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London’s Screenmedia Expo event next May has put out a call for speakers in its four education tracks, promising a programme of “academic intelligence balanced with practical knowledge, guidance and examples”.

As this year, Imperative Group – which runs the learning programme on behalf of Screen Events, the exhibition organiser – also says it will “filter out overt sales pitches and repetitious presentations”.

The first track aims to answer the question “what media and technology should today’s networks be utilising, plugging into and working collaboratively with to provide added value to digitally savvy audiences?”.

The second track looks at content. “Let’s forget the commercial realities for a minute and focus on experience,” says Imperative Group’s Chris Heap. “What experiences can screen media offer customers that’s truly exciting and how can this be enhanced and extended by connecting with other technologies and platforms?

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Out-of-home advertising in India is increasingly being used for brand-building as well as product promotion, according to a Mumbai media owner.

Said Sanjeev Gupta, managing director at Global Advertisers: “There is a significant change in the attitude towards advertising in the last few years. Earlier it was need-based advertising: to announce a new product or range, offers and discounts, or achieve sales target during festive seasons.

“But over the last couple of years, clients are using OOH creatively and intelligently for brand-building and image makeover.”

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