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THE MEDIA SEP 2018 e-book

The growth in digital media is the obvious answer. It was around 10 years ago, but didn’t permeate everything we do – as it does now. Similarly so, procurement was around 10 years ago, but didn’t dominate the narrative as they do now. 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 beauty of the era we live in, is that it is 100% impossible to answer that question! The biggest change that we will experience will be CHANGE! Maybe in 10 years’ time our jobs get done by a computer? Maybe Artificial Intelligence has made us all redundant? Maybe Facebook and Google took over the world, and they are the only media owners we deal with? Who knows? To apply what we know now, and think that the future will be some adaptation of what we know, is faulty thinking. I think the challenges of 2028 will be incomprehensible. So adaptability to change and open-mindedness will be key. Donald Mokgale General manager, Posterscope 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? It has to undoubtedly be digital. Digital, as a piece of technology, has fundamentally changed the way that people consume media, which means us as media strategists have had to rethink the way we approached communicating to them… more like WITH them. Brands no longer had full right of way with regard to what their brand was, this power had now shifted to consumers because of digital i.e. social media and the power to communicate instantly and directly to brands. The growth of technology has also brought about big data, which also has a direct impact on media communications especially in how we use big consumer data, to tailor communications to them instead of the traditional big campaign messaging fits all approach. The fact that someone can tweet a whole president right now, imagine that, from any part of the country, which you could not do a decade ago. So connectivity and social media has had the most impact on media. What, in your view, will have the most significant, wide-ranging influence on media in the next decade and why do you say so? Well, seeing that the world is going to addressable marketing, it has to be consumer data. We are headed to a future where advertising messages will be tailored to consumers by name and by state of need, informed by observed and claimed behaviours, aggregated over years and underpinned by digital and more specifically, mobile data. A smart fridge with the consumer’s details registered in it will pick up the grocery trends at home and send reminders to Philippa when certain items are running out. What will be more convenient for her, however, is if this was linked to her bank account and delivered to her house. Granted my example might be a little exaggerated, especially for the African context, but this is essentially how programmatic works and if all media is to be planned this way, it needs consumer data. We are already seeing things like TV sync and radio sync; soon we will be seeing radio ads splitting by target audiences on the same radio show where one set of audiences will hear this 30” generic while another set hears a different one, which is more relevant to them and all of which will be underpinned by consumer data. Chris Hitchings Sales and marketing director South Africa, JCDecaux Africa 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? It’s tempting to say the mobile phone, but for me the obvious answer is actually the internet. Without the good old world wide web, the phone would still be just a device for making calls. But the internet has changed the game and allowed for creative disruption across multiple industries. Think what Uber has done to the transport and automotive sectors, what Amazon is doing to traditional retail, and from a media perspective, what Netflix is doing to pay television on a global scale. The internet has enabled the mobile phone to become an immensely powerful personalised computer and in fact a media channel in its own right. Geolocation capabilities also make it a terrific tool for Continued to p51 Chris Botha Donald Mokgale 10 YEARS The Media | wagthedog.co.za P 49


THE MEDIA SEP 2018 e-book
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