The Worlds only Annual Native Advertising Conference

Join Native Advertising Days 2024 in DGI-Byen in Copenhagen, Denmark on June 12 -13 2024 to learn and network.

Dedicated to native advertising
+30 speakers
+300 peers

Register here

Inspiration, expertise, insights and a whole lot of networking

Participate in a unique event with a 100% focus on native advertising and branded content, with all of the media industry.

After 2 days of knowledge sharing, networking and inspiration you will leave enlightened by the most innovative work in native advertising industry on a strategic and tactical level.

It’s a perfect environment for learning and networking with like-minded professionals in the best ways possible.

Some of the other great studios you'll meet at the conference

BBC StoryWorks
Bonnier News
Financial Times
Fortune

Agenda

08:10

Registration + Coffee

09:00

Kick-off

Hosts: Stine Holmgaard, CGO and Partner, Native Advertising Institute and Jesper Laursen, Founder & CEO Native Advertising Institute

TBA


Stine Holmgaard

Chief Growth Officer & Partner at Native Advertising Institute

Stine is the Chief Growth Officer at Native Advertising Institute. She recently returned to NAI after 4 years away. Previously, she has been NAI's Chief Operating Officer running the Native Advertising Days Conference and building and running the Native Advertising Awards Program.

Before her return to NAI, Stine headed up marketing for Solita A/S. Solita is one of the fastest-growing next-gen data consultancies in the Nordics with a rather advanced in-house team of tech-savvy marketers and is present in 8 markets.
Stine is first and foremost a firm believer in data-driven marketing fueled by content marketing, and she believes in running a well-oiled marketing machine by creating interest and excitement through inspiring, relatable, and relevant content designed to attract, engage, and delight external and internal stakeholders. She sees native advertising as a valuable means to increase the chances of presenting GREAT content and important messages to good people in their preferred channels.

Jesper Laursen

Founder and CEO of the Native Advertising Institute

In addition to founding the Native Advertising Institute, Jesper Laursen is the CEO of Brand Movers and Media Movers. The companies work with content marketing and journalism, respectively.

Jesper, a passionate content marketing and native advertising entrepreneur and speaker, believes that native advertising done right holds great potential for getting your message across to the right people, at the right time and in the right manner.

His company Brand Movers publishes the largest magazine in Northern Europe on the subject called Content Marketing Magazine and works with various brands and media on native advertising projects.

09:15

RE:Think Innovation

Keynote: Carla Johnson, Innovation Architect, 10xAuthor & Global Keynote Speaker (US)

People think innovation is expensive,time-consuming, and complicated.
That it takes special skills, special titles,and special budgets. Are we doomed to a life of status-quo thinking and underperforming results? Of battling too many demands and risk-adverse roadblocks? Of wistfully dreaming we’re the golden unicorn who comes up with fantastical ideas at the drop of a hat?

What if, instead of struggle and frustration, there was a proven framework for consistently developing the great ideas that drive bottom-line impact? And what if everyone in your organization could learn it? It’s time to rethink your approach to
innovation.

In this keynote, Carla Johnson demystifies how the innovative icons deliver time and again. You’ll discover why inspiration needs to leave the conference room and venture out into the real world. Carla shows you why true innovation can come from anywhere and lead to measurable results in days, not years. You’ll walk away feeling confident to introduce a new culture of innovation where people are excited to develop new ideas, make good ideas better, and support a mindset of innovation by everyone.

Key Takeaways

  • Reimagine the roll innovative thinking plays in how teams and organizations get work done.
  • Understand why most groups fail at innovation even though they say it’s a key competitive priority.
  • Learn a proven, 5-step process to consistently come up with ideas for any situation that have a bottom-line impact.

Carla Johnson

Innovation Architect, 10xAuthor & Global Keynote Speaker 

As the world’s leading Innovation Architect, Carla Johnson’s on a quest to make innovation everybody’s business. Having written 10 books and studied both innovation and architecture for more than 20 years, she’s developed proven frameworks that help leaders make innovative thinking a competitive advantages with measurable results.

Carla equips her clients with the tools, skills, and mindsets to deliver better outcomes, faster. Her streamlined and creative approach leads to undiscovered possibilities, greater employee engagement, and sustainable results.

09:45

The Keys to Increase Engagement in Native Advertising

Keynote: Victor Vendel, Team manager at Bonnier News Brand Studio (SE)

Discover the dynamic power of video in boosting engagement and elevating the success of native campaigns. 

Bonnier News Brand Studio's Victor Wendel, will show you how integrating premium native advertising solutions can significantly enhance user interaction and time spent on content. 

But what about conversion rates? And is it feasible to produce high-quality TV content on a modest budget? 

Victor will tackle these critical questions, offering practical insights and innovative solutions. Join us to uncover strategies that could transform your digital content approach, ensuring effectiveness while managing costs.


Victor Wendel

Team manager at Bonnier News Brand Studio

Victor Wendel is a Team Manager for the Bonnier News Brand Studio video and podcast department. 

He has worked with TV production for more than a decade, with slightly over half of that time at Bonnier News. He leads the Brand Studio's award-winning TV team, which produces all types of commercial video content and reaches millions of people daily via the Bonnier News platforms.

10:15

Stop Begging For Attention: How Can Podcasts Get Your Brand Noticed?

Keynote: Annalise Nielsen, Head of Strategy and Development at Pacific Content(CA)

In an increasingly saturated digital landscape, podcasts emerge as the ultimate opportunity for brands to capture and keep attention. 

With completion rates over 80%, Pacific Content sets the bar high for branded podcasts. In this session, Head of Strategy and Development Annalise Nielsen shares four creative ways brands can leverage the large and engaged audiences of podcasting.

Through compelling case studies and revealing data, this session will demonstrate how brands are using podcasts to deepen relationships with customers, inspire emotional connection and ultimately generate tangible business results.

Key takeaways

  • There’s A Strategy For You: We’ll cover the diverse podcast strategies available to brands, empowering you to find the perfect solution for your unique business challenge and objectives. 
  • Don’t Skimp On The Creative:  Recognizing the discerning nature of podcast audiences, we’ll cover the imperative for exceptional podcast production and creativity to captivate and maintain listener attention. Discover the importance of creating content that feels like a gift for your target audience.
  • Data-Driven Impact: Gain practical insights into how brands measure the success of their podcast strategies.
     

Annalise Nielsen

Head of Strategy and Development at Pacific Content

Annalise is a podcast professional whose love of audio storytelling has driven her entire career. After producing a podcast series for her MFA in Documentary Media, she worked for eOne’s Podcast Network producing podcasts, and later, developing marketing and business strategies. She then worked for Frequency Podcast Network, where she deepened her experience producing podcasts (such as “The Gravy Train,” which quickly reached #1 on Apple Podcasts Canada), marketing podcasts, and monetizing podcasts. Currently, she is Head of Strategy and Development at Pacific Content, the world leader in podcasting for brands. Annalise is passionate about the power of podcasts to drive tangible business results for brands.

10:45

Coffee Break

11:15

Become a Corpfluencer - What Corporations Can Learn From Influencers

Track 1: Henric Smolak, Country Director, Azerion (SE)

Step into the world of corpfluence with Henric Smolak, the Swedish Country Director at digital advertising and entertainment platform Azerion, as he delves into the invaluable lessons corporations can glean from influencers. Explore innovative strategies that bring corporations closer to their audiences, revolutionising marketing in the digital age.

3 Key Takeaways:

  • Discover how corporations can use influencer strategies to build stronger connections with their audience.
  • Find out how understanding your audience's daily habits can make your ads more effective.
  • Learn how integrating content marketing with other strategies can boost your brand's performance and improve user experience.
     

Henric Smolak

Country Director Sweden at Azerion

Henric is the Swedish Country Director at Azerion, one of Europe’s largest digital advertising and entertainment media platforms. He is a frequently engaged speaker and course leader on content marketing, digitalization, and the digital media landscape. As the host of 'Under 15,' one of Sweden’s largest tech podcasts, and co-author of 'Nu fattar jag,' a book about our digital present and future, Henric has interviewed some of the most influential people within tech and digitalisation. Through his high energy, he effectively engages the audience and explains complex digital concepts in a fun and easy-to-understand way. 

11:15

Game-Changing Engagement: The Power of Play in Advertising

Track 2: Andreas Fabricius, Co-CEO & CCO, Playable & Lucass Kjøller, Strategic Growth Lead, Playable (DK) Playable (DK)

Step beyond traditional advertising boundaries and engage your audience in a new way - through play! This session uncovers the art of incorporating gamification and interactivity into your marketing strategy for exciting and memorable campaigns that deliver unparalleled results.

Key takeaways from this session:

  • How to leverage the power of play - a highly effective tool to boost acquisition, engagement and loyalty, at every customer touchpoint.
  • Why playable ads are a game-changer for both advertisers and publishers - offering more efficient ad spends, increased engagement, and amplified brand awareness.
  • Gain insights and inspiration from real-world success stories that showcase the impact of playable ads and marketing gamification.

Andreas Fabricius

Co-CEO & CCO at Playable

With a fascination with marketing technology and everything related to it, Andreas is always on the lookout for new techniques that help refresh marketing and changing business models. Andreas leads the commercial functions at Playable, helping companies create high-performing campaigns that deliver zero party data, high quality leads and activate and engage the target audience across many countries

Lucass Kjøller

Strategic Growth Lead at Playable

With over 10 years experience in Martech and media, Lucass’s current specialism at Playable is helping companies optimize media buying and deliver interactive display ads. He is working with the biggest Scandinavian publishers and advertisers, utilizing gamification to enhance digital advertising effectiveness.

11:50

How We Revolutionized Brand Engagement: Story on Harnessing AI to Elevate Customer Experiences and Influence Public Health

Track 1: Ksenija Latkovic Kozarac, Digital Communications Director, Podravka (HR)

In an ever-changing landscape driven by evolving user needs and groundbreaking technologies, this presentation unveils a pioneering AI solution that elevates brand engagement to unprecedented heights.

Introducing Superfood-Chef by Coolinarika, a virtual assistant guided by artificial intelligence that not only understands users' preferences but also promotes healthier choices, fosters trust and enhances well-being.

Join us to discover how Coolinarika by Podravka, the leading culinary platform in Croatia and the region, embarked on a daring journey to tackle the pressing issue of obesity. By harnessing cutting-edge generative AI technology, this initiative revolutionized brand communication and user engagement. Through a blend of human-centred design, agile development, and premium native advertising, the project achieved groundbreaking results, driving significant social impact and inspiring a genuine shift towards healthier lifestyles. Furthermore, this presentation serves as a compelling showcase of successfully navigating the intersection of tradition and innovation within a large, established company.


Ksenija Latković Kozarac

Digital Communications Director, Podravka d.d.

Ksenija Latković Kozarac is a renowned marketing & communication expert with 20+ years of experience gained in executive-level positions on the media, agency, and client side. She started her career within the marketing department of the first commercial TV station in Croatia (CME, Nova TV) followed by a dynamic journey within an international media agency (OMD Croatia) and lastly corporate marketing (Adris group). 
 

These days, she's leading the digital communications and digital product development operations within corporate marketing at Podravka, the largest food company in the region, operating on 60+ markets WW.
 

On a more personal note - Ksenija is curious by nature, addicted to learning new things, and believes that meaningful & innovative projects never go „out of style “no matter the technology behind them…

11:50

Meet Charlie: Puppy Love, Animal Rights & Broadcast Fiction

Track 2: Nora Vanderschrick, Head of Native, Creative & Strategy DGP Media (BE)

GAIA, a Belgian non-profit organisation for animal rights, wanted to increase awareness of the terrible consequences of puppy mills.

Often too violent and shocking images turn people numb - something we want to avoid at all costs. What if we turn fiction into reality and create a crossmedial campaign that leads to more than just awareness?

Takeaways

  • Find out how native advertising helped to reverse the perception of a non-profit organisation into an essential one and garnered it full support
  • How each medium within a cross-media campaign enhances the others to obtain the ultimate goal of a campaign
  • How emotion can trigger action
  • Who doesn’t love puppies?
     

Nora Vanderschrick

Head of Native, Creative & Strategy, DPG media

In 2023, I celebrated my 13th work anniversary at DPG media, formerly known as The Persgroep Publishing, the biggest media company in Belgium. The secret behind a good native campaign is finding the unique common goal between our own publishing brands and advertisers: entertaining, educating & informing our audiences.

And there you have what I like the most about my job.

Inspiring our talented team to make native advertising a success and blooming business.

Enabling growth in revenues by looking for new innovations.

And last but not least: a well thought-out pricing and evaluation model.

As from 2018, de Persgroep Advertising merged with MEDIALAAN. I’m now responsible for the department “Creative & Strategy” over all media (radio, tv, online, print) and” the Strategy & product team Native advertising”. More challenges to come!

11:50

Unlocking Data – The Hidden Gem in The Sales Pitch

Roundtable Session: Moderator TBA, Schibsted Brand Studio (SE)

Let’s uncover the potential that lies in all the data from our native campaigns! 

By using high-quality data and state of the art tech platforms, Schibsted Brand Studio provides advertisers with valuable insights about their campaigns. In addition, by starting to seamlessly integrating data from previous campaigns into our sales pitches, we enhance our narratives and connect more profoundly with our audiences – and our customers. Join us for a dive into how we can use data and insights in the sales pitch going forward together with Schibsted Brand Studio.


 


12:20

Lunch

13:10

The Art & Science of Brand

Track 1: Claire Austin, Principal Consultant at LinkedIn (UK)

Step into the world of cutting-edge B2B marketing insights with our exclusive LinkedIn session! Delve deep into the latest findings from the LinkedIn Brand Study, revealing the secrets behind crafting impactful brand campaigns. Prepare to be empowered with actionable media strategies, creative insights, and expert recommendations that are guaranteed to elevate the performance of your future campaigns. Don't miss this opportunity to unlock the key to success and revolutionise your marketing approach!

Key takeaways

  • Learn how to deliver the most effective B2B brand awareness campaigns
  • Understanding the most important creative and media factors that influence brand awareness and uplift 
  • Be inspired by best practice examples of contributing factors 
     

Claire Austin

Principal Consultant at LinkedIn

Claire Austin is a seasoned marketing executive renowned for her expertise in both B2B and B2C across Europe and Asia Pacific.  Claire has a remarkable track record for helping brands grow and enhancing brand reputation. Claire is now a Principal Consultant at LinkedIn working with top tech brands on their content marketing and branding strategies. 

13:10

Did Your Last Campaign Work? Uncovering Native Advertising’s Secret Potential

Track 2: Amanda Mattsson, Marketing Manager, Brand Metrics & Anders Lithner, CEO, BrandMetrics (EMEA)

What makes a native campaign successful? What can you learn from it that will make your next campaign even more effective? Measurement of native advertising is difficult. It typically focuses more on engagement than outcomes, but wouldn’t it be great to know how your campaign has affected brand perceptions too? Brand Metrics has measured the outcomes of thousands of native campaigns for the world’s leading publishers and will be sharing insights and recommendations from their extensive measurement database. 
 


Anders Lithner

CEO at Brand Metrics

Anders Lithner is CEO and co-founder of Brand Metrics, a tech platform used globally for measuring the brand lift outcome of digital advertisement, including thousands of native campaigns. His background is in academic media studies, followed by many years as entrepreneur in the market research industry.

Amanda Mattsson

Marketing Manager at Brand Metrics

As the Marketing Manager at Brand Metrics, Amanda Mattsson is responsible for enhancing the company’s profile and relevance across the industry. Starting as a Customer success manager, Amanda brings a unique perspective on understanding and meeting customer needs. Responsibilities include promoting the benefits of brand lift measurement, advocating for the company's unique approaches and product developments, and collaborating with clients to derive deeper insights from their data.

13:10

Audio – The Rising Star of Native Advertising

Roundtable Session: Jimmy Rydén, Audio Content Producer, Schibsted Brand Studio (SE)

All marketers' goal is not only to capture attention, but to hold it. And this is where native podcasts are a powerful solution.


Join Jimmy Rydén, Audio Content Producer at Schibsted Brand Studio, in this discussion on the magic of sound, and how we all can capitalize on the growing demand.
What’s the ultimate sales pitch for sound? What’s the optimal space in the editorial ecosystem? And how do we best prove and measure its effects?


 


Jimmy Rydén

Jimmy Rydén, Audio Content Producer at Schibsted Brand Studio (SE)

Bio coming soon

13:45

Human Versus AI. Will You Take the Red or the Blue Pill?

Track 1: Mikaela Folkestad, CEO, Schibsted Partnerstudio (NO)

Presentation Description to come


Mikaela Folkestad

CEO, Schibsted Partnerstudio

Mikaela Folkestad (32) is the CEO of one of Norway's largest content studios Schibsted Partnerstudio. She has previously worked within business and product development and tech in Partnerstudio, and brand management in Orkla.

13:45

Questioning the Potential of AI: Insights from a Formula 1 Native Advertising Project

Track 2: Alexander Aude, Head of Video, Brand Movers (DK)

Join our session to explore the journey of creating a native advertising project featuring a documentary on Formula 1 driver Kevin Magnussen. Delve into the use of AI in advertising, examining its real-world application versus theoretical ease, highlighted through a major campaign. Uncover common challenges in integrating AI with insights from Alexander Aude, Head of Video at Brand Movers and project director, who will share captivating visuals and anecdotes from the production. This session promises to illuminate the practical hurdles of using AI in creative projects.

Key takeaways

  • Gain creative inspiration from a bold and ambitious native advertising endeavor.
  • Explore a detailed case study highlighting the nuances of AI integration, including both successes and setbacks.
  • Stimulate reflection on the role of AI in shaping the landscape of our creative projects.
    Don’t miss this opportunity to gain invaluable insights and inspiration for your own creative endeavours!
     

Alexander Aude

Head of Video at Brand Movers

Alexander has 15 years of experience in video strategy, ideation, production and direction of commercial video formats. 

Kunde & Co, BBDO Worldwide, Chimney / Edisen are all a part of Alexander's CV and he now works as the head of the video department at Brand Movers. 

Alexander has worked for brands such as Snickers, SAS, Danske Spil, Arla, P&G, Novo Nordisk, UBS and Nickelodeon. 

13:45

Does Native Advertising Really Work? Exploring How Outcomes Measurement Can Foster Greater Creativity.

Roundtable Session: Sean Adams, Chief Marketing Officer, Brand Metrics (SE)

How are you measuring your native campaigns? What are your advertisers asking for? What data would you love to access every campaign? What is stopping you from getting it? Join Brand Metrics at this interactive roundtable discussion, exploring the challenges and opportunities of measuring native advertising campaigns and how having more measurement data would help enhance future campaign development.
 


Sean Adams

Chief Marketing Officer at Brand Metrics

Sean Adams holds the title of Chief Marketing Officer at Brand Metrics. His primary responsibility revolves around elevating the company's profile and significance within the industry, as well as among potential sales prospects and existing clients. His duties encompass various tasks, including advocating for the advantages of brand lift measurement, endorsing the company's distinctive approach and product advancements, collaborating with clients to derive deeper insights from their data, and showcasing their achievements to the market through case studies and PR materials.

13:45

Tools of Engagement: Marketing Gamification in Action

Roundtable Session: Dennis Rohde Ladegaard ,Senior Client Manager, Playable (DK) and Joen Jay Dahl,Senior Native Specialist, Ekstra Bladet Brand Stories (DK)

Join Playable and Ekstra Bladet for an engaging roundtable discussion on the shared challenges of advertisers and publishers in driving real engagement - and exploring gamification in your toolkit for measurable success.

  • Which tools do you use to ensure engagement in your activities?
  • How do we all tackle the challenges in capturing audience attention?
  • How will you ensure measurable impact in your activities without cookies in the future?
  • What strategies can be used to boost engagement, enhance interaction and interest?
  • Where traditional marketing can be transformed with impactful gamification and interactivity in advertising.

     

Joen Jay Dahl

Senior Native Specialist, Ekstra Bladet Brand Stories

Joen is a driven and creative content strategist with a passion for people and communication. Aside from brand building, He is very passionate about creative storytelling and user interaction/experience. Joen is intrigued by Content Marketing and its ability to convey and shape brand stories and customer relationships in different environments all through storytelling.

Dennis Rohde Ladegaard

Senior Client Manager, Playable

With a background in the media industry, the coupling of gamification and the media landscape is where I thrive. I specialise and partner with a wide range of our media clients in generating high engaging campaigns with a focus on modern performance metrics.  

13:45

Will Artificial Intelligence Completely Revolutionize Native Storytelling?

Roundtable Session: Yvonne Beister, Content- & Strategy-Director, Axel Springer Brand Studios & Tina Edquist, Director Projects & Business, Axel Springer Brand Studios (DE)

The AI market is one of the fastest growing markets in the world, with revenues set to rise to 407 billion US dollars worldwide by 2027, according to market researchers MarketsandMarkets. Companies see AI as a huge opportunity; according to Forbes, 64% expect AI to increase their productivity.
 

The media industry is already benefiting from the AI boom! In the roundtable talk, Yvonne Beister and Tina Edquist, Directors of Berlin based Axel Springer Brand Studios, will give a brief insight into how Europe's largest publishing house is successfully using AI and report on the cooperation between ChatGPT and Axel Springer. In the subsequent talk, challenges, applications and visions for the future will be discussed.
 


Yvonne Beister

Content- & Strategy-Director Axel Springer Brand Studios

Yvonne Beister is the Director of the Axel Springer Brand Studios, the largest content marketing unit of Axel Springer Company. There she has successfully developed more than 1000 cross-media campaigns and storytelling concepts for all major German brands within the last six years and has been awarded with the Native Advertising Award several times and nominated for the Nova Award of the BdZV, among others. According to the Native Advertising Institute, she is one of the 100 most successful women in the advertising industry.

Until 2016, Yvonne Beister was responsible for the entertainment department of Europe’s biggest news-brand, BILD, won the Axel Springer Prize for Young Journalists in 2009 and headed the Springer bureau in Los Angeles, California.

Beister studied media management at Ohio State University and journalism at the Columbia School of Journalism in New York.

Tina Edquist

Director Projects & Business at Axel Springer Brand Studios

Since 2005 I have been working for Axel Springer in various positions. My passion for client cooperations led me to the role of Director Business & Projects in the Axel Springer Brand Studios where I am responsible for all operations- and business-related topics in the field of Native Advertising and brand cooperations since 2019.

With a highly motivated team of project and campaign managers as well as business and communication Pros we constantly improve processes, further develop analytic tools and support our sales colleagues with all the knowledge they need to further grow sales for our native products.

It’s amazing to see, how we managed to successfully execute numerous campaigns by building trust and recognition through long term partnerships for worldwide leading companies like Mercedes, Bosch and Rolex as well as helping minor or start-up businesses to create awareness for their topics.

14:15

Coffee Break

14:45

Driving Engagement: Navigating the Intersection of Creativity, Distribution and Engagement in Branded Content

Panel: Hosted by David Jenkins, Commercial Director Nativo (UK) feat. panelist: Kristine Kaalund, Creative Director, Politiken (DK), Christelle Abou Anny, Senior Advertising Manager, DMS (UAE) and David Lennon, Senior Vice President, Fortune (US)

Join us for an insightful panel discussion as we delve into the findings of the recent NAI/Nativo survey, exploring how content studios are optimising distribution tactics to drive audiences towards premium branded content. 

Led by David Jenkins from Nativo, the session will kick off with a succinct overview of the survey results, setting the stage for an engaging dialogue.

Our expert panel will then dissect the implications of these findings, offering practical insights on distribution strategies for maximum engagement. From navigating the complexities of balancing metrics like CPM/CTR with content quality to devising innovative approaches for campaigns across diverse publishing environments, our discussion will delve into core challenges faced by content studios today.

With a focus on actionable solutions, we'll explore how studios can drive impactful results even with limited budgets and navigate the potential internal challenges and conflict between native traffic driving units and in house display campaigns.

Don't miss this opportunity to gain valuable perspectives and strategies for elevating your content studio's performance.

 

Panelist: 

Kristine Kaalund, Creative Director Politiken (DK) 

Christelle Abou Anny, Senior Advertising Manager DMS (UAE)

David Lennon, SVP, Fortune (US)


David Jenkins

Commercial Director - Europe, Nativo - The Storytelling Platform

With 10+ years’ experience in digital advertising and content marketing, David has spent the last 4 years leading commercial and publisher development for Nativo in Europe. Working alongside Nativo’s award-winning in-house media and operations teams, when David is not focussing on growth across the region, he uses his hands-on campaign experience from publishers like The Economist to help media companies build a successful and sustainable business from native advertising and branded content.

Kristine Kaalund

Creative Director, Politiken Brand Studio

Kristine is Creative Director at Politiken Brand Studio. Politiken is the largest quality news media in Denmark. Politiken Brand Studio creates relevant and credible stories that matter – both for the end user and our commercial collaborators. We help brands push agendas and reach their goals based on high quality journalism and effective story telling. With several years of experience within the field of branded content, Kristine is driven by creating high end and relevant content – always with a story first-mindset with the aim of inspiring and engaging.

Christelle Abou Anny

Senior Product Manager, Native Advertising at Digital Media Services

Christelle is the Senior Product Manager, Native Advertising at Digital Media Services – the official digital media arm of Choueiri Group. With over eight years of experience in the digital marketing landscape in the MENA region, and a long-standing passion for languages and cultural nuances, Christelle specializes in developing innovative content strategies that redefine how clients engage with their target audiences, propelling brand growth and fostering meaningful connections.

David Lennon

SVP, Head of Fortune Brand Studio at Fortune Media

David Lennon is a branded content veteran who has built out successful creative teams within global media organizations. Lennon joined the newly independent Fortune Media (New York) in 2019 to launch FORTUNE Brand Studio. He previously led branded content teams at Vice Media (Brooklyn), The Wall Street Journal (New York), and Bloomberg (New York & London). Lennon started his career in advertising at McCann-Erickson (Manchester, U.K.). He has created content and commercial campaigns for the world’s leading brands and organizations, winning 500+ international creative awards, including D&AD Pencils, Webby, Cannes Lion, and Anthem Awards.

15:25

Navigating the Next Era of Branded Content: Integrated Storytelling in a Crowded Advertising Landscape

Keynote: Raquel Bubar, Managing Director T Brand Studio International at The New York Times (US)

In an era where the digital landscape is saturated with content, the future of native advertising is in need of a fresh approach to branded content. Our strategies for brands to create compelling, relevant, and impactful storytelling content are more sophisticated than ever before.

Join Raquel Bubar, Managing Director for T Brand Studio International, New York Times Advertising, as she explores the next era of holistic branded content storytelling across multiple platforms in an increasingly crowded world. Drawing from her experiences with global clients, she’ll share an approach that moves beyond traditional articles to immersive visuals and thought-provoking narratives that resonate with audiences, meeting them wherever they are across the portfolio of The New York Times.


Raquel Bubar

Managing Director, T Brand Studio International, The New York Times

Raquel Bubar leads the international arm of T Brand,  the branded content studio in The New York Times Advertising department. T Brand Studio International spans offices in London, Paris and Singapore. Born in 2015 to represent the NYT’s international push into global creative partnerships, Raquel has built its reputation for high-quality branded content around the world. Raquel heads up a creative, strategic and insights-based team of creative strategists, designers, editors, project managers, technologists and audience development experts who tell impactful stories for a global audience who wants to engage with the world. The team has achieved international recognition and awards for its innovative and creative campaigns, particularly for partners including UBS, Philips, Rimowa, Pomellato, Unilever and Cartier.

Raquel has been a judge and co-chair of the World Media Awards and Native Advertising Awards, in addition to being a speaker at both events. She has also spoken at IAA-U.K., IAB-Madrid, City Nation Place, nextMedia.Hamburg, VideoWeek London and AdWeek London. Raquel first joined The New York Times in the New York headquarters before relocating to London to launch creative operations in Europe and Asia. Prior to T Brand Studio, Raquel led digital public relations and social media campaigns at Edelman, based in Washington, D.C. and New York. She has a M.A. from the London School of Economics and Political Science, and a B.A. in History and Psychology from Brandeis University. She is from Washington, DC and now lives in London with her husband and son.

15:55

Winning in Marketing with Creativity, Not Cash

Keynote with Andy Sitta, Head of Seznam Brand Studio (CZ)

In today’s hyper-competitive marketing landscape, it’s not always the heaviest purse that wins, but the most creative mind. Imagine being tasked with creating a blockbuster-level campaign on a shoestring budget. Where do you start? In this dynamic keynote, Andy will demonstrate how sheer creativity fused with strategic marketing can overcome budgetary constraints.

He’ll unpack the riveting story behind the ‘Gateway to a World of Unbridled Imagination’ campaign, which earned an impressive 10 nominations at this year’s Native Advertising Awards. Dive into a realm where children’s boundless imaginations meet ChatGPT and insightful editorial craftsmanship.

Be ready for an engaging session that may just redefine your approach to marketing challenges.

Warning: some members of the audience might be sent to the guillotine.

Key takeaways

  • Empowerment to Innovate: Break free from traditional constraints and
    embrace bold, creative risks in your marketing strategies.
  • Rethinking Budgets: Learn how to stop letting small budgets stifle your
    creativity and start seeing them as an opportunity to innovate.
  • Sustained Impact: Discover how genuinely useful campaigns can drive brand
    growth and continue to perform long after they’ve ended.
  • Bonus Insight: Gain a practical tip on surviving parenthood.

Andy Sitta

Head of Seznam Brand Studio

As a professional marketer educated in the UK and Australia, with an agency background from London, I am currently reshaping the digital advertising landscape in Czechia as the Head of Seznam Brand Studio, which I founded. My career-long mission is to improve the quality of ads for both clients and readers. By leveraging a variety of formats including articles, videos, podcasts, and others, my team and I connect the largest Czech online audience with brands, effectively telling clients' stories in a visually captivating and engaging manner that drives business results.


In 2023, Andy was named the Native Advertising Marketer of the Year.

16:25

Supercharge Your Native Ad Soul

Keynote with Stine Holmgaard, Chief Growth Officer & Partner at Native Advertising Institute

This session will leave you inspired and reenergized - That's all there is to say about this final session of the day. 

Oh...and...it's not a meditation on great native advertising and branded content, promise!


Stine Holmgaard

Chief Growth Officer & Partner at Native Advertising Institute

Stine is the Chief Growth Officer at Native Advertising Institute. She recently returned to NAI after 4 years away. Previously, she has been NAI's Chief Operating Officer running the Native Advertising Days Conference and building and running the Native Advertising Awards Program.

Before her return to NAI, Stine headed up marketing for Solita A/S. Solita is one of the fastest-growing next-gen data consultancies in the Nordics with a rather advanced in-house team of tech-savvy marketers and is present in 8 markets.
Stine is first and foremost a firm believer in data-driven marketing fueled by content marketing, and she believes in running a well-oiled marketing machine by creating interest and excitement through inspiring, relatable, and relevant content designed to attract, engage, and delight external and internal stakeholders. She sees native advertising as a valuable means to increase the chances of presenting GREAT content and important messages to good people in their preferred channels.

16:35

Round Off Day 1

With Stine Holmgaard and Jesper Laursen, Native Advertising Institute

16:50

Relax in Copenhagen

19:00

Awardshow check-in

19:30

The Native Advertising Awards 2024

Awardshow hosted by Jesper Laursen, Founder, Native Advertising Institute and Tine Karlsen, CEO & Co-Founder, Vev (NO)

Join us when we find out who wins this year’s Native Advertising Awards. With nominations in 32 categories from all over the World, this is the perfect opportunity to come together and celebrate the winners of the best work anno 2024.

 

NB. The Native Advertising Awards is for 'Conference + Awards' ticket holders ONLY!

Want to upgrade your 'Conference Only' ticket to include a complementary evening party? Please reach out to events@nativeadvertisinginstitute.com to upgrade.


Tine Karlsen

CEO & Co-Founder

Based in Norway, Tine Karlsen is the CEO & Co-founder of Vev.

While working at a digital design and publishing firm, Tine witnessed the persistent problem of developers being siloed from designers and content creators; to solve this, Tine and CTO Nicolay Thafvelin founded Vev in 2017 to unite the creative and technical parts of the design process. Since then, Vev has seen incredible growth, with notable users such as Schibsted, Politico, The Daily Mail, DN, The Economist, CNA,  Experian, MillerKnoll, WWF, and Pfizer.

With over a decade of experience in the no-code and low-code space, Tine has gone on to deliver talks at events such as AwwwardsConf Amsterdam 2022 and she has devoted her career to dismantling the creative and technical barriers surrounding building on the web. Focusing on thoughtful collaboration and open tech, her work at Vev is helping global brands and creative studios publish award-winning immersive experiences anywhere on the web.

Jesper Laursen

Founder and CEO of the Native Advertising Institute

In addition to founding the Native Advertising Institute, Jesper Laursen is the CEO of Brand Movers and Media Movers. The companies work with content marketing and journalism, respectively.

Jesper, a passionate content marketing and native advertising entrepreneur and speaker, believes that native advertising done right holds great potential for getting your message across to the right people, at the right time and in the right manner.

His company Brand Movers publishes the largest magazine in Northern Europe on the subject called Content Marketing Magazine and works with various brands and media on native advertising projects.

21:00

Award Party

Party continues at 'Vestauranten' in DGI-Byen

And so the party continues - we have people to celebrate and great tunes to dance to.

NB. The Native Advetising Awards is for 'Conference + Awards' ticket holders ONLY!

Want to upgrade your 'Conference Only' ticket to include a complementary evening party? Please reach out to events@nativeadvertisinginstitute.com to upgrade.

 


09:00

Registration + Coffee

09:35

Kick-off

Hosts: Stine Holmgaard, CGO and Partner, Native Advertising Institute and Jesper Laursen, Founder & CEO Native Advertising Institute

09:40

My Very Personal Love (and Hate) Story About the Axel Springer Brand Studios

Keynote: Juliane Sydow, General Director Axel Springer Brand Studios, Media Impact (DE)

Axel Springer is a media and technology company, active in more than 40 countries, and has transformed from a traditional print media company to Europe’s leading digital publisher. That's where I work.

I love my job, and sometimes I don't. We all know that somehow. I'll tell you my very personal story of running the Axel Springer Brand Studios and I promise you: you won't be bored, you'll gain a new perspective and you will surely recognize yourselves in one or the other story.


Juliane Sydow

General Director Axel springer Brand Studios, Media Impact

Juliane Sydow heads the Axel Springer Brand Studios by Media Impact, the marketing arm of Axel Springer Publishing House. The studio produces multimedia campaigns for the largest advertising clients in the German market. Juliane has a diploma in business administration and media consulting and lives with her children in Berlin.

10:10

Intelligence With Influence: The Real Power of Thought Leadership

Keynote: Rob Mitchell, CEO at FT Longitude, Financial Times (UK)

More and more marketers are using thought leadership to help them stand out in an intensely competitive economy. Yet despite this growth in popularity, thought leadership remains a poorly defined and misunderstood term.

  • So how should marketing and communications professionals approach this challenging area?
  • What works well and is likely to resonate with audiences, leading to increased influence and impact?
  • And what are the pitfalls and common mistakes that companies make, and that ensure that their thought leadership sinks without trace?

Rob Mitchell

CEO at FT Longitude

Rob is the co-founder and CEO of FT Longitude, the specialist thought leadership and B2B content strategy business that is part of the Financial Times Group. Rob has led Longitude since its formation and oversaw the acquisition of Longitude by the FT in 2018. He is a frequent commentators and speaker on B2B marketing and thought leadership trends.

10:40

The Art of Native Ad Perception/noitpeceD

This is another special surprise session that you will have to be present to witness - and one you don't want to miss.

The description is written in invisible ink and the event team has sworn to secrecy so don't bother guessing what's in store for you.


11:10

Coffee Break

11:40

Empowering Campaigns with AI: Tools for Research, Production, and Distribution

Track 1: Peder Hammerskov, IAI x Journalism, Assistant Professor at DMJX | Fellow at Digital Democracy Centre, University of Southern Denmark (DK)

Join Peder Hammerskov (DMJX) in this enlightening session where he explores cutting-edge AI tools that revolutionize research, content creation, and distribution within advertising campaigns. This talk will provide practical insights into harnessing AI for crafting compelling written, audio, and video materials, enhancing research methodologies, and optimizing distribution strategies.

Whether you're a marketer seeking to elevate your campaign efficiency or a content creator aiming to leverage AI innovation, this presentation will equip you with the knowledge and tools to transform your advertising efforts.


Peder Hammerskov

AI x Journalism, Assistant Professor at DMJX | Fellow at Digital Democracy Centre, University of Southern Denmark (SDU)

Peder Hammerskov is an experienced lecturer and instructor from the Danish School of Media and Journalism who has specialized in the application of artificial intelligence in our work and daily life. Peder teaches the use of artificial intelligence in courses, bachelor's, and diploma programs, and he also conducts workshops and presentations on the subject.

11:40

Beyond Expectations: Elevating the Funnel With Native Advertising

Track 2: Tobias Waldefeldt Lindner, Head of Creative Concept, Schibsted Brand Studio (SE) & Julia Nyback, Content Manager, Schibsted Brand Studio (SE)

In this insightful presentation by Tobias Lindner and Julia Nyback, we delve into the transformative potential of native advertising across leading news sites in Sweden.

By mapping and analyzing multiple native campaigns, we demonstrate not only their effectiveness at various stages of the marketing funnel but also their potential to exceed traditional expectations.

With a strategic mix of editorial concepts, specialized tools, and precise outcomes, we explore how native advertising can offer unparalleled value. This session challenges prevailing norms and encourages advertisers to elevate their engagement strategies by harnessing the power of native content. Join us to uncover how you can leverage these insights to enhance your advertising efficacy and create more impactful campaigns.


12:10

Empowering Local Media: Unveiling the Potential of Native Advertising

Track 1: Robin Nilsson, Product Lead, NTM (SE)

Join Robin Nilsson, Product Lead at NTM, as he explores the dynamic landscape of native advertising within local media. Uncover the latest trends, leverage the distinct advantages, and tackle the pressing challenges inherent to native advertising.

Can a native campaign within a local newspaper effectively rival industry giants in engagement and reach?

Discover firsthand examples and invaluable insights from the hands of a local Swedish publisher. Gain the expertise needed to orchestrate successful local native projects that captivate audiences and drive impactful results.


Robin Nilsson

Product Lead Native, NTM

Robin Nilsson is Product Lead Native at the Swedish publisher NTM. NTM is one of Sweden's largest groups for local media. The core of the business is the editorial work. They deliver local news every day and work for the prosperous local community to create a better place to live and work.

Robin started his career in journalism but took the leap over to the commercial part of content more than 10 years ago. Since then he has been working at Schibsted Brand Studio, Microsoft, the Swedish real estate portal Hemnet and now NTM.

12:35

Lunch

13:25

Secrets Revealed: Why CMOs Buy Native Advertising Campaigns

Panel: Hosted by Jesper Laursen, CEO & Founder, Native Advertising Institute

Join us for an exclusive panel discussion featuring four top CMOs who are at the forefront of native advertising innovation. This dynamic session will kick off with each CMO sharing a concise, five-minute overview of their approach to purchasing native advertising campaigns. They will delve into what drives their decision-making, the key elements they look for in a campaign, and how they measure success. This is your chance to gain insights directly from the decision-makers who are shaping the future of native advertising.

Following these insightful introductions, the session will transition into an engaging conversation led by Jesper Laursen, the founder of the Native Advertising Institute. Jesper will pose thought-provoking questions, drawing out the CMOs’ experiences, challenges, and predictions for the evolving landscape of native advertising. 

The discussion will cover:

  • Strategies for integrating native advertising into broader marketing plans.
  • Measuring ROI and the metrics that matter most.
  • What are you looking for when buying a native advertising campaign?
  • What will convince you to dive into native advertising?
  • What is the worst thing that a media company can do if they want to sell native advertising to you?

This session promises to be a treasure trove of knowledge, offering attendees a rare glimpse into the minds of industry leaders. Whether you are a media company, agency, or brand marketer, this panel will equip you with actionable insights and strategies to enhance your native advertising efforts.

Don’t miss this opportunity to learn from the best and network with peers who are just as passionate about the future of advertising as you are. Secure your spot now and be part of the conversation that’s shaping the next generation of marketing.


Jesper Laursen

Founder and CEO of the Native Advertising Institute

In addition to founding the Native Advertising Institute, Jesper Laursen is the CEO of Brand Movers and Media Movers. The companies work with content marketing and journalism, respectively.

Jesper, a passionate content marketing and native advertising entrepreneur and speaker, believes that native advertising done right holds great potential for getting your message across to the right people, at the right time and in the right manner.

His company Brand Movers publishes the largest magazine in Northern Europe on the subject called Content Marketing Magazine and works with various brands and media on native advertising projects.

13:55

Mastering the Art of Selling Native Advertising

Panel: Hosted by Jesper Laursen, CEO & Founder, Native Advertising Institute

Dive deep into the world of native advertising and branded content with our expert panel featuring top executives from leading media companies and media buying agencies. This session is designed to provide invaluable insights on how to effectively sell native advertising and branded content campaigns to brands.

The panel will begin with each executive sharing their top three to five pieces of advice on how to successfully pitch and sell these campaigns. They will reveal the secrets behind their strategies, including how to demonstrate value, build trust with clients, and create compelling narratives that resonate with target audiences.

Following these expert tips, the session will transition into an interactive conversation moderated by Jesper Laursen, the founder of the Native Advertising Institute. Jesper will guide the discussion, exploring key topics such as:

  • Understanding what brands are looking for in native advertising and branded content.
  • Crafting proposals that highlight the unique benefits and ROI of native campaigns.
  • Building long-term relationships with brands through exceptional service and results.
  • The role of creativity and innovation in winning over brand clients.
  • Overcoming common challenges in the sales process and turning them into opportunities.

This panel discussion is a must-attend for anyone involved in media sales, marketing, or content creation. Gain firsthand knowledge from industry leaders who have mastered the art of selling native advertising and branded content. Learn how to elevate your sales approach, exceed client expectations, and drive meaningful results.


Jesper Laursen

Founder and CEO of the Native Advertising Institute

In addition to founding the Native Advertising Institute, Jesper Laursen is the CEO of Brand Movers and Media Movers. The companies work with content marketing and journalism, respectively.

Jesper, a passionate content marketing and native advertising entrepreneur and speaker, believes that native advertising done right holds great potential for getting your message across to the right people, at the right time and in the right manner.

His company Brand Movers publishes the largest magazine in Northern Europe on the subject called Content Marketing Magazine and works with various brands and media on native advertising projects.

14:20

Beyond AI Experimentation: How to Lead the Marketing Transformation Like a Bad*ss

Keynote, Jessica Hreha, Head of Marketing AI Strategy & Transformation, Jasper (US)

Let's talk straight - the majority of marketers are experimenting with genAI. But do you ever feel like you’re stuck spinning your wheels? Few marketing organizations have actually broken through the pilot phase to transform the way they operate.

Why are we stuck?

When enterprises successfully adopt and scale, they follow three major checkpoints along an s-curve style path to AI adoption - individual acceleration, team acceleration, and business acceleration. Each phase has its own learning curve and set of benefits, but too many of us hit a wall at phase one. Why? Because either a) we can’t get anyone else on our team to use it or b) moving to the next phase requires having a vision and likely a leader who can drive the change necessary to impact the way we operate as a team or business.

The real challenge here isn't about getting the tech right. It's about shifting our culture and strategy to match. The authentic AI-applied opportunities are discovered by the marketers willing to get their hands dirty - not just playing it safe in the sandbox. It’s time to embrace the change and push past comfort zones because the truth is anyone can step up and lead their marketing org through this transformation with the right mindset and support system. You’ve never done this before - but remember, no one has. The ability, let alone willingness, to drive culture change is bad ass. Let’s do this. 

Key takeaways

  • How to drive a culture of innovation with the willingness to learn and apply genAI 
  • How to scale responsible AI adoption across your organization 
  • Implementation best practices and results from other enterprises across industries
     

Jessica Hreha

Head of Marketing AI Strategy & Transformation at Jasper

Jessica Hreha is an action-oriented marketing leader passionate about content strategy and the intersection of marketing and technology. She currently serves as the Head of Marketing AI Strategy & Transformation at Jasper.

Before joining Jasper, she was the Head of Integrated Marketing, Demand Content Strategy at VMware. In early 2023, she founded VMware's Marketing AI Council, a cross-functional team dedicated to educating and empowering VMware marketers to use genAI tools responsibly and effectively to drive innovation and operational excellence.

14:50

How to Bite Off More Than You Can Chew

Keynote with David Lennon, Senior Vice President, Fortune (US)

Business opportunities can appear out of nowhere and quickly become career-defining for your branded content team. This case study goes behind the scenes with Fortune Brand Studio, from how we pitched a high-profile, fast-turnaround documentary-style video series to how we negotiated, messed up, learned, underdelivered, overdelivered, streamlined, learned more, and created our biggest and best-performing branded content partnership to date.

Fortune Media’s mission is to change the world by making business better. We were incredibly lucky to be able to bring that mission to life when we partnered with Salesforce on The Ecopreneurs series, which took us around the globe to profile innovative companies fighting the climate crisis. Our three-time Anthem Award–winning partnership has garnered 50-plus international creative awards and accolades, but the journey to produce the series took a huge toll on our teams, and we now know how we could have made better choices from start to finish.

This panel will help you understand what to look out for when you are embarking on a challenging program alongside internal sales teams, multiple client stakeholders, and external vendors so that you can build a long-term plan where everyone can win, together.

Key takeaways

  • More confidence that you can pitch a deal bigger than anything you’ve sold before. 
  • The art of successful pre-production meetings when everything is at stake. 
  • Managing tight production schedules/approvals with multiple stakeholders/time zones.

David Lennon

SVP, Head of Fortune Brand Studio at Fortune Media

David Lennon is a branded content veteran who has built out successful creative teams within global media organizations. Lennon joined the newly independent Fortune Media (New York) in 2019 to launch FORTUNE Brand Studio. He previously led branded content teams at Vice Media (Brooklyn), The Wall Street Journal (New York), and Bloomberg (New York & London). Lennon started his career in advertising at McCann-Erickson (Manchester, U.K.). He has created content and commercial campaigns for the world’s leading brands and organizations, winning 500+ international creative awards, including D&AD Pencils, Webby, Cannes Lion, and Anthem Awards.

15:20

That's All Folks

With Stine Holmgaard and Jesper Laursen, Native Advertising Institute

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Join the Native Advertising Awards Party

Join us when we find out who wins this year’s Native Advertising Awards. With nominations in 32 categories from all over the World, this is the perfect opportunity to come together and celebrate the winners of the best work in 2024.

June 12, 7:30 PM - Midnight - Location TBA

This evening will be full of music, dancing, an open bar and unlimited opportunities to network with like-minded native ads and branded content professionals. Don’t miss out.

Evening Host(s): 

  • Jesper Laursen, CEO at Native Advertising Institute 
  • Tine Karlsen, Co-Founder and CEO at Vev

NB: A ticket is required in order to participate in the award ceremony and party. Limited capacity of 250 pax. The ticket can be purchased in combination with a ticket to Native Advertising Days or separately.

This evening is sponsored by VEV logo

Great Memories from Recent Years Conference