Another day, another highly rewarding and insightful conference!
1st off I must list the exceptional speaker lineup for Media Forum 2020, both from their status and levels of responsibilities within the media industry and also with the panache and comfort at which they delivered their talks:
• Jim Chisholm - joint principal of iMedia, the world’s leading newspaper consulting practice
• Alex Marks - head of marketing at Microsoft
• Jeremy Tester - Director of Insight at Sky Media, giving him responsibility for the development and execution of the marketing strategy in the division of Sky responsible for generating advertising revenue
• Simon Daglish - national sales and trade marketing director at GCap, with key objectives to drive revenue growth through innovation and collaboration with media and creative agencies
• Nigel Dean - senior manager with responsibilities for the development and sales of O2’s interactive portfolio (based mainly around sms, mms and lbs)
• Robert Steven - director and co-founder of Bunnyfoot, a company (and with my ambitions of my own user experience agency being a competitor in the future) focussed on user experience
• Mathew Watkins - group sales director for The Telegraph, responsible for all advertising revenue
So on to the various talks…
Jim Chrisholm talked about how he expects the number of free daily papers to increase, along with a continued influence of user generated news portals, one example being an pan-asian individual whose personal news site expanded to such a degree that it actually influenced the countries political election.
Alex Marks posed a question with regards how, if a media firm today was trying to sell tv advertising as a new marketing channels, would it actually seem like worthwhile investment.
Imagine the conversation:
Media seller (M) - I have a fantastic new channel to market your product. In between tv programmes every break
Client (C) - How do you know whether the consumer watches our advert?
M - er, we won’t know
C - How will we know if our advert has led to a new sale?
M - mm, we won’t be able to tell you this
C - What kind of cost is this form of advertising?
M - It’s very expensive especially compared to your other forms of marketing.
– you get the point! Not very much accountability!
With regards media consumption in the future, Alex fully expects the mobile phone device to become intergral to how individuals digest content. For instance in a morning going on the tube, rather than picking up a daily metro on your way into the station, you ca choose what news tyes you want bluetoothing to your mobile device.
Ultimately Alex doesn’t see much future for the printed newspaper, a view which Mathew Watkins from The Telegraph later disagreed with strongly (as you would expect of course!).
Jeremy from Sky Media provided a great insight into the areas which Sky are looking at from both advertising opportunities for businesses on sky’s anytime tv channel (a medium which he fully expects to replace traditional standard scheduled channels by 2020) but also looking at a totally unique tv channel named Current TV (sky channel 193) from the US which uses its users to not only create the content but also the advertising! In case you think this can surely only apply to small brands Jeremy showed 3 user created ads for Honda, Yamaha and 1 other household brand which I can’t just remember.
Current TV has just arrived in the uk on sky channel 193, so I’ll be taking a look for sure. In the US they receive over 30,000 submissions for user generated ads and content per day for consideration in airing.
With regards the tv advertising opportunities for the anytime TV channel, Jeremey explained how they offer advertisers the chance to feature a small ad prior to the start of a show/programme, which would promote to viewers that they can see the full advertisement or perhaps an extended version after the programme has finished. He showed examples of when brand haven’t been too sensitive about having a strong message featured throughout their initial advert has much more positive results in viewers watching the extended version at the end of the show. This is in comparison to brands which don’t want to effect their advert visually so simply feature this message in the final frame of their initial advert.
Simon Daglish took us through how one of his radio stations Xfm is harnessing the possibilities of both cross platform personalisation and brand experience with user generated content and community creation. I addition Xu is also providing users the ability to control what music gets played during the day. All interesting stuff, which brought a few parallels to Last FM, the “social music revolution” which I use personally.
Robert Steven took us back over 35 years to help explain in his eyes how over this period we have passed between periods of individualism and collectivism, with collectivismnow becoming (once again) an intergral part of society (read Facebook, MySpace and Bebo to name just 3).
Rob’s talk used images such as 400,000 people gathering at Woodstock in 69 through to the Time’s Person of the Year 2006 front cover.
I understand all the presenters slides will be made available in the next week or so, which means I won’t provide more references from this presentation at this stage.
Finally on to Mathew Watkins views on The Newspaper in the Digital Age. Again providing another stimulating talk, one of the key points Mathew made on this was that in the future there will be a clear distinction between basic, free news resources and premium news resources which will be paid. Naturally he expects The Telegraph to operate in the latter space.
Mathew touched on the ways in which The Telegraph have made the digital channel an integral part of the strategy, which included completely redesigning what was a business operating on 5 levels with disparation between the different marketing channels, to a new open plan office space which encourages collaboration on all levels. He actively encouraged us attendees to contact him to make arrangements to be shown round these offices, an offer which I intend to take up for sure the next time I am visiting clients in London.
In addition Mathew explained how a long time ago The Telegraph began promoting readers of their broadsheet to go online for further information on a particular story, or for other relevant stories etc. This has ultimately led to more and more of their readers going online, and the business aims to encourage readers to use both the offline and online channels to read their news, rather than looking to channels the readers down a particular channel.
There are other areas to discuss but on reflection this is already a very extensive post so I will wrap it up here…
As a final comment, across all speakers the main focus for media in the future is the importance of the online channel, both at home and when out using more and more advanced mobile devices. Personalisation and user generated content will also play a key role within the media industry and the advertising world.
