Page 49

THE MEDIA SEP 2018 e-book

10 YEARS Ten years in media, past and future We asked executives at media agencies and media owners what they believe was the biggest media disruptor of the past decade, and what they think will have the most impact in the next 10 years. By GLENDA NEVILL and MICHAEL BRATT. Tanya Schreuder Group managing director, media brands, Dentsu Aegis Network SSA What, in your view, was the most disruptive influence or had the biggest impact on media over the last 10 years and why do you say so? Digital would be an obvious answer where SOV has gone from 0% to in some cases 100%, just like when television entered the living room; it was a game changer for many years. New channels and platforms will continuously enter the market and will continue to be enablers and help disseminate content. So my most disruptive influence would be today’s consumer: they question more, demand more, know more, is less loyal and is more inclined to avoid us. What, in your view, will have the most significant, wide-ranging influence on media in the next decade and why do you say so? Artificial Intelligence (AI). It will be embedded and integrated into all aspects of advertising and marketing. It will make advertising easier, smarter and more efficient. Making decisions based on data is at the core of any great media strategy and is not a new concept. An example of AI can be seen in programmatic media buying using a DSP such as Google’s Doubleclick Bid Manager, and this has rapidly changed the landscape and helped us craft better targeted campaigns. In its simplest form, AI is making machines capable of solving problems in a similar way people do, automating tasks like data collection, processing and reporting. As media agencies, we want to run businesses where we have talent thinking rather than just doing. AI will lead to more efficient processes and will allow our teams to free up time to focus on the critical thinking that leads to improved client campaign performance. The end game is the purest form of people-based marketing and personalisation on steroids, one-to-one messaging and super relevance leading to absolute ROI. Ilan Lazarus Managing partner, PHD What, in your view, was the most disruptive influence or had the biggest impact on media over the last 10 years and why do you say so? We’ve experienced many shifts over the past 10 years, affecting revenue models and industry research, but the most disruptive has been the growth in digital and its contribution to the media mix. Although it’s taken time to get to this point, our agency structure has evolved and we now have only hybrid strategists writing integrated channel strategies. What, in your view, will have the most significant, wide-ranging influence on media in the next decade and why do you say so? The exponential growth in the capability of technology will drive the most significant change, both to consumers and to the role of the agency. For example, we predict that in the next 10 years, AI will evolve dramatically, being able to anticipate our needs and interests and start decision-making for us. This is already happening but in a simplistic way, such as Amazon and Netflix using machine learning to formulate suggestions for us based on our content history. In approximately 10 Tanya Schreuder Ilan Lazarus The Media | wagthedog.co.za P 47


THE MEDIA SEP 2018 e-book
To see the actual publication please follow the link above