Revolución permanente – What we media planners pay

Now that the Internet has penetrated almost all areas of life, the triumph of the smartphone is almost complete and almost every electronic device is networked in the “Internet of Things”, we now have the next big step ahead: Artificial Intelligence, Robotics and Quantum Computing.

These technologies are not only changing society as a whole, but also working as a media planner. From my point of view, three media- or market-specific and three technological developments currently have the biggest impact on our business:

The media-specific developments: Internet giants, service market, target group models

  • First: The ever-increasing power of internet giants drastically changes the advertising market. According to estimates by OMG and eMarketer, around three-quarters of Germans and more than half of the US digital and online advertising investments are now going to the “Walled Gardens” Google and Facebook at LUMA’s Digital Media Summit 2017 Depending on the study, 50 to 60 percent of online shoppers in Germany and the US search for the product of their choice directly on Amazon without having to go through a search engine “detour.” The large platforms have a clear understanding of what users want and give Advertisers barely a chance to get past them.
  • Secondly: In the service market around digitization, the cards are being reshuffled: consulting firms are increasingly pushing into IT, marketing and commerce. Technology companies offer consulting services and agency networks extend their marketing expertise to IT and commerce. New services and job profiles are created every day, thus fueling the “War for Talents”.
  • Third: The model of the “average consumer” has had its day. Our society is becoming increasingly heterogeneous thanks to many different factors. Sociodemography as a basis for planning offers little differentiation and insight in modern marketing. There are now much more versatile and precise target group models, which now apply and develop.

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The technological trends: Voice, Blockchain, AI

  • First: What used to happen on screens and keyboards until recently is now increasingly working through speech. According to a Gartner analysis, as early as 2020 about 30 percent of web browsing sessions will take place without a screen. In addition to the new brand presence, this means a drastic change especially for retailers – because there is only one result for shopping requests: On Amazon, the company proposes an Amazon Choice product in 59 percent of the cases – Sponsored posts of the manufacturers only appear at 2 , 5 percent of all voice queries as Gartner points out. Only those marketers who develop an integrated voice strategy and understand it as part of a unified brand experience can be successful.
  • Secondly: For many at present still a mystery, also the Blockchain belongs to the technologies, which we will encounter more intensively in the next years. Blockchain enables the secure execution of transactions without central authority, even if the involved parties do not know each other or do not (yet) trust each other. The advantages of Blockchain are obvious: transparency, participation, decentralization and immutability. However, the complexity makes it extremely difficult to integrate this technology into existing processes. In order to establish blockchain solutions on a large scale in the media business, numerous participants with different market positions have to participate. Therefore, a few more years will certainly drag into the country, before it comes here to a nationwide use in media everyday life.
  • Third: It seems to be the salutary par excellence: Artificial Intelligence (AI). Three areas are particularly interesting in marketing: KI helps to evaluate existing data and to obtain completely new insights about customers and target groups by means of analyzes and reporting. With Content Creation, she can personalize advertising media based on user data, and many steps can be automated in media planning. At Mediaplus, for example, we have created a tool with the brand investor that can create impact-based planning for all campaign objectives across 19 channels. The result is a mediamix from the machine, which calculates the optimal proposal from several million scenarios.

Despite the many innovations, these new technologies will never be able to replace media experts. They only present us with new challenges and tasks that we should tackle with courage and energy, not fear and despondency. Or, as Che Guevara said in Trotsky’s words, we live in a “revolución permanente”.

Also interesting: “The digital quarter hour” with Anita Zielina

About the author: Andrea Malgara is Managing Director and Partner of the Mediaplus Group.

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