the future media business by this fluid world

8/9/2019 The Future Media Business by This Fluid World

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the futuremediabusiness



first, let’s look at the past



how did they do it?



theadvent oftelevision



i think theremay be

something in

this…

damn rightbro – let’s

make amillionbucks!



they took a giant stepinto the future



basicallythey worked

out how tomonetize abox



…they did it well



…and have been eating outon it ever since



then this happened:



and we

went fromthis…



…to this



and from this masterpiece…



…to this



people went online



procurement crept in

accountability became key

usage went up



i say old boy –it looks like a

TV!then it

must be TV!can i get ahellz yeah?!



so the

advertiserswent online



looking to take another giantstep into the future



but little was done to

address the differentcontext and purpose



context

& purpose

graphic by David Armano



the truth is, there’s no giantstep into the future



because it’snow aboutcontinuoussteps, agilityand flexibility



actually, we

need to be inperpetual beta



no more 3 yr plans

no more 10 year technology

no more static business models

no more incremental innovation



more agile & flexible culture

more agile & flexible tools

more agile & flexible processes

more agile & flexible systems



so we can’t just retro-fit

our tv

mentality tothe internets?

that’s what

their sayin’bro

dammit

best hire a‘head of

online social

digitalmobile’



there’s also the issue that thevolume and spend decrease on

traditional media is at a higher ratethan the volume and spend increasein digital media…



as before, little is being doneto address the differentcontext and purpose

and…we’re about to do it again



it’s a pandemic

of continuousnon-evolution



jeez…even the‘head of online

social digitalmobile’ won’tsolve this…

so what canwe do?



brand centric

technology centricrevenue centricdesign centric

product centricregion centric

industry centricchannel centric



citizen centric



citizentricity



if you want people to engage

• it has to mainly be about people

• it has to make sense to people

• it has to add value to people’s lives

• otherwise people won’t engage



mentality of interruption



mentality of facilitation

d l



segment advertising to align(even more) with the

opportunity, space and context



remembering that all visits, allpricing and all placement is not

equal…for people



if you want brands to engage

• it has to be integrated with their widerobjectives

• it has to be integrated with their comms plans

• it has to be integrated with their customersbehaviour

• it has to add value to the whole advertisingprocess



but…

this needs to harmonize withbusiness as usual

stitched into

the fabric of performancemetrics and budgetarydecisions

if t i t



we need to add:

‘why is it happening?’

to ‘what is happening?’

if we want agencies to engage,we need to consider taking one

giant step backward…



all this is a BIG ask…



becausethe systemfeeds the

system



so we need tore-build ourarchitecture



dude…soundslike i get a new

office…!

but how?

• modify regulations and



• modify regulations andguidelines from industrybodies

• new systems in place to planand book media

• creation of new measurementtools

• ensure conformity acrossmedia industry



predicted outcomes?

• increased value of inventory,campaigns and experience

• increased efficiency

• increased ROI

• increased intention to assignbudget to digital



google loves you…

…and if all else fails



liri andersson

[email protected]

liriandersson.com

linkedin.com/in/liriandersson

jonathan macdonald

[email protected]

jonathanmacdonald.com

linkedin.com/in/jonathanmacdonald

thank you

the future media business by this fluid world

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