MAM

The Future of Media: Two views

MUMBAI: Media in the new digital age - that was the theme of the Media Thinkers Congress held at the St Regis Hotel in Singapore, organised by Media magazine last week. The thinking behind the congress was to get some insights into the current state of media and what will media be like in the future.


Barbarian Group strategic planning head Noah Brien said: "Media has proliferated. Today, everything is media: everyone is a media creator; people are uploading photos, links, writing blogs. More devices have come in for creating media, majority of the content being put up online is personal. Earlier, the content was not media shareable; the vast majority of content was never meant to be monetised. So that is putting pressure on the media world as traditional publishers, marketers and advertising agencies seek to understand ways of attracting these eyeballs which have been taken away by this non-commercial media."


He added that lines are blurring for traditional media on another front. "Earlier, NBC fought ABC - they did not undercut their own media businesses… advertisers funded media products. Now, even advertisers are becoming media. Consider Johnson‘s babycentre.com which is bigger than the biggest parenting online media site called parents.com. Red bull has a site which rivals even ESPN‘s action sports site."
 
Brien elaborated that distribution had also become disintermediated. "Where earlier it was owned by a few people and was an excellence skill set, now with Blogger, Youtube and Flickr, this has come to rest with everyone. Today, 20 hours of videos is uploaded to youtube.com every minute. There are close to 10 million hours of video on youtube.com enough for our entire lives."


How do media companies deal with the web in this scenario? Brien believes that companies should go all the way or go niche. "In the digital age, you have to stay out of the middle; you are either mass or niche. Build on your prior success, on your audience. Media agencies and media owners need to buy equity in some of the startups who are coming in with innovations on the internet."
 
PHD Australia managing partner Mark Holden spoke next about the rapid technological changes and how these are going to affect the media agency in the future. He began by saying that "if you can predict technology you can predict what media will look like and if you can predict media you can predict what the media agency will be in the future."


Holden pointed out that by 2014 lithium sulphur batteries will provide 10 times the power they provide today and even wireless power should become a reality. "You will have wipo or wireless power zones then like you have wifi zones now. It will mean limitless possibilities for devices which depend on power," he said.


He added that storage is going to become cheaper by 2015. "Today PCs with 1 terabyte (TB) harddrives are going for $500. By 2015, the price will be $500 for 3TB computers. By then, Google wave and cloud computing will be a reality."


On the connectivity front, Holden said a majority of homes in developed countries will be on fibre optics with speeds of 100 mbps while 4G and Wimax will offer 50 mbps-100 mbps speeds.


Holden broke up viewing interfaces into portable, fixed and communal. On portable viewing interfaces, he was extremely bullish on foldable OLED (organic light emitting diode) screens bringing about radical changes in the way we use phones. "The phones of the future will have this two foot screen which will be unfoldable to watch a movie, and what have you."


2015, according to Holden, will have seen the evolution of pattern recognition and correlation based software. "So, devices will know what you are interested in and overlay it over anything else."


He revealed that LED contact lenses would further lead to a proliferation of augmented reality viewing options for advertisers. As far as fixed screens are concerned, Holden pointed out that most TVs would have Ethernet ports and hard drives, while 3D, ultra HD (exceeding the resolution of the human eye) would be the norm. "This will further enhance our experience and affect the way we consume TV," he predicted.


On the communal screen front, he said that most screens will be digital with 3D and Super HD capability, while out-of-home screens will be multitouch and face-aware using Red-eye technology. Holden pointed out that the impact of these technological upheavals will be violent. "Because of the increase in media, there will be an increase in inventory, which in turn will lead to further ad funded opportunities and long form branded content. Advertisers will become prolific programme producers and agencies will need to have programme production capabilities. Additionally, they will have to invest heavily in social marketing."
 
According to Holden, the mobile phone will become the marketing battleground by 2015 with it serving as a high reach and high segmentation medium. What will impact agencies more will be the blurring and convergence of media like online, TV, radio, cinema and the outdoors. "With one in every two ads being online, it will be the end of the era of ad delivery and the beginning of the era of ad serving to each medium," he said.


"The CEO of a media agency in 2009 is CEO of a people-based business. In 2015, he will be a CEO of a software based business. Automation and optimisation software will take a lot out of the manual work which is resorted to now days."


Holden believes that content and software development will become expected offerings of a media agency and they will have developed a new breed of social marketers who will maintain a database of consumers for social marketers. "There will be an increase in neuroscience research with planners training in behavioural economics and becoming marketing investment managers. Buyers will become data and software-based traders," he said in closing. "Agencies will need to stay ahead of the curve. The views a little better there."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/intel_0.jpg?itok=FG-hC3Co
Intel CEO Brian Krzanich resigns over relationship with employee

Intel Corporation CEO and member of board of directors Brian Krzanich today announced his resignation for a breach of company policy involving a relationship with an employee.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/philli%5Bpe.jpg?itok=i_OqetJp
Louis Philippe launches new ad campaign #RiseAboveTheRest

One of India’s leading menswear brand Louis Philippe, from Aditya Birla Fashion and Retail, has come up with a unique ad campaign 'Rise Above The Rest', showcasing that true leadership is about taking decisions that leave a lasting impact.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Taco_Bell.jpg?itok=Z6U0LWrp
Taco Bell wants to make potato great again with new campaign

MUMBAI: Taco Bell is set to make its way into the hearts of potato lovers across India. The brand has just launched a unique potato centric take on the traditional taco. The all new Crispy Potaco will give this much-loved vegetable a new identity where it will no longer play the sidekick in most...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Hewlett-Packard.jpg?itok=WAfcwLQA
HP urges people to use original ink in new campaign

MUMBAI: Information technology company HP (Hewlett-Packard) has launched a digital film Chikloo, as a part of the on-going initiative to promote its original ink and cartridges.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Oyo_Rooms.jpg?itok=VkrFCVy8
Oyo expands footprint in China

MUMBAI: Indian budget hotel company Oyo Rooms has forayed into China to cater to the country’s burgeoning hospitality industry. Oyo Rooms. The Softbank-backed Oyo in China will have 11,000 exclusive-franchise or merchandised rooms across 26 cities. The service will be available in Xiamen, Kunming,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/johnson.jpg?itok=DKeojJYF
Johnson's celebrates 125 years with new campaigns

American multinational medical devices, pharmaceutical and consumer packaged goods manufacturing company, Johnson’s recently completed 125 years in the baby care products category in India.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/itc.jpg?itok=cX8Y1slV
Team ITC makes India proud ,Wins a Silver Lion at the Young Lions Marketers Competition at Cannes

Two young women managers from ITC made India proud by winning the Silver Lion at the very competitive & prestigious Young Lions Competition at Cannes. The team comprised Raisa Chakravarty and Anupama Sharma from ITC's Personal Care Products Business. They had earlier won the India Challenge....

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/walmart.jpg?itok=iUQSOmvw
Walmart sells $16 billion worth of bonds for Flipkart acquisition

American multinational retail corporation, Walmart, has decided to sell $16 billion worth of bonds to help finance its investment in Indian e-commerce giant Flipkart.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/21/Greenscape.jpg?itok=PAtWgjGE
Greenscape gets insects to tweet & spread awareness about e-waste

MUMBAI: Most people dump their e-waste just like their regular waste. This results in e-waste ending up in dump yards and landfills. To discourage people from doing this, Greenscape, India’s leading IT waste disposition company, joined hands with Dentsu Webchutney to launch #TinyBugsTweet campaign...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories