The charm of traditional advertising was in cost and efficacy. One ad could be produced and — with minor adaptation — pumped into a handful of media channels with enough repetition to create awareness and interest to buy. If advertisers are going to have to create unique formats mixed with unique content for each and every different channel and platform, it’s going to massively affect not only budgets and timelines, but also a brand’s ability to get their message out to a larger audience in the same way that they used to. The somewhat ironic irritant here is that marketers know and understand that the best kind of advertising is when the message feels unique and highly personalized to both the consumer and how the ad is placed within the context of the media channels.
While the region’s innovators have traditionally suffered from the lack of exit options, we may start to see more traditional media companies act as the ecosystem’s white knights… The question is whether startups will find themselves running willfully into their arms, or get dragged along kicking and screaming. At the end of the day, a huge cultural gulf exists between traditional companies and startups: command-and-control versus soft authority, suits versus t-shirts, speed versus caution.
This program is Europe’s premier training program for senior managers in the media and entertainment industry. The program focuses on understanding the industry, what drives change and how to keep pace. The program also provides leaders from the industry with the skills required for designing and implementing strategies that compete for the future.
Nice offering; I teach there sometimes and it’s a great place!
The idea of just selling copies is toast - selling (i.e. offering) access is where the money is. Kevin Kelly said it years ago: we must sell what can’t be copied, what’s scarce, not what is ubiquitous.
The chip giant has already found, like so many others — Apple (AAPL), Google (GOOG), Amazon (AMZN), and Netflix (NFLX), to name a few — that getting media companies to agree to changes in business as usual is difficult at best, and often impossible. But the business landscape is quickly changing, and the ability for content studios to get their own way is getting tougher.
Broadband will kill the broadcasting system as we know it. From the perspective of broadcasting the “threat” of over-the-top is very real. Broadband operates under very different rules than broadcasting yet increasingly the high value content delivered is becoming the same. And, broadband already has the capacity to deliver a whole lot more. When everything is over-the-top (OTT) the concept ceases to have any meaning.
Interesting read indeed.