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Article Watch February 2016 - 'Must Reads' Powered by MediaScope

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Each month Denise Shrivell from MediaScope curates a series of must read articles and insights for the digital media community to help you stay up to date and informed.

Morgan Stanley: Global Tech Giants About to Crush Australian Media Industry (ABC) - new research shows global tech players - such as Google, Facebook & Instagram - are taking all the ad market growth, & then some. What is more alarming now is the speed at which this crushing change is happening. By 2020 online players will dominate ad revenues with Morgan Stanley forecasting internet/online share to have risen to 55 per cent.

Marketing Technology will Collapse the Digital Ad Supply Chain (Media Post) The rise of mar tech is going to have an enormous impact on the structure & operation of the digital advertising supply chain. Put simply, it will obliterate the supply chain as we know it today. That the digital ad supply chain is problematic has been a top-of-mind issue among industry leaders for years. The supply chain is massively complex. It leaks tons of data. It leaks tons of money. It is a patchwork quilt of thousands of companies & different technologies & protocols.

Advertising Age & The Future of Advertising (PeterLevitan) - Advertising Age recently ran two very interesting & insightful articles about the current & future state of advertising with one big takeaway...clutter. Advertising clutter, technology clutter, content clutter & on. 

R3's Adtech 40 Unearths Five Digital Demands On CMOs(Yahoo!) - The world's best marketers and their agencies are moving quickly to integrate technology into more aspects of their marketing initiatives, a new study from the global consulting firm, R3, shows. "Within five years, the CMO will spend more on technology than the CIO -- understanding the latest five new digital demands will be crucial to their role," The firm reviewed hundreds of submitted cases from around the world to create a new report -- AdTech 40 -- a collection of the 40 best technology-driven marketing approaches from the past year. Through this work, R3 identified five digital demands... 

Trends in global advertising revenues and media consumption: 8 essential charts (MediaBriefing) - The main story is the variances between mobile vs. desktop & laptop behaviours, requiring further exploration & will be of substantial interest to many publishers. “The phone is no longer used just for talking, it is a multifunctional device helping people do everything from the weekly shop to catching up with friends with a face-to-face video call.” this may mean media companies will need to further accelerate & prioritise their mobile offering. Mobile isn’t just eating the world, it’s reshaping it with increasing speed too.

 Programmatic in China Part 1: Premium Programmatic (via ClickZ) - When putting together a programmatic strategy in China, one of the most important tasks is determining which model of programmatic the client is most suitable for. The local companies play by a different set of rules and even have unique selling points compared to their Western ad-tech counterparts. This new series of columns will introduce China’s own flavor of the four programmatic models, and the differences to the Western ad-tech ecosystem.  First up, programmatic premium. 

Media Unicorns Unbearable Billion dollar Valuations (via MondayNote) - Unicorns base their valuations on hopes of never-ending growth. It might work for Uber or Airbnb, but it’s not a valid model for digital media whose growth relies on a structure of third party distribution and tiny ARPUs. Most digital media unicorns (or near-unicorns) are built on their ability to accumulate massive audiences, hoping their numbers will outweigh infinitesimal per unit monetization. Take Buzzfeed: Its valuation hovers at $1.5bn after 6 funding rounds totaling $296m

Should News Publishers Drop Their Websites & Go Mobile Only? (Guardian) - Given the breadth and depth of mobile adoption, media organisations need to be asking themselves why they have a website at all. It seemed to take about 20 years to get from “what’s this world wide web thing about” to “we need to shut off the printing presses”. I don’t think anyone has that much time to work out what being in the media business means in a mobile world. With no advertising model to bank on, the mobile waters look cold indeed. It won’t be long now before dipping your toe in isn’t enough. Who will go native and thrive? Who will be the fearless one?

75% of Consumers Don't Feel Their Data is Safe with Advertisers (Fortune) - Most consumers feel they lack control over personal information on their phones, are suspicious of attempts to use it for marketing appeals, and many think the problem is getting worse, a survey in major countries of the world has found. The findings from a poll in January of 8,000 mobile phone users published on Monday spell trouble for advertisers hoping to tailor marketing and services based on location, personal context, and interaction history for customers on the go.

For more insights and must read articles on digital media Follow MediaScope on Twitter & join over 2,400 media influentials by Subscribing to MediaScope's Weekly Newsletter.


Time in the digital industry: I’ve been in the advertising, media & publishing industry for almost 30 years (straight from school) & started taking an interest in online advertising through my role as Business Development Manager at Fairfax/Business Review Weekly (BRW) in the mid to late 90’s
My time at MediaScope: I’ve had my own solo-run business – MediaScope – for 4 years now. It’s been quite the journey
My mission at Mediascope: My main professional mission at MediaScope is to offer our market an independent, useful and evolving resource.  My personal mission is to stay an active and passionate part of our industry while still managing the needs of my family (4 months a year school holiday!). I’m very vocal about the challenges and opportunities for women and families in our industry
My special blog topics:  I’ll be presenting a series of topical and relevant articles, insights and opinions both unique to MediaScope and from international and local sources
Digital trend I'm most excited about: The increasing pace of change within our entire industry is fascinating, compelling and a little frightening. I’m especially excited about the opportunities converged media brings to marketers and media owners through emerging digital media platforms being applied to traditional media such as print, outdoor and tv. I also keep a close eye on new advertising and non-advertising media revenue streams and business models
Brand whose marketing I admire: I admire any brand which does something (anything) brave. Though we are increasingly seeing the take up of data-driven decision making. I think there is still enormous benefit to be realised in the ‘serendipitous’ marketing opportunity.  Several large marketers specifically allocate budget for innovative opportunities where outcomes cannot necessarily be predicted – or even measured accurately - but they can become a worthwhile part of a broader marketing mix, create enormous brand impact and achieve above average results .  I’d like to see more Australian brands taking marketing risks and move beyond the so called usual solutions
Favourite digital campaign of all times: The first one – AT&T’s first banner ad published by HotWired in 1994 with a whopping 74% clickthrough rate.  It’s become oh so complicated since then
Digital tool / gadget I cannot live without:  I’m seriously in love with my iPad - don’t tell my husband
If I wasn't working in digital, I would be:  If I was to think about my dream job I’d likely be a highly successful, genY, male, single professional golfer (or maybe surfer). Yep – if I wasn’t in advertising and media then I would like to be Adam Scott.  

Denise Shrivell has been a well known and active member of the Australian advertising and media industry for close to 30 years.  She has worked with major agencies and publishers and now runs MediaScope which offers resources and services in 3 core areas: a planning directory connecting buyers and sellers through 3,500 media listings with a focus on niche, alternative and emerging media; a range of resources with practical information on buying, selling advertising within our constantly changing media landscape - including the well-known ‘MediaScape’ guides & ‘Women in Media’ profiles; and tailored consultancy services for media owners and marketers as well as involvement in various industry projects.  MediaScope also produces a newsletter which is currently sent each week to over 1000 key media industry decision makers.

To subscribe - http://www.mediascope.com.au/subscribe
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Email Address - denise@mediascope.com.au


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