It is an era of change and the media industry, much like any other domain that has been touched by the economic environment, is undergoing transition. And this was the theme of discussions at the third year of the Festival of Media that is held in Valencia this year.
Fernando Rodes Vila, CEO, Havas Worldwide, opened the discussions this year, and spoke to the audience on the changes that were emerging in the media industry with the global meltdown in the backdrop. He took the audience through some of the confusions that various industry leaders were facing on whether to invest in the business, given the cash crunch situation, or wait.
Despite all the problems that Rodes Vila pointed out, and the impact of that in slowing down the movement of funds from the spending and investing end, he was optimistic on the road ahead. He said, “There definitely would be measurement going forward --- even something like how much are we giving to our consumers, and of what, too would be measured.”
For him, the road ahead has to be about simplicity. Some of the changes that he enlisted were about moving from just intuition to technology, rigour, intelligence and intuition, all of which he sees as serious impact on the industry. He said, “Our industry is on communication, and communication is all about sharing. Even in these tough times, we have to help people share. It was never so complicated to build a brand, and this would last for a while, but after that we are very optimistic on the transition that this industry is seeing.”
Analog dollars to digital pennies: Jean-Charles Decaux on the new OOH
JCDecaux’ Co-CEO Jean-Charles Decaux confessed that he could have rambled on the subject of out of home, and the transition that this industry was seeing, had it not been for the time constraint of the session. Decaux had assembled an interesting presentation that gave a fair insight on the kind of growth that technology had lent to OOH, and the potential that this medium held in increasing proximity with the upward mobile audiences.
Decaux quoted statistics to show that 51 pc of worldwide population today was in urban areas, and that the time spent, across target groups, on OOH had increased dramatically. He spoke of the ‘hypermobile’ generation which has now become the natural target for OOH. The one challenge that that poses is for outdoor to be innovative. He took the audience through various examples where creativity, design and the constant need to change and evolve demonstrated how tough it could be to be oldest media.”
He said, “There are four key aspects here -- Digital force, covering brand image, media strategy, innovation and relation marketing. In the wake of these, there are new time related opportunities in media planning; contextualised sponsor services, interactivity and added value for brands that have come in.”
The key point was to creating value by engaging a relation with consumers and the big question was how to monetise it. He also cautioned that even as digital migration required heavy investment, what was required was a stable business model, followed by selective investment. Relevant content had to be brought in, and the road ahead was about mass media moving to target group media.
Analog dollars - digital pounds: Brazil’s Anco Saraiva on how it is done
Many in the audience were waiting to hear Brazil based Globo Television’s Marketing Director Anco Saraiva had to say. Saraiva was there to Giving give a perspective on the growing BRIC economy but it was the unique model in which Brazil operated in that had the interests of many piqued.
The market model in Brazil allows the operation of only the “full-service” agencies and not of media services. By nature, the model allowed media owners a unique power in the market. Saraiva didn’t delve much on that during the presentation but explained at the sidelines that the media networks in the market were strong and that they worked well with the full-service agencies. For him, the system worked well for a market like Brazil.
In his presentation, he took the audience through the diverse kind of content that was coming from the market, and stressed on the need for good content to make any connect with the consumer on any level.