Breaking Out of Media’s Containers

Consider the rapid evolvement of media and technologyMobile trafficamp160grewamp16074 in 2015amp160and an astounding 400millionfold over the past 15 years When it comes to media consumption we are no longer tethered to our desks and couchesStorage capacityamp160has also increased tremendously Consumers could buy eight MB of storage for 28 in 2000 and just 15 years later half a terabyte for about the same priceamp160Increased consumer storage needs have also led to the growth of the cloudamp160projectedamp160to be used by 55 of consumers by 2019 That is up from 42 in 2014 Think about the implications for HD media viewingProcessing speedamp160continues to follow Mooreamp8217s Law of doubling every two yearsamp160 Sir Michael Moritz of Sequoia Capitalamp160toutsamp160that the smartphone you carry in your pocket is now equivalent to a 35 million computer in 1975 There are no sacrifices when it comes to viewing content on your phone except maybe a little squinting here and thereamp160Timeshiftingamp160representedamp16053 of TV viewing last year due to tremendous growth of DVRs and VOD up fromamp16029amp160just two years ago The result is that consumers no longer have channel conflict just channel choiceYet despite these significant changes media industry behavior seems to have hardly progressed beyond the era of VCRs and landlines when you consider thatBig data can deliver instant audience information but brands still rely on focus groups for insights and asking viewers to selfreport on their behaviorConsumers are interconnected to each other and access info across screens but agencies still plan and activate media in a manual fashion across online offline and channel silosConsumers now make purchase decisions at all moments but marketers still use the oldworld funnel to drive strategy and traditional metrics like reach and frequency for measurementIndeed the media industry continues to try and fit the future into the containers of the past focus groups panel ratings channel planning purchase funnels manual execution These are blunt instruments Itamp8217s time to break outMarketers who want to capitalize of the future of media can start with the following strategiesFollow the eyeballs and seize the momentamp160Despite the tremendous growth of digital TV is still king of all media as shown byamp160Nielsenamp8217s Total Audience Reportamp160and ZenithOptimediaamp8217s Advertising Expenditure Forecast Furthermore mustseeTV such as sports premieres and awards shows still reach critical masses and are consumed live despite trends towards timeshifting and ondemand viewing Think of these as shared media experiences that are ripe for amplification and conquestDeliver an emotional stimulus and capture attention through message burstsamp160TV ads are great for tugging at the heart strings through sight sound and motion However to truly create resonance a commercial message can no longer be restricted to the TV screen Instead it must be simultaneously distributed crossscreen through digital media so that bursts of brand messaging surround consumers at the right times Consumers are increasingly multitasking with 87 of themamp160usingamp160other devicesamp160while watching TV Leverage TV synced ads via online video display mobile social and search to make sure your brand connectsBlend TV data and social data for measurement and planningamp160TV ad occurrence data can show you where your message was delivered settop box data can show tunein and loyalty while social data offers a full picture of media value by demonstrating the impact on viewersamp8217 behavior Combined these three data sources can give you a full picture of media value Benchmark this data against previous efforts and future ones as well as your competitors to create a continuous marketing planBy using all the tools and data already available in todayamp8217s crossscreen programmatic environment brands can truly reach the right person with the right message in the right place at the right timeDone correctly media will break out of the containers of the past and thrive in the future But donamp8217t get too comfortable With new innovations such as virtual reality augmented reality and the Internet of Things on the horizon marketers will always have plenty of poorfitting containers to breakThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers Image at top courtesy of freedigitalphotosnet

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Breaking Out of Media’s Containers

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Lance Neuhauser

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

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