The new dimensions of advertising

Techniques, opportunities and risks: the world of advertising is being completely revolutionised by digital innovation. “Programmatic advertising” is gaining ground. Big data analysis, collected by exploring user navigation habits, will allow advertisers to select potential customers with increasing precision, sending them appropriately targeted advertising messages.

15:00-15:30 // KEYNOTE SPEECH

The Internet as media: a media in continuous evolution, from editorial product to advertising

Speaker: Alessandro Furgione

The aim is to stop and consider the continuous evolution that is a characteristic of this medium, unlike all others. We will briefly describe the evolution of publishing that we have seen from different points of view, including contents, graphics and distribution. The second part will be devoted to the way advertising has evolved in terms of formats, campaign KPIs, and finally sales, describing the features of each. Looking at sales, we will see how programmatic sales models will not replace traditional ones, but instead have contributed to generating an evolutionary phase by bringing innovations (big data, time schedules, etc.). For KPIs, we will talk about viewability, brand safety, etc., in order to bring attention to the concept of quality in planning, an evolutionary phenomenon that is redefining today’s planning patterns.

15:30-16:00 // KEYNOTE SPEECH

How creativity is adapting to new technology

Speaker: Dino Amenduni

Until a few years ago, the concept of “creativity” was associated with something magical, almost an innate talent of visionary people who could imagine reality and the future based on instinct alone. Today, however, does it makes sense to talk about creativity without taking into account the huge amount of data available to an ever-growing number of people? The systematic, consistent use of data that is available as never before in history is the best compass for finding our way in fascinating and complex times.

16:30-18:00 // CASE HISTORY

The new dimensions of advertising: tailored messages

Onoranze Funebri Taffo