14 - 16 December 2021
Madrid
Spain

Claves 2022

Spanish Media Leaders eSummit

Register here

PUTTING YOUNG AUDIENCES AT THE CENTRE

Young audiences are the future. Can news publishers create a lasting bond with young audiences? Will understanding their values yield successful products that draws and keeps the Generation Z audience?

As digital natives, Generation Z are aware and critical, and have high expectations about the content they consume. They distinguish between different types of news and are acutely aware of filters. Yet the clicktivism of social media, and the polarisation of opinion this creates, means more of a challenge for traditional news media. They lack trust in traditional media.

PUTTING YOUNG AUDIENCES AT THE CENTRE

December 14 Tuesday

10:00

Opening by AMI President

Auditorio Beatriz - Madrid

10:15

AMI Awards

Auditorio Beatriz - Madrid

  • Defence of journalism Award
  • Lifetime Achievement Award
Moderator
Periodista, escritora y presentadora, RTVE, España
Speakers
Fotografía: Lisbeth Salas
Escritor y Premio Nobel de Literatura 2010, España
11:00

Round table. Quality and excellence in storytelling: the best way to build the future together.

Auditorio Beatriz - Madrid

The pandemic has left us with an even more fragmented world.  Prestigious leaders from other industries will offer views on what’s needed to build a narrative of the future.

Moderator
Periodista, escritora y presentadora, RTVE, España
Speakers
Director de cine, España
Senior VP de Ogilvy España y CEO en Ogilvy Madrid, España
Diseñador, realizador, ilustrador y fundador, RaRo, España
Journalist, writer and Planeta Prize finalist, Spain
12:00

Coffee break

Auditorio Beatriz (antesala) - Madrid

12:30

News media trends in Spain

Auditorio Beatriz - Madrid

AMI’s quarterly report, prepared in collaboration with Deloitte and Media Hotline offers projections to  the end of 2021 and a forecast for next year.

Speakers
“Climate& Sustainability” Leader Deloitte España Partner Director “Media&Sports” Industry, Deloitte, Spain
Presidente, Media Hotline, España
13:30

Wrap up by WAN-IFRA's President

Auditorio Beatriz - Madrid

Speakers
President of Henneo, President of WAN-IFRA, Spain

December 15 Wednesday

16:00

Putting the young audience at the centre. From story building to product creation. Next Gen

Online

Generation Z is unique, having grown up with social networks that prioritise audio and video. They are sensitive to the ways in which technology impacts their world. This session features pioneering media which engage with these generations in a holistic way by creating dedicated, cross-functional teams to better understand and serve this audience.

Moderator
Advisor, La Opinión, Colombia
Speakers
Director of Next Generation Audiences, The Washington Post, USA
With the support of
17:00

Publisher toolkit: Beyond Amazon, Google or Facebook. Are you ready to develop your own ADVERTISING sales platform? Self-service advertising, create your own Ad-market Place

Online

Over the last 10 years, advertising and the way it is managed has evolved towards programmatic automation and self-service, allowing large technology players to dominate the industry and detract from traditional audiences.

The trend towards self-service is clear. In the same way that large supermarkets and retailers are developing their own market place to compete against Amazon, similar initiatives are occurring in the publishing sector, such as Zeus Prime, an Ad-Market Place developed by the Washington Post.

Moderator
DanAds Ambassador
Speakers
Head of Commercial Expansion + Strategy at Tripadvisor, EE.UU.
With the support of
17:30

Break

19:00

From story construction to monetisation. Branded Content

Online

Just because new generations are more active on different platforms doesn’t mean we have to focus only on engagement. There are other ways to monetise content. This session focuses on branded content for these groups.

 

2b is a media group that specialises in connecting with young Spanish-speaking audiences. With offices and production studios in Spain and Latin America, it has two main divisions: 2bOriginals and 2btube.

  • 2bOriginals produces original content for film, television and OTT platforms. Its flagship webseries, enchufe.tv, has more than 32 million subscribers on YouTube and 50 million followers across its social networks.
  • 2btube offers an integrated proposition for advertisers who want to reach online audiences through creative, Influencer Marketing and Paid Media campaigns. It also produces digital audiovisual content, using its own recording studios, and provides professional services to companies that want to outsource the strategy and management of their digital presence on any platform (e.g. YouTube, Facebook, Instagram, Tiktok or Twitch).

Pictoline is an illustration and information design company. Through various visual formats, we transform any kind of information into content that can connect with millions of people more empathetically, quickly and easily.

Moderator
Digital Manager, WAN-IFRA LATAM, Mexico
Speakers
Director of 2bServices an 2bAds, 2btube, Spain
President & General Manager, Capital Digital, México
With the support of

December 16 Thursday

16:00

Competing for audiences' attention: betting on audio

Online

Audio has become a reference element for many publishers when it comes to building audience loyalty. A convenient format and differential content seem key to adapting the offer to new consumption habits. The rise of podcasts among younger audiences has created a further form of link between publishers and new consumers due to their easy consumption via smartphones and the variety of voices and perspectives on offer.

Having a vibrant digital audio ecosystem in the future may attract more members of the so-called Generation Z. That’s why Spotify, whose core audience is millennials and centennials, has an ambitious plan to become the destination for digital audio: not just music, but also news, narrated stories, live talk, audiobooks and education. What can we learn from the big platforms specialising in these formats about engaging the young and not-so-young, what formats and content work best for these audiences, what are the possibilities for media and exclusive content creators? In this session Carolina Guerrero, CEO of Radio Ambulante, one of the most successful podcasts in the Latin American market, will talk with Javier Piñol, Director of Spotify Studios for Latin America and US LatinX, about the development of original and exclusive podcast content in this new era of podcasts and the different opportunities for media and content producers.

Moderator
CEO, Radio Ambulante Studios, EE.UU.
Speakers
Director, Studios LATAM & US LatinX, Spotify, EE.UU.
17:00

Publisher Toolkit: Outbrain. Evolve and thrive: Embracing digital technology and the power of recommendations

Online

In such a competitive landscape, publishers need to make the most of digital technologies.
In this session, Jonathan Brandford, Senior Director of Product Marketing, will share some key lessons from the wider digital industry and show how some of Outbrain’s latest innovations are enabling publishers to drive greater audience engagement and build lasting audience relationships.

Speakers
Director Senior de Marketing de Producto, Outbrain, Reino Unido
With the support of
17:30

Break

19:00

Competing for audiences' attention: Looking for the ideal format to build communities: from Youtube to TikTok and Twitch... Are they all necessary?

Online

Obsessed with TikTok. Like generations past, today’s teenagers and young adults have been mythologised as unique creatures with needs, desires and habits divergent from those of previous generations. Labels have been applied that influence where and how we communicate with this new group of consumers. But are we on the right track?

To build a true community, the golden rule of social media is timeless: Don’t join a platform if you have nothing to say on it. The success of news organisations on TikTok, Instagram or Twitch will depend on our efforts to understand the audience that populates that platform. 2022 may be the year when we spend more time asking members of Generation Z what they really want from us…

Speakers
Editor jefe de redes sociales, La Nación, Argentina

Co-organizer and strategic partner

Gold sponsors

Silver sponsors

Bronze sponsors

Contact

Raquel González

Senior Project Manager

raquel.gonzalez@wan-ifra.org

Madrid, Spain

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