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THE MEDIA SEP 2018 e-book

The Media | wagthedog.co.za years’ time though, these models will be far more developed and it’s possible that Virtual Assistants (such as Siri and Alexa) will handle some of the consumer’s decisions. This will change the role and structure of the media agency, as machines will market to other machines and different skill sets will be needed from agencies. For example, marketing technologists and data analysists will be priorities within the agency in 10 years’ time. EsmarÉ Weideman Former CEO, Media24 (recently retired) 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? Without a doubt the digitisation of media, which came with a lot of opportunities but also its fair share of challenges – the biggest being the slice of the digital advertising pie that Google and Facebook jointly take, not only in South Africa but internationally. What, in your view, will have the most significant, wide-ranging influence on media in the next decade and why do you say so? Machine Learning (ML) and Artificial Intelligence (AI) will fundamentally change the distribution of content through users’ personalised news feeds. Newsrooms will look vastly different, with engineers and data scientists taking their rightful place alongside editors and journalists. ML/AI will also have a major impact on the way the industry monetises, with computer scientists and data analysts assisting sales teams to best serve their advertising clients, and smart media businesses to earn revenue through alternative digital services. User-generated content (UGC) will become big sources of content, but I believe professional journalism will become more – not less – important. The rise of fake news has already led to a renewed appreciation of carefully researched and curated content. I can only hope that one of the big future trends is increased advertising support for professional media outlets. Without that, many media organisations around the world will struggle to survive. Lisa MacLeod Head of digital, Tiso Blackstar 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? I would say the launch of the iPhone – technically it was 11 years and one month ago though. Most of us can remember the excitement, but I think few people understood at the time what an enormous sea change it would bring to human behaviour and consumption. By shifting news distribution from a primarily paper or desktop environment, to these tiny little handheld devices, our industry – and many others – was altered forever. 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 pivot globally to paid content online will be an interesting one to watch, and could prove to be the saviour of many flailing media outlets. A most welcome development. Even The Guardian has found their payment model, and it has provided the lifeline they needed to keep going. But I think underpinning this will be media starting to understand and capitalise on the data they have on their audiences, and hopefully using that successfully to provide better products and services to readers and advertisers alike. Finally, there is the “unknown unknown”: The tech we don’t yet fully know about, and therefore can’t entirely anticipate. Machine Learning and AI are buzzwords right now, but could turn media on its head. Exciting times. Chris Botha Group managing director, Park Advertising 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? Hmmm, that’s a tough one. To pin it down to one single thing is almost impossible. I would say it is not necessarily something new – but something older that exploded. Esmaré Weideman Lisa MacLeod 10 YEARS P 48


THE MEDIA SEP 2018 e-book
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