Mondadori Media at Intersections 2024: an interactive experience involving AI, creativity, value proposition and news for brand partners

Mondadori Media, the leading Italian multimedia publisher on social media and digital, will feature at "Intersections 2024" on 29 and 30 October, the new event resulting from the union of IAB Forum and IF! Italians Festival, dedicated to digital innovation, marketing, communication, creativity and technology.

Mondadori Media will be present at stand 36 with the innovative experience "Immergiti. Direzione futuro." experience for completely new discovery, and with its top media brands, including Fatto in casa da Benedetta, which has just joined the Group, and at stand L3 with the latest innovations in the MarTech area. Another unmissable event is the PLAI workshop that will present some of the AI startups selected for the first acceleration cycle (Yellow Room 1).

"IMMERGITI. DIREZIONE FUTURO." - STORYTELLING TO DISCOVER MONDADORI MEDIA'S TOP MEDIA BRANDS

Thanks to the excellent setting offered by Intersections, Mondadori Media will offer participants the opportunity to discover behind the scenes of GialloZafferano, MypersonalTrainer, The Wom and Webboh through four interactive apps created with Apple Vision Pro, Apple's mixed reality viewer (Augmented Reality and Virtual Reality), which has not yet been released in Italy.
This is an innovative spatial computing experience which, by eliminating the distance between the screen and the visitor, will make it possible for the first time to enter the heart of content creation processes and to immersively explore the potential of successful brands in the fields of food, the world of women and beauty, wellness and new generations. Visitors, wearing the visor, will be able to enjoy a first-hand experience of all the stages of storytelling used to create projects of all kinds and virtually interact with the creators involved. Whether it is social content or live activities, the direct and immersive contact between guests and brands will leave an intense impression of the various facets and forms through which content created by individual brands is brought to life.

AN EXCLUSIVE INTERACTIVE EXPERIENCE IN THE WORLD OF BRANDED ENTERTAINMENT

Offering a comprehensive and original overview integrating the latest technologies with creativity and value proposition, the four immersive paths will also illustrate successful case histories in the world of branded content and entertainment in a captivating manner. These projects and sponsored content are created by Mondadori Media in collaboration with Mediamond and its unit dedicated to special initiatives, Brand On Solutions, and numerous partner companies.

NEW GEN AND AI: THE WEBBOH LAB SURVEY

Intersections 2024 will also be an opportunity to present the new survey revealing the truth about AI, carried out by Webboh Lab, the first scientific and marketing research panel focusing on Italian youth and teenagers. Of the 12,000 respondents, 55% said they had concerns about both the tool's reliability and the potential risk to employment. The full research will be unveiled during the event at the Mondadori Media stand.

ON THE MAIN STAGE: THE OPENING OF INTERSECTIONS WITH NICOLÒ FAMIGLIETTI

Intersections 2024 will be opened by Nicolò Famiglietti, the first Italian Beauty Fitness Trainer Ambassador of MypersonalTrainerand part of the Power Talent Agency team. With an energising workout, Famiglietti, from the main stage of the plenary, will help the audience to start the day with the right physical and mental energy and to fully experience the event by exploiting the intersections with inspiration, creativity and innovation.

PLAI AT INTERSECTIONS 2024

PLAI, the Mondadori Group's startup accelerator aimed at transforming ideas based on the use of artificial intelligence into successful entrepreneurial ventures, will also attend Intersections 2024: PLAI's CEO Stefano Argiolas will give a talk entitled "Unveiling Innovation: Generative AI as a Tool for Crafting New Business Ventures" on 29 October at 10.30 in Yellow Room 1. 5 of the 11 startups selected for the first acceleration cycle will join him on stage.

ADKAORA AND THE MARTECH AREA: APPOINTMENT WITH MOBILE INNOVATION

AdKaora and Hej!, the digital companies of Mondadori Media's MarTech area, leaders in mobile innovation and proximity marketing, will exhibit the latest in conversational marketing and integrated campaigns at stand L3.
On 29 October at 3 p.m. in Blue Room 2 there will also be a workshop by AdKaora entitled "From online to in-store with mobile coupons: L'Oréal's multi-channel retail strategy" in which the following topic will be addressed: how to engage loyal shoppers by transforming the drive to store into an in-store retail strategy.
The Apple Vision Pro apps were created in collaboration with Impersive, an agency specializing in the production of immersive videos for virtual reality, and film production company Brandon Box.

Mondadori Media is Italy's leading social and digital publisher, with a distinctive positioning and audience on the publishing market. The Mondadori Group's social multimedia company caters to the passions of the Italian people through its brands - food, beauty, fashion, health and wellness, science and tech - and reaches more than 25.5 million unique users every month (source: Audiweb Total Digital Audience average month 2024) and over 128 million followers (source: Comscore Shareablee and social insights September 2024).

Webboh Lab, a partnership between Webboh and theSylla research institute, with scientific director Professor Furio Camillo, is the first Permanent Observatory on Gen Z. The Webboh Lab's commitment is to gather the voice of the younger generation, investigate and explore issues to convey them to those who make decisions for them, the adults of tomorrow.

PLAI is the Mondadori Group startup accelerator that aims to transform ideas based on the use of artificial intelligence into successful entrepreneurial ventures. PLAI offers them a distinctive field of application and an industrial market both within the Group and with the initiative's partners. PLAI operates in the pre-seed and seed phases, selecting and investing in Italian and international startups. In addition to capital, the accelerator provides startups with concrete areas to apply AI, structured training and mentorship courses, and the opportunity to participate in networking events, partly thanks to the unique set of skills and assets provided by major Italian and international partners.

AdKaorais a digital company leading in mobile innovation which offers effective tools and solutions from a multi-channel perspective to brands and publishers to reach, engage and influence their target audience, bringing concrete and measurable results. AdKaora mixes data-driven qualitative audiences with exclusive adv formats, created by AdKaora Creative Studio, which record high results in viewability and engagement, certified by third parties. Depending on the objective, activate the right audience through first-party data from the proprietary DMP or location-behavioural, vertical and premium publishers of the AdKaora Value Network. The strong technological component is the plus for Proximity Marketing strategies. AdKaora enables and integrates the best technologies on the market with consolidated proprietary assets, offering an end-to-end Advanced Proximity Suite. Savi's mobile couponing integration makes it possible to reach the last mile of the consumer shopping experience, influencing consumer behaviour, and measuring user activation from online to offline.

Hej! is a tech company specialised in conversational marketing. It has reinvented the conversational experience, exploiting artificial intelligence on different levels. Through its unique proprietary platform, Hej! offers innovative advertising solutions covering the entire customer journey, with the goal of achieving tangible and measurable results for brands. Hej!'s advertising formats and engaging marketing tools create a direct channel with consumers by activating authentic conversations that guide users all the way down the purchase funnel. Hej!'s conversational marketing is an effective tool for profiling a target that is openly interested in brands and proactively interacts in a one-to-one conversation that makes it possible to obtain valuable information on their identikit and generate leads or hyper-qualified sales linked to specific campaign objectives and measurement KPIs.

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