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The Future of Media & Advertising Conference – Digital

Posted by radio On August - 13 - 2014

There is no doubt that digital is having a profound impact on both advertising and marketing with digital tentacles creeping into every industry. Speaking at the Future of Media & Advertising conference, Luke McKend, Country Manager for Southern Africa, Google, said mobile has become pervasive and thoroughly embedded in the world we live


Last year we predicted that by the end of 2014 more people would be searching Google on their mobiles than on desktops. It happened … in January 2014,” he revealed. “We never anticipated how quickly mobile was going to become a core part of our business.”


As a result of all the different platforms that media is now consumed on, the industry’s concept of measurement has had to change. The concept of a four screen world – phone, tablet, laptop and TV– has become a reality with screens used interchangeably. While media owners typically belong to one of these screens, problems arise when you look at each screen in isolation. However, the notion that we have to use digital in isolation has been blown apart – even though most people don’t use all four screens simultaneously.


As soon as digital is thrown into the equation, said McKend, the competitive landscape is dramatically altered, opening local players up to global competitors. What marketers need to remember, he stressed, is that digital is not about clicks or views, but about the products sold.


McKend illustrated brands which are successfully using digital media, including Red Bull which has used digital to re-invent its brand. In the online space Red Bull is associated with extreme sports, offering highly engaging content. “Red Bull has completely re-imagined their brand and positioned themselves as content publishers who happen to sell carbonated sports drinks on the side.”


He stressed that one of the key challenges resulting from the digital revolution is how to buy and sell in a digital world.


The panel discussion following McKend’s presentation included Marcus Stephens, GM: Publishing, Kagiso New Media and Brett Loubser, MD of WeChat and focused on issues such as how digital facilitates disruption, changes the distribution model, and enables rapid execution. The panel agreed that consumer touchpoints need to be critically analysed and that the onus is on advertisers to create great content to ensure people watch it rather than choose to skip it.


McKend concluded by saying he hoped that any advertisers who have had interaction with Google have some form of positive ROI to show for it.



[Source: Redzone]

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