Tag: advertising

The world is advancing in its digital transformation process

  Being innovative and decisive, persistently driving the change, will be basic traits for any organization planning to stay competitive and live up to the expectations of our technologically thriving world. The 2019 DXC Global Digital Enterprise Survey, written by The Economist Intelligence Unit (EIU) and sponsored by DXC and Leading Edge Forum suggests that this will be “a year of decision-making and profound change”. This statement supports Diana Stefanova’s (Managing Director EMEA R&D VMware) views on digital transformation shared on the stage of Webit 2018: “Companies have to constantly innovate. If companies do not disrupt themselves, they will be disrupted by others.” Join Webit 2019 to hear more about current technological trends and how businesses cope with them

Surveying more than 600 executives on their strategies for digital transformation

EIU reveals that the majority of businesses (over 80%) plan to increase their 2019 investments in digital technology. As numbers suggest this is by far not a hazard as 70% of the respondents confirm that organization’s profitability has increased thanks to their digital strategy. Investments in cloud computing, mobile and applications are already considered entangled to modern business, so exploring emerging technologies such as artificial intelligence, machine learning, server less computing and others, could lead to greater agility and competitive advantage. On the matter, 75% of respondents state that a modern IT infrastructure positions their organization to produce stakeholder value. On the stage of Webit 2018 we also welcomed Mikael Conny Svensson - Vice-President Government Affairs & Public Policy, Mastercard Europe, who shared his vision for Europe in 2030-2050: “Innovation is absolutely necessary, not just to do business now, but to do it in the future too” Explore the report and find more interesting insights here By uniting data and analysis, an organization confidently adds value to its strategy and its further implementation, however, the adoption pace is still rather imperceptive. Only less than 30% of the organizations see their business units as “digitally enabled.” Thus, fundamental to a successful digital transformation is adequate cultural transformation. About 40% of respondents state that the process should be supported by significant initiatives related to organizational change, new recruitment and training programs, digital task forces activation, as well as strong understanding and commitment from core executives to keep and guide the “digi course”. As Igor Beuker, a professional speaker, serial entrepreneur and Angel Investor shared his thoughts on innovation at our 10th birthday: “Innovation is a culture, not a department!” Get the chance to hear about it,first hand experience at Webit.Festival Europe 2019, where attendance is 75% C-level. Evolving and moving forward to the digitization of the business has been proven to be a strategic benefit to any organization. So, if for any reason you still doubt the value of digitizing your company or industry, come to Sofia - the digital capital and get insights from the people implementing this transformation worldwide. Like what you read? Subscribe here and never miss Webit news and special promotions!

Hristo Hristov is the CEO of NetInfo and Official Representative and Chairman of IAB. He joined Webit.Festival Europe 2018 to share some insights on the future of Blockchain in digital media and advertising.

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The crypto market exploded over the last three years. A lot of industries started looking at blockchain as a technology, as to whether it can solve some of their biggest challenges.

Let's look at blockchain:

Blockchain as a technology is still at its infancy. We're still at the hype cycle and blockchain is sitting right next to autonomous vehicles which I don't see happening in the next two or three years and Event-triggered marketing. So as a technology, blockchain might grow into something big like the internet or even bigger, but it might also fade away into some narrow use cases.

How can Blockchain improve the Digital Media and advertising landscape?

There are some use cases which are rather obvious:  * Fraud detection and prevention  * User Identity  * Buying and selling inventory, etc

Centralization vs. Decentralization

Trust a third party or to use a decentralized approach?

Decentralization PROs

* Durability, reliability and longevity - Due to the decentralized networks, blockchain does not have a central point of failure and is better able to withstand malicious attacks. * Process integrity - Users can trust that transactions will be executed exactly as the protocol commands removing the need for a trusted third party. * High quality data - Blockchain data is complete, consistent, timely, accurate and widely available. * Transparency and immutability - Changes to public blockchain are publicly viewable by all parties creating transparency. All transactions are immutable, which means they cannot be altered or deleted.

Decentralization CONs

* Trusted 3rd parties - it's not Central vs Decentralized. The advertising ecosystem is based on trusted third parties. These 3rd parties are innovation drivers. * It's too slow - Digital advertising is real-time. RTB standard requires service response in 100ms.

There are several examples which already use blockchain in addressing some of digital advertising's biggest challenges.

adChain tries to create a token curated registry of publishers in order to verify and simplify the buying. And papyrus is a decentralized programmatic value management platform aimed to radically improve programmatic advertising stack. All of these solutions are in the making, they are not really ready but they are evolving pretty fast. Several years ago we were talking about mobile apps, then AI, now blockchain. The hype cycles of few years ago were longer and we used to have more time to adapt to them. But now they are becoming shorter and they’re starting to overlap. It wasn’t long long ago that we were talking about programmatic buying. Now it is programmatic buying on a decentralized exchange powered by blockchain.

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Missed the 2018 edition of Webit.Festival Europe? Don’t miss the 2019! Get your super early bird 2in1 tickets – 2 for the price of 1 here!

 

10'000 people from 111 countries visited the Webit City

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Don't miss the 2019 edition. Book your ticket now

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Webit.Festival Europe 2018 in numbers:

- 10'000+ ATTENDEES (7200 Webit.Festival participants and 3000 Webit.X visitors) - 231 EXHIBITORS - 422 SPEAKERS - 110 HOURS of conference agenda & amazing content - 75% C-level (executive) ATTENDANCE - 111 VISITING COUNTRIES - 150 of THE BEST EUROPEAN STARTUPS AND SCALEUPS - 1000+ POLICY MAKERS The European Tech, Digital Economy and Policy event for 2018 was a huge success! The Innovate! Summit and the Plenary Session, chaired by the European Commissioner for Digital Agenda and Society Mariya Gabriel, hosted some of the worlds digital, tech and policy leaders gathered to re:Invent Europe's Future.        

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The Webit City has welcomed 10'000 global leaders and they all requested a residency :)

Here are just 5 quotes out of over 1000 interviews with the Webit City residents: "Unparalleled global business and policy networking at its highest level!" "The most amazing business event with a festival experience" "We basically do business here" "This is the only event where top EU policy makers and global business leaders exchange thoughts and share valuable discussions" “We got more investors visiting our expo booth compared to any other event we have been to”                            

 

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200+ exhibitors at over 20'000 sq.m Webit City expo & business networking area

From global tech, health, fintech, cybersecurity, mobility, blockchain, entertainment, AI, cloud leaders to smart jet fighters - they all were at Webit.Festival Europe 2018 represented by their global or EMEA HQs. Also hosted national pavilions.                                    

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12 independent summits and over 50 meetups

421 speakers have created over 110 hours  of conference agenda & amazing content within 12 independent summits.                                               Founders Games winner of 200'000 EUR cheque is BIOO from Portugal.                   Cities 4.0 Summit, Digital Entertainment and Media Summit, Money Summit and Blockchain Summit

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Webit Night Urban Summit

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                  The Global Webit Awards Ceremony and The Chairman' Dinner by Dr. Russev

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                  The World Famous Webit Party, powered by Playboy, Fashion TV and Dorcel

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                Webit.X - gathering and inspiring 3000 young future leaders

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Missed the 2018 edition? Don’t miss the 2019! Book your ticket now at super earlybird rate

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Only today (29 May) you can join Europe's tech and digital policy event for 2018 and have access to 10+ independent summits and 50+ meetups with 1 ticket at half price! Webit is welcoming this new era of data privacy by providing all our subscribers a special "DATA present” - 50% off from all tickets for Webit.Festival Europe 2018 only today - 29 May.

Register here and get your ticket

to join Prime Ministers, EU Commissioners and EU top policy makers, global innovators and enterprise executives, Ministers,  Mayors, investors, media and Europe's top 200 startups and scaleups - all at Webit.Festival Europe with a special discount of 50% on all tickets with code: GDPR 6000 global experts (67% senior attendance) join Webit from 110 countries.

Check who is speaking

Over 200 exhibitors and sponsors join Webit this year. A warm welcome to the group of new partners who join Webit including Microsoft, SAP, Samsung, Fox, Novartis, VISA, UBB, part of KBC Group, Superhosting . BG, VMware, FOX, Turner, Novartis, Bayer, Amgen, Generali to name a few. Special thanks to our General partner MasterCard and our strategic media partners Nova TV and NetInfo.

Happy to help.

Should you want to join as exhibitor and sponsor -  please contact us.  

Here you can see a full list of the confirmed speakers at Webit.Festival, while here you can get all the information you need about the tickets for the event.

We need to go back to good, credible and authentic storytelling that brings value to the consumer

The notion of change is essential in the 21st century. We are developing way faster than we thought we would in 2008, for example. We now consider diseases treatable, in comparison with just 10 years back; companies have to adapt to change, but this would be impossible without certain people - people who envision the future, who encompass change and apply it. Chris Kubbernus, or Kubby, as his friends call him, named #1 Business Guru on Snapchat by Forbes, will be among the speakers at Webit.Innovate! Summit at the next Webit.Festival Europe 2018 on 26th - 27th June 2018. The one thing Chris wishes people to remember out of his talk would be that things change. According to him, companies today are not using technologies to their fullest potential - not seeing what’s happening in the marketplace and cannot react adequately.

“ If you say to an organization: 'I think you should use Snapchat, or get on Instagram', they’d roll their eyes and say: 'Why would we do that?’ What they don’t realize is that these things quickly become mainstream, and that’s where they’re losing. They’re actually ignoring what’s going on in the marketplace, thinking that it’s just a trend and therefore not doing anything about it. Change happens and organizations have to recognize that and act on it before it gets too expensive.”

Chris is originally from Canada, but he likes to say that he was “imported in Denmark” by his wife. The difference in the two continents is obvious, in terms of marketing, but what exactly Chris finds drastically different is:

Americans and Canadians are more trusting in their advertising. If you make a claim, they might take that as face value, whereas I think with Europeans, you have to have a more soft approach.

Living in Northern Europe, Scandinavians, he continues have a different approach to advertisement. People there are more likely to doubt the quality of the product whereas the Americans would trust the ad and will expect the same results.

In social media, I find that Europeans are more conservative. They are less likely to share and like something or to engage with content. I think it takes a lot to move them to action, where in North America, in particular, it seems to be easier. People are more relaxed towards sharing on social media and voicing their opinions.

Chris was a speaker at the first Snapchat conference - we saw the rise of Snapchat, we all know those Snapchat glasses, don’t we. We are now also seeing the fall of Snapchat as a platform, it doesn't attract so much audience, in fact, its users are youngsters. It just somehow feels Snapchat will not last much longer, although, Chris says,  you have to wonder why the biggest social networks in the world are mimicking what Snapchat did.

“ I think, in a way, Snapchat is being replaced by Instagram. Instagram is doing a very good job of copying and making their own new features. But Snapchat is a playground, still much more than Instagram. And Facebook sees that they are losing the younger generation, so I think that if Snapchat can continue being the anti-Facebook, they will stay relevant. They just need to retain that identity. “

Besides Facebook, another huge platform is so very widely used - Instagram. The main differences in the two platforms, Chris explains like this:

On Facebook, content is consumed slower and with more thought. People are less likely to like on Facebook, whereas on Instagram, there’s less exposure and more anonymity. Instagram is a little hedonistic in some ways, while Facebook is your core of friends and family, where you have to be more ‘considerate'.

Unlike some other social platforms, like Snapchat, for example, Facebook will be present in our lives for many more years. It is a place where you can document your entire life and in terms of ‘replacing’, Instagram will not replace Facebook as a social media platform. At the end of the day, “both platforms are playgrounds for displaying different parts of our personalities”. My social media predictions for 2018 is a continuation and examination of influencer-marketing and how much we let social media influence us, says Kubby. The psychological effect of social media will continue to determine the way we communicate and perceive information and the trend of what is real and what is fake will determine the consumer’s behaviour.

“ Right now, digital marketing is losing consumers because of disinterest and mistrust in fake influencer-marketing. We need to go back to good, credible and authentic storytelling that brings value to the consumer. “

Advertising may win quarters, innovation wins decades

He is a new breed trendwatcher, energetic professional communicator, serial entrepreneur, award-winning marketing strategist and this will be his 4th Webit event - three times in Sofia and once in Istanbul, Igor Beuker has lots to share about his Webit experience.

“ Amazing conference, very well-organized, fantastic setting and backstage program, great speaker line-up, and very important to me as a professional public speaker and human being: the connection with the audience (at the event and on social media) is rare and heartwarming. “

Igor is among those speakers who have a special connection with their audience. Here is what he says about the audience in Sofia, and to his fans, in particular:

“ The connection with the audience in Sofia, is really one of a kind. I can’t explain the feeling.It’s one of the reasons why - out of 150 international talks each year - Webit is one of the highlights I really look forward to ”

We cannot deny that the difference between Sofia and Istanbul is enormous. Here is what Igor says about his experience:

“ Istanbul is a huge international city and the conference is a bit more business focused and formal than in Sofia, was my experience. I love the culture and the passion of the people in Turkey, and some of the attendees became business partners and friends.”

Bulgaria and Sofia are aiming at becoming a digital hub for CEE and the attitude and approach towards this is a bit more casual. In the same time, however, we coordinate with the government and local authorities, and as from last year, we were incredibly proud to announce that Webit is the flagship event of the Presidency of the Council of the European Union. The EU Commissioner for Digital Economy and Society Mariya Gabriel is chairing Webit's Plenary Sessions and is a patron of Webit.Festival along with The Government of Bulgaria and the Mayor of Sofia.” Last year I shared the stage and the dining table with the president of Bulgaria and the Mayor of Sofia, which is a great opportunity to share ideas.”

“Burning Man meet TED” and “Math Man in a world of Mad Men”...

...are just a couple of the new terms that were invented by the Bulgarian audience. At this year’s Webit.Festival Europe edition in Sofia, Igor will further develop his Mad Men vs. Math Men theory.

"Can I stretch my Mad Men vs. Math Men theory and framework even further? The Webit audience will give me the answer with their reviews and social feedback. My team and me value what they say and I even reinvent my speeches and one-liners for my talks, based upon what they highlight. That legacy brands and incumbents need to get out of their comfort zones, because that’s where the magic really happens. My bold style and personality I can’t change at 47, but the audience feels I know my why and I keep walking towards my purpose. Next-level change and reinvention is needed. Big is only good when big is smart: Advertising may win quarters, innovation wins decades.”

Igor is loved by the companies, adored by his fans and audience everywhere he goes and also by the media.

He gave a very special, exclusive, interview for a Bulgarian media. You can watch his interviews here, where he elaborates his Mad Men vs. Math Men theory in a more simple way. Igor’s answer to “how would you describe the atmosphere at Webit, he says: “Hard to describe, but when I look at the audience tweetback on my site, I get a huge smile on my face and I can’t wait to be back!”

We can’t wait to welcome you again, Igor! You have a very special place in our city and our hearts.

“ Experiencing the last three years, I expect Webit 2018 to be even bigger and better than the previous editions. If that is even possible.”

Sure it is! You don’t believe us? Take a look at the amazing speakers line here and the one of the kind networking opportunities here. You wish to attend? Book your ticket here.

Over the past few decades the art of marketing has developed in an increasingly globalized world - a trend, that was only accelerated by the emergence of internet and digital technology. During that period of time we had almost a global liberal consensus, both politically and socially, about the path our world must take. But right now it looks like this world order is on its way to an inevitable collapse and this is something that leads to a massive change the way the companies are approaching consumers. A lot of the brands that we know today took over in the last 25 years and were built on the basis of a global and unified world. In the reality now this is no longer true, because we realized that this concept can’t hold. There are people and constituencies around the world who had been left behind by globalization, who haven’t received benefits as much as other groups. And as a result of that we have the rise of populism. It has given us Trump in the USA, it has given us Brexit in the UK and perhaps even more horribly the phenomenon of grabbing power in Turkey. During the recent Webit.Festival Europe we had the chance to hear these trends explained by the Chief Creative Officer of DigitasLBi Chris Clarke. During his presentation he talked about the death of empathy in the information age and shared his vision on the changes that needs to be made in order to protect our society from the dark and unintended consequences of the idea of free information.

“We are experiencing great social changes and they are completely changing the way brands need to communicate. Only 17 years ago the most powerful computer in the world was called the Big Red and was about the size of a room. Six years later the same processing power was available in the Sony PlayStation 3 and now it is available in the smartphones in our pockets”, he said.

According to Clarke now it is almost impossible for any person or organization to really know what is happening in the world. The pace of change is very fast that it is almost impossible for governments and legislation to keep up. We have a growth of massive digital businesses that have disrupted whole industries and this comes with a big prize that someone has to pay. When The Cluetrain Manifesto, often regarded as the Bible for digital disruption, was released in 2009 we all took for granted the notion that information wants to be free and the idea of free content online. Now we can see that while the industrial disruption can create great opportunities, the problem is that the disrupted industries have not really been replaced in terms of jobs. We have the challenge that economists describe as “premature deindustrialization”. A developing country, like India for example, is trying hard to get the people out of the fields and put them into factories. But now the factories are operated by machines and apps, so they have to get people out of the fields and put them into educational institutions to teach them about software development, which is much bigger leap. That caused huge challenges and countries are struggling to keep up. [caption id="attachment_5006" align="aligncenter" width="640"] The Chief Creative Officer of DigitasLBi Chris Clarke[/caption] Back in 2012 when Instagram was bought by Facebook for a $1 billion was the year when Kodak went bust. In its peak Kodak employed 300 000 people around the world and it made revenues of $3-4 billion a year. When Instagram was bought for a billion Instagram had 30 employees and made revenues of $0. So there are some major challenges in terms of value destruction, as well as value creation when it comes to digital disruption. As someone who describes himself as a cheerful dystopian, he warned that marketers must think about the impact of their works when advising brands about the brightest ways to operate in this space. Because the development of internet did not give control to the consumers - it took it away from them. Today we are checking our phones regularly even when we should be playing with our children. The reason for this is the addiction we develop, because of the dopamine reward that the usage of different platforms is giving us.Clarke describes the social media and global businesses like Google and Facebook as the best system of population control ever invented.

“People like to talk about the Arab spring as being a wonderful moment of social media giving start to great rebellion. But it didn’t exactly end up well, did it? Because even as Facebook is quite good for helping us organize ourselves, it’s pretty rubbish when we have to come up with alternative to a theocratic state, like Iran for example. People there are not thinking deeply about their issues, they are liking, passing on information, getting that quick dopamine reward and then moving on”, he said.

The fact that most of the platforms we consume information from are tailored for us creates filter bubbles that took away from us the idea of what people, who are not like us, are reading or experiencing. This is why for many people it was surprise that Brexit and Trump happened - because these major world shaking events are forming inside someone else’s bubble. It is therefore impossible for a brand to address everybody with one campaign idea globally. Because each filter bubble is unique. Couple of years ago Google’s Executive Chairman Eric Schmidt predicted that it will be very hard for people to watch or consume something that is not in some sense been tailored for them. But despite this negative trends, Clarke is sure that the massive polarization of audiences gives the big brands a chance to stand up and be the driver behind the positive change in the world. The reason is that it is really difficult to mean something to anybody when you are occupying the middle space that is now disappearing. Right after Donald Trump introduced his Muslim ban in the USA, many brands stood up against this, risking to alienate part of their audiences and saying that money are less important than values. This is something that we did not often see in the past and can be an opportunity to have a real impact in the society.

“I genuinely think that there is a fantastic opportunity if we think in the right way of how the internet is configured, if we question it, if we don’t just pretend that the customer is in control, if we don’t just pretend it is all about democracy and laugh. If we recognize some of the darker sides of what we are building we can change it and make it better. And I think that brands have a fantastic role to play in that”, Chris Clarke said.

You may watch his full lecture here: If you want to keep up with the latest trend in the world of digital economy and technology, then Webit.Festival is the right place for you. Visit our website and book 2 of our Super Earlybird tickets for Webit.Festival Europe 2018 for just €100. Feel the Webit vibe with some of the best photos from this year’s event! [easingslider id="4954"]

Any expert in the world will tell l you that in the era of Internet, videos are the best way to advertise your products and services. And hardly the world has a bigger sport for TV commercials than the several hours during the NFL’s Super Bowl. More than a half of the marketers worldwide name video as the content with best return of investment, while experts forecast that by 2020 it will account for 82% of all consumer internet traffic. The biggest single event in American sports pulled in 111.3 million viewers in the USA on Sunday night, down slightly from last year’s game numbers. Despite the epic comeback in the 34-28 overtime win of New England Patriots over Atlanta Falcons, marketers around the world were more interested in the annual Super Bowl commercials, than Tom Brady’s bid for greatest quarterback in the history of the league. The average spending for a 30-second commercial slot this year was around $5 million. But this is something that most of the biggest companies, that are seeking brand visibility, are willing to pay. This year the top level marketers in USA tried to reach their audience with a mix of emotional and political messages, that reflects the recent months of turbulence in the American society. Here are the 5 best ads, aired during Super Bowl 2017: Airbnb’s “We Accept” message Audi’s “Daughter” Budweiser’s tribute to its immigrant co-founder Adolphus Busch Coca Cola’s “America, the Beautiful” The Skittles romantic rainbow If you want to keep up with the hottest trends in the world of marketing Webit.Festival is the right place for you. During the Marketing & Innovations Summit, you can listen to top level speakers such as the Chief Creative Officer at DigitasLBi Chris Clarke, who was recently placed at 53th place in The Drum’s Adverati list of the most influential people in advertising.

During the last few years we have witnessed incredible growth and transformation in the digital advertising industry, which were driven mainly from the expansion of mobile tech and the new types of wearable devices on the market. According to 2016 internet advertising revenue report digital video has generated the greatest gain of any format across desktop and mobile. The revenues continue to go up, despite the mass adoption of apps and programs for ad blocking. Many experts predict that the industry will be driven forward by the need to deliver better and fewer ads to the customer. Most of them believe that 2017 will be the year that messaging services will take the lead. The reason for that is the rise of chat bots, who are attracting more and more budgets. But new types of bots are bringing some risks along with the value they add. Machines that create fake clicks and views can also steal information for our credit cards. This will put additional pressure on the cyber security and privacy experts, who will have to find out new ways to protect us from ad frauds and detect the toxic bots. Right now about 60% of Google’s net global ad revenue comes from mobile, up from about 45.8 percent in 2015. The company expects that by 2018 almost 75% of its ad revenues worldwide will come from mobile ad placements. The development of messaging apps like Facebook’s Messenger and WhatsApp is proving that customers want a more direct and private communication. We can expect to see entirely new options for paid content. The global practice chairman of Edelman Digital Kevin King predicts that the billions of daily users in the messaging platforms will enable marketers to make the best of new engagement opportunities. He is sure that these conversational experiences will combine past revolutions in e-commerce and text services, while in the highlighting the potential of AI. Meanwhile, the mass production of VR and AR devices will bring significant improvement in software and will increase brand efforts to penetrate this new market. If you want to keep up with the hottest trends in the world of marketing Webit.Festival is the right place for you. During the Marketing & Innovation Summit, you can listen to top level speakers such as the Global Editorial Director of Wall Street Journal Custom Studios Fara Warner, the President and Global Brand Director of Havas Worldwide Jason Jercinovic and the Head of CMO practice of Forbes Media Bruce Rogers.