Future of media

The future of media8 New Rules for Navigating Through The New Landscape of Communications Planning Tony Effik

Time to burn the boats Time to burn the boatsHernan Cortes, a Spanish Conquistador sailed to the New World in search of treasure with his troops. When he arrived he assembled the troops and gave them one last order ‐ "Burn p p pthe boats!" The men were perplexed, but did as Cortes had said. Cortes explained to them that by burning the boats, they were eliminating any reason they had to fall back to safety ‐it was either capture the treasure or die. After the troops burnt the boats, they marched off and captured the treasure

Terra Digitalis IncognitaTerra Digitalis Incognita • In digital communications planning we are explorers discovering a new civilization – We must learn the culture and map it – Master how to travel through it • Nobody knows how big the digital space really is, and how each part of it really connects together. together • We are also just at the beginning of our understanding of how stories, and content flow understanding of how stories and content flow through its connections • p g, It keeps evolving, but he who masters how to make their stories travel fastest, and most widely will own the treasures of this new world

– Conventional maps only partially Conventional maps only partially work– Conventional systems are failing us– Burn the boats or evolve the model?– Planned obsolescence of conventional systems– Experimental models must have an ever increasing share of budget g g– Learn as we market to create new systems

We need a new compass for navigatingWe need a new compass for navigatingA few rules for working out the difference gbetween an option, and an opportunity

1. The future is:about ecosystem marketing. y gCreate yours, and join othersThere are 4 Kings in this new civilization: Microsoft, Facebook, Apple, and Google. Ally and invest with one or more of them and lock your ecosystem into their ecosystemecosystem into their ecosystem

2. The future is:p pproprietary mapping in addition to y pp g standardized research Conventional research will increasingly be an ancillary to proprietary maps of the ecosystem. Each map will be a brand‐specific view of this new world new world

3. The future is: social targeting that uses paid g g pmedia to generate earned mediaIts not the people you reach that count, but the people they reach for you.

4. The future is: Frequency becomes smart q y through behavioral targetingFrequency has until now been guesswork. With smart tracking and targeting, when you say 3 impressions it starts to really mean 3 impressions

5. The future is: auction‐based real time buying y gnot static bulk upfront bulk buys Media pricing has been predominately determined by static market mechanisms. The real value of the audience should be determined by their state at a specific moment in time, and how valuable that state is their state at a specific moment in time and how valuable that state is to a brand. Brands have already started bidding through auctions in real time.

6. The future is:Algorithmic optimization that uses g psimple rules to drive performance Most media is pre‐booked and then left. Media optimization has been a creed frequently preached but infrequently observed and implemented. Brands will automate optimization by creating implemented Brands will automate optimization by creating algorithms that drive up performance.

7. The future is:bespoke formats overwhelm p standard formatsStandard formats will still make up much of market inventory, but agency attention and impact will be determined by what they do with bespoke formats specially designed with media ownersbespoke formats specially designed with media owners

8. The future is: 8. The future is:Recognizing that the creative people R i i th t th ti l employed in media franchises are p ymore important to brands than the media inventory they help create media inventory they help createNobody knows how to reach Cosmo readers better than Cosmo staff, or g y pAmerican Idol viewers better than Idol staffers. Agency creative departments will start to be smarter about how they use media owners. They will recognize the inventory is less valuable than the talent

8 new rules for communications planning 8 new rules for communications planning1. Master ecosystem marketing. Create yours, and join others 2. Proprietary mapping in addition to standardized research3. Social targeting that uses paid media to generate earned media4. Frequency becomes smart through behavioral targeting 5. Auction‐based real time buying not static bulk upfront bulk buys 6. Algorithmic optimization that uses simple rules to drive performance 7. Focus on bespoke formats not standard formats 8. Recognize that the creative people employed in media franchises are more important to brands than the media inventory they help i b d h h di i h h l create

Every brand needs its own map to find its own treasure Every brand needs its own map to find its own treasurein this new world. Burn the boats and find the treasure. As always, its at the point marked XAs always, its at the point marked X

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Future of media

by aeffik on Jun 19, 2011

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Future of media — Presentation Transcript