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Media Intelligence : Media Trends+Strategy 2012
features Dealing with the pace of change Media challenges ahead. Spoilt foR choice The explosive media market. aDVeRtiSing inVeStMent coRRection Recovery ahead? Traditional media is not so traditional anymore as we find ourselves embracing the digital world and all its machinations. Advertisers are now being asked to invest in the brand. And the brand now consists of various cross platform communication vehicles underpinned by the strength and goodwill of the parent model. Whether it be the traditional model of Print, TV, Cinema, OOH or Radio the digital era has transformed the simple pitch to one of multiple choice, bundled deals and various degrees of accountability in measurement. Whilst the iPad has breathed life into the publishing sector, the growth and take up of the smartphone is set to transform media offerings, across all platforms, yet again. One important element, adding the competitive edge to all media product, is the integrity of content, being delivered in many ways through many forms. The conundrum for the curators is to monetise these new appendages now in their business model. The growth of social media has been embraced by most media formats. The integration of digital elements is transforming the airwaves and the out of home sector. Just as the fragmentation of media is forcing change to the supplier base, it also changing the agency landscape. The continual evolution, at pace, is happening now and with it comes great opportunity for new players to step up and dare to fail in order to become the new influential media leaders of the future. This issue provides insight from those in the know and predictions from those who are riding the wave of digital change. The comment, insight and at times strategic overview from over 50 influential media executives across all media platforms provides interesting insight to determine where you fit into the mix and whether you have a shared direction with many. This issue will, along with our other annual editions, act as a tangible historical record of opinion at a point in time. In an industry that is rapidly evolving, the winning agency and media enterprises will be those whose generals lead rather than react. John Blondin Publisher/Editorial Director contents “ Big world firms simply go out and buy and integrate ... to adapt to the Digital Age.” “...everything needs to have a digital spine in terms of a communications platform.” “Automation will split agencies into tech head traders plugged into data and ad exchanges.” “ The real issue is relevance: newer platforms are far more user controlled.” haRolD Mitchell Executive Chairman Aegis Media Pacific John SintRaS CEO Starcom MediaVest DaViD gaineS GM Maxus colin Jowell Head of Strategy M&C Saatchi 6 10 26 Tablets tops digital diversity. 38 Digital convergence is the direction. 54 Innovation in changing times. inside REPOSITIONING OPENS OPPORTUNITY 18 “Advertising exchanges are changing the ad game globally.” MaRK BRitt CEO Mi9/ninemsn digital back issues 2007/08edition2007/08 If online click here to view 2009/10edition2009/10 If online click here to view media trends+ strategy 2009/10 intelligence financial year edition z $14.95 features Technological change levels the playing field Media 2009 – industry leaders comment on “The State of Play” inte r vie ws John Sintras CEO, Starcom Megan Clarken MD, Nielsen Online Stuart Mitchell CEO, Mitchell Communication Group A nn e Parsons CEO, MediaCom Brian Craighead MD, Prime Digital Media P rema Perera CEO, Universal Magazines Joe Pollard CEO, ninemsn Richard Freudenstein CEO, News Digital Media David Gardiner CEO, nextmedia Rob Edwar ds CEO, ADMA Brendan Hopkins CEO, APNNews & Media Joan Warn er CEO, Commercial RadioAustralia ... and over 30 more senior media executives –insight– digital revolution removes the barriers The directionof majormediaplatforms in2009 and beyond. cross media packages chase advertising dollars Pick the mix with mediachoice packages across various mediadisciplines. Free tv harnesses engagement & interaction Governmentlegislationsettoliftthevalueandpotentialof the medium. social media oFFers commercial opportunity How tomonetise is the question. out oF home liFts the bar New measurement aims toboost adspend. 2011edition view online edition at www.mediabiznet.com.au 2011 If online click here to view 2007/08edition2007/08 If online click here to view consumer /// business /// custom /// online mediatitles the advertising and marketing resource guide 2009/2010 $9 .95*(IncGST) tr i nat i ons&bled i sloecupspec i al s i gn upon li n ef oro urw ee k ly n e ws lette r FREE trinations upforgraBs fro m thearchive comprehensive lists of publishers andpublications incorporating digital andbrandextensions 2009/10edition consumer /// business /// custom /// online If online click here to view 2011edition2011 If online click here to view publisher/ editorial director John Blondin managing editor Paula Towers feature writers Natalie Apostolou Jeni Bone Ellise Blondin contributing writers Nick Keenan Ross Dawson Peter Cornelius Greg Allardice contributing statistics/content IBISWorld NIELSEN Asia DMA graphic design Daniel Fung national account manager Agnela Fanatafan video production Dan Sharp mob 0415 743 480 digital production manager Ellise Blondin printed by CaxtonWeb 02 9622 2344 distributed by D&D Mailing Services 02 9725 2114 (Syd) 03 9790 5844 (Mel) head office Park house 5 clovelly St Watsons Bay NSW 2030 australia p: +61 2 9388 7558 f: +61 2 9337 6232 e: email@example.com www.mediatitles.com.au www.mediabiznet.com.au © All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by means electronic, mechanical, photocopying, recording or otherwise, without prior permission in writing to the copyholder. Print Post Approved PP: 255003/07552 published by Media Titles Pty Ltd Megan Brownlow, Executive Director, PricewaterhouseCooper MEDIA VIEWPOINT p5 contents.indd 5 1/12/11 10:40:25 AM
MT Resource Guide 2011
MT Resource Guide 2012