Call for Synopses:
New Opportunities in Disrupted Media Markets
All players in the media ecosystem are affected by the pace of change in media markets which continues to accelerate. Even the disrupters are sometimes getting disrupted, while some of the old-line market incumbents are finding new opportunities in the transformed media landscape. Against this backdrop, the next PDRF will convene in Madrid in October 2017 to hear and debate new developments from around the world.
Our event will cover both papers and debates, and synopses are invited on any relevant topic, including following:
- Publishers as Data Partners: How are publishers taking advantage of their first-party relationships with their readers and audiences?
- Surveys, Big Data and Data Integrations: How well do hybrid models retain the advantages of traditional samples,while harnessing the granularity of massive flows of real-time behavioural data? How rigorously can we test the quality of hybrid systems?
- Digital Ad Corruption: How can delivery to advertisers be improved by increasing viewability rates, reducing the incidence of bots and non-human traffic, and reducing waste and fraud?
- Programmatic, Transparency and the Age of the Algorithm: How are publishers responding to programmatic?With so many “black boxes”, how do we provide transparency in the marketplace? How do we evaluate quality?
Does it still matter?
- Trends in the Consumer Uses of Media Platforms: The media narrative is that print is declining while digital platforms are growing, but evidence has been mixed. What trends are being observed in different markets?
- Publishers as Video Producers: How successful have publishers been at exploiting the public’s appetite for video? How is the measurement of video fitting into existing measurement systems?
- Ad Avoidance: How are publishers and platform providers addressing this issue?
- Measuring Reach & Frequency Across Platforms, Screens, Devices: How are we arriving at estimates of unduplicated reach and frequency? How is the gap between reach and frequency and the less-exacting “gross impressions” being managed?
- Measuring and Monetizing Engagement: What are the new approaches to quantify engagement and the value of an ad being in the media brand’s halo? How are biometric and neuroscience techniques being deployed? How are time-based compensation models working for publishers?
- Measuring Mobile: Measuring exposures to mobile media and advertising presents special challenges as both iOS and Android evolve. What new approaches are being used? How is measurement of mobile being integrated with legacy systems? How much does mobile drive us from text to video?
- The Future of the JIC: In some markets the Joint Industry Committee system is under severe financial pressure. Will cooperation among competitors survive?
- Improving Research Practice: New work on issues of perennial importance to media and advertising researchers – field experiments, methodological innovations, best practices leading toward validity and reliability.
MEDIA PLANNING AND BUYING
- ROI and Attribution Models: What new progress is there in measuring advertising campaign effectiveness? If and how is the consumer path to purchase changing? How are econometric methods evolving? What questions should we ask vendors?
- Beyond Advertising: How are agencies working with publishers to develop new forms of marketing – native advertising, sponsorships, hybrids? How are they working with their clients to devise marketing plans that do not require media?
NEW BUSINESS MODELS
- Capturing New Consumer Revenue: What have we learned about new sources of consumer revenue – through pay walls, line extensions, premium content, tiered subscriptions, and other strategies?
- New Advertising and Content Formats: How is content being adapted to engage consumers? How important is content marketing to current business models? How do sponsored content and native advertising perform in the advertising mix?
- Being Social: How are publishers managing these complex “frenemy” relationships? How is publisher content accessed through social media platforms being measured by third-party systems? How are social media metrics being evaluated and compared against other measures of media engagement?
- The Elephant in the Room: If digital ad revenues does not offset the losses from print ad revenues, what new equilibrium business models are in prospect for legacy publishers?
To submit a synopsis, or an idea for a panel discussion or speakers, please send your submission to Jenny Davis at firstname.lastname@example.org by 31 March 2017. You can reach Jenny on the telephone on +44 (0) 20 8185 4773. Please limit your submission to a maximum of 300 words. Please include the names of the authors; their organizations, positions, emails, telephone numbers and postal addresses. Also please indicate the degree of completion of any proposed study and the likelihood that it will be completed by August 2017. Favorable consideration will be given to papers that include data and/or results from new studies. However, we also welcome theoretical and opinion-based submissions which break new ground or offer fresh insight into any of the issues mentioned above.