The Mediapalooza is the Message Says the DPAA

Indeed now we can receive content and messages when we pump gas in our car sit in a movie theater or a nail salon shop at a bodega or in a mall use a vending machine ride in an elevator take a taxi or Uber car or visit a doctoramp8217s office There are many new streams of data available through such novel sources as vending machines airports stadiums and gyms The opportunities to reach consumers at every point in their day wherever they are makes for new collectable datasets that can lead to an allencompassing view of their behaviorCurrently amp8220fortyone percent of OOH is digitalamp8221 according to DPAA Chairman Franamp231ois de Gaspamp233 Beaubien and this is poised to increase over the next few years Looking ahead Frey predicts that quotby 2017 more than half of all OOH revenue will be digital and 10 bought programmatically There will then be a steep curve towards programmaticamp8221So where is all of this disruption leadingChange Change ChangeRishad Tobaccowala Chief Strategist for Publicis Groupe mapped out three areas of massive change Globalization which he deems amp8220unstoppableamp8221 Demographic Shifts noting that the average age in Africa is under 21 and the aging of China led to the reversal of the one child rule and Digitization which is driven by phones that today have amp82201000 more processing power than in the first space shuttleamp8221Marketing Without BordersTobaccowala reprimanded marketers who he said amp8220have to learn how to market They haven39t done so in 30 years Eighty percent of what marketers were doing was logistics and managing revenue pointsamp8221 amp160Relying on comparing yourself to a traditional set of competitors is risky because amp8220threats and opportunities come from the outsideamp8221 he added Take for example the iPhone amp8220When iPhone came out Nokia and Blackberry did not take it seriously because it had no keyboard and anyway what did Apple know about phonesamp8221 Tobaccowala recalled amp8220If you don39t take people seriously things happen Benchmarking against other pathetic people doesn39t make you any less patheticamp8221Forget Data Ownership The Secret to Success is StorytellingAnd the lure of owning your data Tobaccowala is unimpressed amp8220Owning data alone will be obsoleteamp8221 he said amp8220It is how you access data not own it It is the algorithms Owning is so 1980samp8221 The secret to success is storytelling amp8220We have to recognize that we are talking to humans Storytelling is very very important And mobility is also importantamp8221 He concluded amp8220Change sucks The more things you want to stay the same the more you have to change yourself How do we change the people We need to learn to collaborateamp8221Ecosystem DichotomiesLori Hiltz CEO of Havas Media spoke of the amp8220complexity of our business where the largest retailer does not own a store where families are connected and disconnected at the same time and where technologies shape the dynamics of the new usamp8221Despite rumors to the contrary David Sable Global CEO of YampampR asserted that amp8220TV is not over Cinema is still strong They say that print media is dead but catalogs are having resurgenceamp8221 He also refutes the theory that as media gets fractured TV audiences will likely get smaller He said amp8220How do you define TV We are watching more video than we have ever watched in the history of mankind We are watching for longer and longer time There are more screens and more shows to watch In 1999 there were 26 series to watch In 2014 there are 1715 series available to view not including short form videoamp8221The Future is Expansive and Expensiveamp8220Letamp8217s set the record straightamp8221 Sable advised amp8220The narrow definition of TV is digibabble As Michael Wolff wrote in his new book TV is the new TV It is simple Think about the entire ecosystem Twitter doesn39t kill TV It makes it betteramp8221 The idea that content can be free is unsustainable he said amp8220The future of free is dismal and not sustainable Advertising pays for content There are three ways to access content steal it pay for it or watch adsamp8221 Sable warned amp8220NFL contracts are up in 2022 That is when the next big change will happenamp160That will be the next huge inflectionamp8221The 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

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The Mediapalooza is the Message Says the DPAA

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Charlene Weisler

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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The Mediapalooza is the Message Says the DPAA

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