The “customer” perspective on platforms. How are corporations, agencies and advertisers changing their strategy and adapting to the recent changes in the social platform rules? Have they changed the way they communicate, how do they allocate their marketing/ad expenses ? What are the consequences for legacy news media players? How does the communications arena look like now and especially in the future? This session will be supported with strategic analysis and operational business case examples from local and national advertisers.

Monitoring and real-time targeting of audiences on mobile and social networks. The teachings of the Ezyinsights platform at Yle, the Finnish public Broadcast company.

Latest innovations in the field of contextualized targeted advertising. Feedback from Arena Partners, and Esa Digital’s business cases.

Arena Partners Oy offers consulting and e-business services development. Arena develops applications in real estate, entertainment, concerts, sports, automotive and provides solutions to leading Scandinavian media companies.

ESA Digital Oy designs, writes and produces audiovisual content in digital environments. The digital marketing agency Esa Digital counts among its main customers K-citymarket, Neste Oil, Citycon, Veikkaus, Fazer Makeiset, Cloetta Finland, Isku, Kespro, Tarvikeyhtymä, Sinebrychoff and K-rauta.

Uusi Suomi, is a generalist online newspaper (politics, national news, culture) of the group Alma Media created in 2007. Its service of blogs Puheenvuoro is distinguished by a particularly powerful management of Internet communities based on the co-creation of contents.

The creation of a data team within the digital editorial staff of the large daily Helsingin Sanomat is relatively new, but it already delivers outstanding results. In 2017, Helsingin Sanomat's total circulation is on the rise again,  thanks to acquisitions of new digital subscribers.

The data intelligence team has a particular positioning, as it serves both the revenue development, and the newsroom with data-driven editorial content. In September 2016, Helsingin Sanomat implemented a hybrid payment model by adding premium content to the existing pre-existing metered model. The editorial and marketing teams are now working together on the production and promotion of three to five quality articles per day: these are the "diamond stories". Petteri Putkiranta, senior vice president of Helsingin Sanomat, will provide an update on the monetization projects of the group's content and explain how the project fits into a broader and ambitious strategy.

Ilta-Sanomat, Finland's largest news media, is one of the few players in the industry to take advantage of its online video service. Since 2015, its digital revenues are growing faster than print revenues. Ilta-Sanomat is also the first consumer publisher on mobile

Topics covered: Online subscriber acquisition and retention - Helsingin Sanomat's data team results (customer acquisition, content production, reader engagement) - Automatic content generation at Helsingin Sanomat, Ilta's Sanomat mobile success story. Use of AI in Helsingin Sanomat newsroom: lessons learned from hackathons, moderation and content recommendation.

City Digital is one of the fastest-growing digitization accelerators in Europe. Add value through user data, and events. White label solutions for table reservations, targeted advertising, data usage, event creation.

Does newsprint have a future? How UPM, a world-leading papermill sees a future for print media, anticipates major consumer trends en plans its future. We will learn more about innovation management at UPM and the transformation of the company into a "biofore company". A must for a visit to Finland where the forest industry employs nearly 42,000 people, and generates a turnover of nearly 20 billion euros.

UPM - UPM is one of world’s leading forest industry companies with six business areas: UPM Biorefining, UPM Energy, UPM Raflatac, UPM Specialty Papers, UPM Paper Europe/North Americal and UPM Plywood. UPM provides sustainable and safe solutions to the growing global consumption. Products are made of renewable and recyclable materials. The group employs around 19,300 people worldwide and its annual sales is EUR 10 billion. UPM shares are listed on NASDAQ OMX Helsinki. UPM - The Biofore Company – www.upm.com

About UPM Paper ENA - UPM Paper Europe and North America is the world's leading producer of graphic papers, offering an extensive product range for advertising and publishing as well as home and office uses. The high performing papers and service concepts of UPM add value to our customers' businesses, while actively fulfilling demanding environmental and social responsibility criteria. With headquarters in Germany, UPM Paper ENA employs approximately 8,000 people. More about UPM Paper ENA and its products at www.upmpaper.com

The early days of the private blockchains announce a major revolution in everything related to financial transactions, but also, and more worryingly (or promising) to intermediation and all operations guaranteed today by a trusted third party. Media professionals should be among the first to be informed about the risks and opportunities associated with blockchains: fake news, copyright management, distribution and marketing of content, commercial transactions ... But the subject is complex and the confusion prevails. Our session in Aalto is an opportunity to exchange with some of the best international experts in the field.

• Mats Nylund, Arcada University of Applied Sciences (TBD)

We are inviting a selection among the most promising Finnish startups in the field of artificial intelligence, mobile content, customer relationship management, subscriber acquisition, curation of content, optimization of social platforms, mobile advertising, online video, the Internet of Things.

Growing by nearly 45% per year over the period 2004-2015, the Finnish gaming industry is growing faster than the global market and accounts for more than 7% of the revenue generated internationally. The know-how of Finnish professionals is therefore appreciable. We will dedicate this session to better understand what brings the issues and challenges of the media closer to those of the online gaming sector: monetization models, behaviors and consumer uses of young audiences, online marketing.

Next Games is a champion of the Finnish online gaming industry and the first developer and publisher of publicly traded mobile games in Finland, specializing in games based on entertainment franchises, such as movies, TV series or TV shows. books. The critically-acclaimed developers of The Walking Dead: No Man's Land are redefining how franchised entertainment is transformed into highly attractive, service-based mobile games.

Data Refinery is a tech start-up and a data monetization platform, owned by Aller Media, and a leader in the Finnish data business. Data Refinery has a unique capability to combine different data sources, such as online behavior based interest profiles with traditional CRM data. Data Refinery makes it possible for any company to improve their product development, customer services, sales and marketing with data. It also enables easy monetization of any owner of customer and/or online behavioral data. Data Refinery’s revenues are growing rapidly. The company currently operates in Finland and in other Nordic countries, aiming at the US market as well.

In many ways, the digital transformation of traditional media is closer to that of financial institutions and the world of retail banking: optimizing the customer experience, the arrival of 100% online banks in the retail banking market . The accelerated disintermediation of the sector is putting the meters back to zero in a sector rather accustomed to a certain conservatism. Financial institutions are also seeking to maximize interactions with their customers: omni-channel, presence on social networks (assistance, transfers), new mobile uses, rejuvenation of the audience, collaborative financing, diversification of profit centers.

OP Financial Group (180 affiliated cooperative banks) is one of the largest financial companies in Finland. The group offers retail and commercial banking services and insurance services to more than 1.8 million members. Considering that a good part, if not the majority of the current sources of income in the financial sector, are no longer viable in the digital age, Harri Nummela, in charge of the group's digital innovation, considers this transformation digital vital to the perenniality of the sector. The group estimates that 300 to 400 million euros per year are needed to digitize its business model in 2017 and 2018. 2 billion euros will be spent by 2021. This massive investment is designed to reinvent a business model that will ultimately go beyond the traditional boundaries of the financial sector. "Retailers become media, and media become shoppable"!