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THE MEDIA SEP 2018 e-book

10 YEARS marketers to track and reach consumers at relevant touch points, purchase points etc. From an out of home perspective, mobile geolocation can be used to track consumer exposure to OOH campaigns. Digital OOH campaigns have become dynamic and context relevant, and most campaigns are now created taking 2nd and 3rd screens in mind. What, in your view, will have the most significant, wide-ranging influence on media in the next decade and why do you say so? On a global scale, consumers are becoming less tolerant of advertising interruptions on television, and in their online experience – we can see this through the shift to over the top (OTT) video on demand (e.g. Netflix) and to the increasing use of ad blockers in the online world. Savvy marketers are evolving their communication models away from ‘consumer interruption’ towards ‘consumer engagement’. But the need to create brand awareness at the top of the marketing funnel will remain important, and in a world of diminishing live television audiences, I believe that out of home and other alternative media opportunities will become increasingly important. Josh Dovey CEO Africa, Omnicom Media Group SA 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? The answer is digital.In the last 10 years the digital platform has become the dominant conduit for the distribution of all forms of content, at least in the most developed markets (but we are catching up fast in South Africa). It has basically wiped out the concept of printed media to the current generation of young urban consumers. They may still be in touch with print media brands (FT, NY Times, Forbes etc.) but they are not buying the printed format. It has been, in short, a total revolution and has changed forever the way in which advertisers communicate with their customers. So print was first but TV is next. What is so interesting for me is the way that companies who were once themselves disruptors, who changed the old order of free-to-air television (Viacom, Sky, DStv) have been completely unable to adapt when it happened to them. Digital technology means we can watch what we want to watch, when we want to watch it and we don’t need to pay monopoly subscription prices for a huge bouquet of channels that we don’t need. Viacom’s subscription in the US has fallen off a cliff and even here, MultiChoice has lost 140 000 subscribers in the last 18 months. Work that out on an annual basis at R1 000 a month per subscriber. What, in your view, will have the most significant, wide-ranging influence on media in the next decade and why do you say so? In the next 10 years this decline will accelerate. Sky (and probably MultiChoice) will probably feel they can entrench themselves around the sports rights they are able to secure, but the money to do this comes from subscriptions and they are losing subscribers. They also had a monopoly on the ‘gateway’ into people’s homes and so content owners had nowhere else to go in order to distribute. That is changing fast with broadband cable rolling out. Netflix, HBO, Amazon and other content producer/ owners can all go direct. It’s a small leap of the imagination to see that eventually the content producers and owners of all major sports (Premier League, Six Nations Rugby, Formula One etc., the list is endless) will decide that they can also cut out the middleman and go direct to the consumer. Then its game over for the cable/satellite networks because it’s really only sport that is keeping them alive. Facebook and Google are already so entrenched into the fabric of our daily lives; technology will just make them cooler and more relevant. Look out for your privacy though; it can get a little scary when you understand how much they know about you. All in all, a fantastic time to be in the advertising and communication industry. A new golden age, Mad Men (and Women this time) rebooted. What fun! • Chris Hitchings Josh Dovey The Media | wagthedog.co.za P 51


THE MEDIA SEP 2018 e-book
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