Category Archives: technology

The Future of the Media Industry

digital mediaThe theory of evolution doesn’t only apply to live species like humans, animals and plants. Industries are also touched by evolution and need to adapt to the changing environment. The media and advertising industries are not immune. I have been following media and advertising for over 10 years and have seen them go though many changes. Those changes were usually the result of a new technology. Perhaps, one the most sweeping change is taking place now and it’s the result of the fast evolving internet related innovations.

Five years ago, the term RTB (Real Time Buy) was not part of the media and advertising lingo. Today, it’s a reality and the way many agencies are buying their online media and in the near future all media. Just as the name of this blog, RTB stands at the intersection of technology, media and advertising. This is a reminder that more changes will take place and new technologies will become part of the day-to-day business in media and advertising. The changes will require a new set of skills and knowledge and a new generation will take over the positions that individuals from legacy media will vacate.

There is more to come and at a faster pace. The innovation on technology brings us new media formats and with that native advertising. Not all media formats will survive but the ones that make it will become significant parts of our lives just like Facebook has done it. The current trends tell us a bit of what is to come that that is just a small part. This report from e-Marketer tells us about the use of online video by top advertisers and it’s an indicator of a shifting tide and with it budgets from traditional media to digital. http://www.emarketer.com/Article/Advertisers-Deploy-Optimize-Video-Content/1009651

Mobile, online video and social are the top contenders. What do you think are other media and technology plays that will affect media and advertising in the future?


Racism Is Alive And Well In Silicon Valley

And everywhere else. Can you name a Hispanic that has shined in Silicon Valley?
Via BI

There was a huge kerfuffle over the weekend about racism in Silicon Valley which tried to end when Michael Arrington wrote a post titled Oh Shit, I’m A Racist.

But it didn’t end – on Monday there were stories by CNN reporter Soledad O’Brien defending herself with an article titled Michael Arrington is right (about one thing) and then a well reasoned post by Mitch Kapor titled Beyond Arrington and CNN, Let’s Look at the Real IssuesRead more: http://read.bi/usECaH


Social Media Spearheads Business Interactions

I have obtained positive results from my online/social media efforts for business development. I think the technology advancements of each decade have always changed the way you do business. I recall that in the 90’s, I developed business relationships with companies in foreign countries. We had no physical interaction and most of our transactions were done via fax with an occasional phone call. Internet, Skype, Facebook, Twitter and others facilitate business development and project management. The article bellow mentions Social Media.  I’m sure that in 10 years we will be dealing with new technologies. What do you think they will be?

So much for that human touch.

In most markets around the globe, social media communication has become the most influential channel for business purchases — outranking face-to-face meetings, conferences, client entertaining or traditional trade advertising — according to new research from Trendstream’s GlobalWebIndex.

In June, 15% of “global decision makers” surveyed by the social media consultancy cited “conversations with people from a company/organisation on a social network” as having the greatest influence on business decisions. Cited by 13% of respondents, “direct mails” ranked second.

Still, 16% of “senior decision makers” — or those at senior manager level and above — cited conversations as well as “sales presentations” as having the greatest influence on business decisions. Read more http://bit.ly/qyzMgO


The age of the mobile device

Smartphones Outselling PCs.

“This ‘inflection point has arrived quicker than many have thought,” notes Fortune. “Former Morgan Stanley Analyst and now venture capital advisor Mary Meeker pointed to 2012 as when Smartphones would pass PC in terms of raw numbers in a presentation in November.” “Analysts had expected smartphones to take the lead at some point in 2011, but the transition happened more quickly as a wide range of manufacturers of mobile devices embraced Android,” according to the Financial Times.  Read the Whole article at link.
http://bit.ly/gq4GoJ


Kids in the U.S. Eyeing Big-Ticket Tech This Holiday Season | Nielsen Wire

I want my iPad!

Kids in the U.S. Eyeing Big-Ticket Tech This Holiday Season

via Kids in the U.S. Eyeing Big-Ticket Tech This Holiday Season | Nielsen Wire.


May technology be with you

Phone-Wielding Shoppers Strike Fear Into Retailers.

By MIGUEL BUSTILLO And ANN ZIMMERMAN

Tri Tang, a 25-year-old marketer, walked into a Best Buy Co. store in Sunnyvale, Calif., this past weekend and spotted the perfect gift for his girlfriend.

Last year, he might have just dropped the $184.85 Garmin global positioning system into his cart. This time, he took out his Android phone and typed the model number into an app that instantly compared the Best Buy price to those of other retailers. He found that he could get the same item on Amazon.com Inc.’s website for only $106.75, no shipping, no tax.

Prices

Tang uses his mobile phone app, TheFind, to scan product bar codes and immediately troll online for the best price at various retailers.

Mr. Tang bought the Garmin from Amazon right on the spot.

“It’s so useful,” Mr. Tang says of his new shopping companion, a price comparison app called TheFind. He says he relies on it “to make sure I am getting the best price.”

Mr. Tang’s smartphone reckoning represents a revolution in retailing—what Wal-Mart Stores Inc. Chief Executive Mike Duke has dubbed a “new era of price transparency”—and its arrival is threatening to upend the business models of the biggest store chains in America. Read more: http://on.wsj.com/eouMv6


Faster and audio capable tablet in the n

Faster and audio capable tablet in the near future?
Google Unveils Chrome OS, Notebook Pilot Program. http://read.bi/eNZFha


The Writing is on the Wall

A couple of articles this week bring insight into what the future of broadcast media will look like: the ability to micro target (comes with a premium). A saying comes to mind: what do you rather have: a bird on hand or one thousand flying?

Google TV started the trend and continues to build but the fact that Microsoft cut a deal with a network, will open new doors. SEO expert Gregory Markel shared his view on the deal:

“In a paradigm busting move that dramatically enables Microsoft to gain ground on Google TV’s lead in the space, Microsoft’s answer to Google TV, “Navic” has closed a deal with NBC Universal to sell ad time on its cable networks and for the first time in history, one local BROADCAST network. Yes, a BROADCAST network. Navic still has a much smaller reach than Google TV, however, this precedent setting foray into BROADCAST network TV, albeit local for now, is ground breaking and perhaps a harbinger of the traditional approach to buying network TV.

We will remain vigilant on this front and keep you apprised of this momentum via Navic briefings as both Google TV and Navic appear to be entering the Broadcast TV arena. One thing that is for sure, you can bet Google will be working furiously to keep up/better Microsoft’s foray into offering bid based BROADCAST network buys. (read WSJ article)


The Paradigm of Transformation

We are going through a period where media and communication models that have been used to deliver messages to consumers at eroding at a rapid pace. That in combination with the transfer of control from marketers to consumers has left traditional media and the echo system they support wondering what to do next. The shift is taking place among all segments of the population. This is both a tread and an opportunity for companies that develop new communication models and understand the role consumers play in a brand’s strategy under the new paradigm. There is no magic potion but the answer lays on a good understanding of the basics: know your target and how your product or service satisfies a specific need in the target.

Confronted with these changes, marketers can not use the same strategies they have used for the last 30 years. It is not about old or new media, it is about the role consumers have taken as creators of content whose distribution is facilitated by technology. This content can be in the form of a consumer complaining about your product and notifying the entire network in Facebook or all their followers in twitter. So brands listen up to what consumers have to say and use the same technology to empower your brand evangelizers.

The common denominator here is that the same technology consumers use to communicate is available to brands and they can identify trends and truthfully engage audiences in a conversation. You may not have the entire resources in house and need to bring them on board or outsource. There is no single formula for success. What can make a difference is the preparation of your internal resources along with a strategy that was derived from research and arrives at the intersection of a clearly defined consumer profile and how your product or service satisfies a specific need.


The Paradigm of Transformation

We are going through a period where media and communication models that have been used to deliver messages to consumers at eroding at a rapid pace. That in combination with the transfer of control from marketers to consumers has left traditional media and the echo system they support wondering what to do next. The shift is taking place among all segments of the population. This is both a tread and an opportunity for companies that develop new communication models and understand the role consumers play in a brand’s strategy under the new paradigm. There is no magic potion but the answer lays on a good understanding of the basics: know your target and how your product or service satisfies a specific need in the target.

Confronted with these changes, marketers can not use the same strategies they have used for the last 30 years. It is not about old or new media, it is about the role consumers have taken as creators of content whose distribution is facilitated by technology. This content can be in the form of a consumer complaining about your product and notifying the entire network in Facebook or all their followers in twitter. So brands listen up to what consumers have to say and use the same technology to empower your brand evangelizers.

The common denominator here is that the same technology consumers use to communicate is available to brands and they can identify trends and truthfully engage audiences in a conversation. You may not have the entire resources in house and need to bring them on board or outsource. There is no single formula for success. What can make a difference is the preparation of your internal resources along with a strategy that was derived from research and arrives at the intersection of a clearly defined consumer profile and how your product or service satisfies a specific need.


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