Workshop on Social Media Innovations at DIS

  • 25 March 2014


This workshop took place on 25 March 2014, on the second day of the annual Digital Innovators’ Summit in Berlin, Germany. The workshop was run as part of the “technology disruptions” project the Future Media Lab. is currently working on. This project picks a cutting edge innovation and reflects on it in light of the most recent media trends. The idea is to focus on one topic per year, dig deeper into the topic with the help of relevant stakeholders and experts, understand the developments and disruptions and reflect on the potential impact on the media sector and the related legislative and non-legislative framework.

In 2014 the topic in focus is “social media innovations”. The workshop at the Digital Innovators’ was the first of four steps, with the final goal of producing a White Paper that summarizes our understanding of the (disruptive) changes ahead, shares some key questions and observations for further debate and provides some policy recommendations.

The focus of the workshop on 25 March was on “social media innovation and its impact on media advertising”. The speakers each gave a brief introductory note, in which they provided a bit of context how this topic matters in their respective fields. The moderator also gave a brief presentation, which was then followed by break-out sessions and a summary panel discussion.


How do innovations in social media impact digital advertising?

Technological innovation in social media and the evolution of the underlying algorithms are disrupting the traditional way of advertising spending in the digital world. In this session we discussed with hand-picked experts how these developments impact how advertisers will spend their money in the future. We explored how media could adapt to these changes. In the tradition of the Future Media Lab. this debate also was linked to the regulatory framework currently under construction for Europe’s digital economy.

The two hour session was kicked off by four expert presentations. Following this, participants were invited to share their insights and reflections on this topic in small, interactive working groups. The outcome of this session will serve as input to the White Paper to be published at the end of this one year project.


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