Programme | LATAM Media Leaders eSummit 2021

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Programme | LATAM Media Leaders eSummit 2021

Programme

Online streaming distribution

3 webinars / online meetings per day

Sessions

May 10
Monday

  • Stream IDs:
    • 10860

    09:00

    • THE FUTURE OF BUSINESS

    SESSION 1: THE FUTURE OF BUSINESS

    Location: 
    ONLINE · MEXICO CITY TIME

    After years of disruption and, this past year, COVID-19, the media industry finds itself at  a complex, uncertain juncture. But it’s an opportunity to accelerate the digital transformation of companies, assess the forces impacting the business and benefit from the resilience of trusted legacy media and its fundamental role in open societies. How are leading media brands weathering the current crisis and what does the future look like for them? In this session we will talk about the future of the business in terms of advertising, revenue diversification, the needs-driven evolution of reader-revenue models and leadership.

  • Stream IDs:
    • 10860

    09:00

    • THE FUTURE OF BUSINESS

    CEO Town Hall

    Location: 
    ONLINE · MEXICO CITY TIME

    2021 is proving  as difficult and challenging as last year. In addition to the pandemic-led economic crisis, and its impact on the digital ecosystem, 2021 will bring far-reaching changes, including the end of third-party cookies. As media companies move from survival to recovery mode, what challenges are ahead as they seek to develop their digital audiences, reader revenue models and diversification strategies? What differences in impact arise between Latin American and Spanish markets? How are leading journalism  brands withstanding the current crisis?

    Moderator 

    • “Climate& Sustainability” Leader Deloitte España Partner Director “Media&Sports” Industry, Deloitte, Spain

    Speakers 

  • Stream IDs:
    • 10864

    10:30

    • PUBLISHER TOOLKIT & SPONSORED SESSIONS

    Publisher Toolkit · Changing Landscapes: The State of Reader Engagement in Latin America

    Location: 
    ONLINE · MEXICO CITY TIME
    With the dramatic changes the world has experienced in the past year, it’s no surprise that reader behaviors have also been shifting dramatically. In this session, we will share data from Chartbeat’s global network of publishers to provide insights on how Latin American readers are accessing and engaging with content, and how those behaviors differ from readers in the rest of the world.

    Speakers 

    • Latin American Regional Account Executive, Chartbeat, USA
  • Stream IDs:
    • 10860

    11:30

    • THE FUTURE OF BUSINESS

    Leading in times of crisis

    Location: 
    ONLINE · MEXICO CITY TIME

    News media has undergone massive transformation recently, adapting business models and searching for new talent and new skills to drive change. A big challenge is leading teams effectively to achieve goals without losing sight of the growing needs of the audience, the company's mission and vision, its legacy, and its commercial objectives.

    Moderator 

    Speakers 

    • Director of Innovation & Leadership, Craig Newmark J-School/CUNY, USA

May 11
Tuesday

  • Stream IDs:
    • 10861

    09:00

    • DIGITAL REVENUES: ADVERTISING

    SESSION 2: DIGITAL REVENUES: ADVERTISING

    Location: 
    ONLINE · MEXICO CITY TIME

    In a climate as turbulent 2020 and 2021, expect more repercussions for media and advertisers from the paradigm shift in data availability when the use of third party cookies ends.  In this new world, where privacy comes first, players who have used third party data to monetize sites and generate opportunities for content, audience behavior and first source data will be evaluated by advertisers.

  • Stream IDs:
    • 10861

    09:00

    • DIGITAL REVENUES: ADVERTISING

    Gearing up for a cookieless world · Contextual Targeting

    Location: 
    ONLINE · MEXICO CITY TIME

    Facing the cookie apocalypse may seem daunting but studying the alternatives now and leveraging a proprietary ecosystem of registered users and contextual targeting can help news brands get even closer to their audiences. As ad technology evolves, contextual targeting brings solace to publishers and advertisers offering potential solutions that will both benefit publishers and allow advertisers to move away from one-size-fits-all block lists.  Can contextual advertising comply with new regulations and still remain effective and at the forefront of digital advertising trends?

    Moderator 

    Speakers 

  • Stream IDs:
    • 10860
    • 10864

    10:30

    • THE FUTURE OF BUSINESS

    • PUBLISHER TOOLKIT & SPONSORED SESSIONS

    Publisher Toolkit · Low trust, low revenue, no future. New insights on building trust from recent research

    Location: 
    ONLINE · MEXICO CITY TIME
    True journalism is in a grand struggle to lift its voice above the hubbub online and show why journalism deserves both public and advertiser support. The Trust Project recently completed research on its 8 Trust Indicators, which show people when and why a news site is trustworthy. Learn what people said about why they value news, how they chose when to trust it, and what they want from the news. Discuss how these insights can translate into a stronger future for your site, including on the revenue side.

    Moderator 

    Speakers 

  • Stream IDs:
    • 10860

    11:30

    • THE FUTURE OF BUSINESS

    The future of digital advertising · Preparing for a Cookieless world

    Location: 
    ONLINE · MEXICO CITY TIME

    As the advertising industry approaches the cookie apocalypse,  digital environments, (including CTV and mobile apps) will be an increasingly important part of advertising budgets, and publishers can play a larger role in shaping their future.

    Given that the majority of digital advertising still relies on third-party cookies, it is time for publishers and advertisers to think how they can survive the demise of cookies. How will the end of third-party cookies affect stakeholders and the industry as a whole, including private platforms? How will the absence of third-party cookies affect the execution of digital advertising campaigns, what solutions currently exist to replace the use of third-party cookies, what industry solutions are currently being developed?, What are the opportunities available to publishers in terms of revaluing their Ad inventory?

    Moderator 

    Speakers 

May 12
Wednesday

  • Stream IDs:
    • 10862

    09:00

    • READER REVENUE

    SESSION 3: READER REVENUE

    Location: 
    ONLINE · MEXICO CITY TIME

    This session will showcase case studies on digital subscriptions from local and regional media houses at different growth stages. Many publishers have had to rethink and adapt their paid content strategy. 2020 was a pivotal year for securing the future of media globally and saw many news publishers forced to shift to a model that is less dependent on advertising spend.

  • Stream IDs:
    • 10861
    • 10864

    09:00

    • DIGITAL REVENUES: ADVERTISING

    • PUBLISHER TOOLKIT & SPONSORED SESSIONS

    Publisher Toolbox: How to launch a successful digital subscription business

    Location: 
    ONLINE · MEXICO CITY TIME

    From understanding your audience to aligning your team, we will guide you through all the critical elements of a successful subscription model. During this session, El Universal (Mexico) will share how newsbrands can:

    • move users through the funnel and increase engagement
    • understand how to price strategically
    • understand what changes and habits are necessary to drive growth
    • harness data to drive subscription growth
  • Stream IDs:
    • 10861

    10:00

    • DIGITAL REVENUES: ADVERTISING

    Two cases of accelerated growth on digital subscriptions: Tribune Publishing and O POVO

    Location: 
    ONLINE · MEXICO CITY TIME

    These two local media groups in the U.S. and Latin America experienced accelerated growth by creating new products and implementing innovative and creative strategies that increased their conversion rate and audience engagement.

    In 2020, Tribune Publishing grew digital subscribers by 30.7%, ending Q4 with 436,000 digital subscribers. Also, digital content revenues increased 57% to $16.5 million for full year 2020. This impressive growth during a chaotic year is due to their innovative products, their engagement tools and conversion strategy.

    In order to decongest the various sources of revenue, OPOVO decided to bet on its commitment to the audience and digital subscriptions by creating the first multi-streaming platform for journalism and culture in Latin America: "O POVO +". Since the launch of O POVO+, they have quadrupled their monthly subscription sales, reached their target of 35% digital subscriber base, maintained their retention levels and can confidently say that they have a digital product that differs significantly from the digital translation of a print product. All of this has only been possible thanks to an unprecedented alignment between content, marketing and product.

    Moderator 

    Speakers 

  • Stream IDs:
    • 10861
    • 10864

    11:30

    • DIGITAL REVENUES: ADVERTISING

    • PUBLISHER TOOLKIT & SPONSORED SESSIONS

    Lessons learned from Subscription Labs in Latin America

    Location: 
    ONLINE · MEXICO CITY TIME
    As part of its Digital Growth Program, Google launched a pilot America’s Subscription Lab, which includes 5 news organizations from Latin America, which condensed the learnings and insights from previous reader revenue initiatives. During this session, we will learn how these companies obtained valuable results in their conversion and retention strategies, by developing a strategic roadmap for long-term subscription success and executing experiments and tactics to address key priorities.

    Moderator 

    Speakers 

May 13
Thursday

  • Stream IDs:
    • 10863

    08:55

    • REVENUE GENERATING IDEAS

    SESSION 4: REVENUE GENERATING IDEAS

    Location: 
    ONLINE · MEXICO CITY TIME

    Ecommerce and podcast monetization are both effective options to boost revenue, and the fitness of each within the overall business strategy is very much influenced by the audience, the technology and the relevance of the content.

    This final session features world-class industry leaders and best practices in affiliate programs and podcast monetization.

  • Stream IDs:
    • 10863

    09:00

    • REVENUE GENERATING IDEAS

    Affiliation Programmes · Industry Best Practices: Wirecutter

    Location: 
    ONLINE · MEXICO CITY TIME

    The recent lockdown has forced consumers to have a much more direct relationship with media and ecommerce, bringing back into focus the undeniable revenue generating potential of affiliate programs for news publishers. While advertising revenues plummeted in 2020, ecommerce revenues through affiliate programs grew exponentially, and for publishers who anticipated the shift, the rewards have been astronomical, and some have experienced an annual growth of up to 675%.

    In this session we will meet Leilani Han, Director of Business Development and Partnerships at Wirecutter, an industry reference in affiliation marketing, to discuss how affiliate models present an opportunity for publishers and how Wirecutter has grown over the past year.

    About Wirecutter:
    In 2016, instead of building its affiliate business from scratch, The New York Times decided to buy Wirecutter for $30 million, a product review website with a business model based on affiliate commissions. At the time Wirecutter generated $150 million in ecommerce revenue. The deal was an investment in changing The New York Times’ culture.

    Moderator 

    Speakers 

    • Director, Business Development & Partnerships, Wirecutter, A New York Times Company, USA
  • Stream IDs:
    • 10864

    10:15

    • PUBLISHER TOOLKIT & SPONSORED SESSIONS

    The awakening of a sleeping giant? Profound changes on the horizon for the Mexican local and regional media ecosystem

    Location: 
    ONLINE · MEXICO CITY TIME
    The local and regional media ecosystem in Mexico is rich and diverse. Every day millions of readers are informed through devices, websites and various digital platforms. Media outlets covering the country's large cities or small towns are immersed in the challenges of the industry's digital transformation. WAN-IFRA and the Instituto Tecnológico de Monterrey, with the support of the Facebook Journalism Project, investigated the challenges and opportunities faced by the industry in this complex process. The research was conducted through a survey to fifty local and regional media across the country and covered topics about business models, newsroom dynamics and workflows, internal organization, knowledge of digital tools. The responses will form the basis of a report to be published in June. In this session, we will present the preliminary findings of the survey. One conclusion is clear: local and regional media consider that a profound change of their business model is necessary in the very short term.

    Speakers 

  • Stream IDs:
    • 10863

    11:30

    • REVENUE GENERATING IDEAS

    Podcast Monetisation · Industry Best Practices: NPR

    Location: 
    ONLINE · MEXICO CITY TIME

    As one of the industry leaders in podcasting, NPR began monetizing their podcasts well over a decade ago to further fuel NPR and it’s programming. Despite the tumultuous last year, NPR’s corporate sponsorship team generated more revenue through podcasts than through their radio programs. In this session we will learn how NPR managed to navigate a challenging year with an encouraging outcome for the future of podcasts.

    Moderator 

    Speakers 

LATAM Media Leaders eSummit 2021

Shariff