 The changing face of media
HP’s Worldwide Media Director, Scott Berg, has a sixth sense for spotting trends, and he is not shy about stating his predictions or sharing new discoveries in his blog, The Changing Face of Media. Although the pace of change in the media arena seems to be at constant acceleration, Berg notes three key developments that are important right now: 1. finite targeting, 2. authenticity of the message itself, and 3. a focus on the audience, instead of on the space. “After a lot of innovation, original business models and ground-breaking ideas, marketers are now digesting the various new media options. They are looking at cost benefits and break points in their investments, and not just whether or not something has a high level of creativity or ad serving capacity.” He sees marketers moving away from a time of unbridled experimentation with new media choices. Now they try to best understand which options will become established and reliable.
“We live in a scattered media environment,” he continues, “which is actually being driven by the end consumer, and this will only continue. Now, instead of using the biggest portal to reach an audience, a marketer can use 2000 websites by relying on software that allows for more finite targeting.”
In addition to the benefits of targeting to connect with specific audience interests, Scott Berg believes that marketers are becoming better listeners as they seek greater authenticity in their messages. “Not only are we listening to tech experts and end customers, but we are reacting to their needs. It is a new 2-way interaction that insures we use the right media in the appropriate manner. We must build trust on every level.”
In an industry that now talks regularly about “integration,” Berg believes that “intersection” may better characterize what is happening in the most “authentic” campaigns today. For him, the ideal scenario is when all media types, marketing achievements and technology drivers intersect at a center point where the essential brand message is the same. For example, in a media mix, a gaming message is certainly different from a banner ad. However, that gaming message needs to not only be appropriate to the brand, but to the user experience, which should engage while also communicating appropriately for the gaming environment. A banner ad can obviously be more specific or drive someone to a website for more details, but it should have the same common intersection point as its gaming counterpart.
Finally, Berg admits that not long ago, marketers found themselves focusing primarily on “spaces” — meaning huge sites or major portals. Now the shift to focusing on “audiences” has been made possible through innovations in technology. Marketers can get a very specific message to a specific audience through new “content channels,” which will continue to shape our interaction with media.
Ever the futurist, he also raises an interesting point about new brand equities among various audience sectors. Taking U.S. statistics on the minutes spent on top-ranked websites, and contrasting it with those sites used most by male college students, it is amazing to see the lack of similarities. No doubt the business of media will only continue to change, and Scott Berg will help us all make better sense of it. Contact: scott.berg@hp.com
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