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Article Watch January - 'Must Reads'

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MediaScope Updates:

- Major Media Agencies by Holding Company – showing WPP's 61% takeover of STW
- 20 Iconic Australian TV Ads - To celebrate Australia Day we look back at a selection of iconic TV advertisements. Read More
- MediaScope’s 2016 Predictions - “I feel more positive about 2016 than I have done for a few years and there are several reasons for this. I think Australia now has a leader that more people buy into than we have had for a while...” Nunn Media’s Chris Walton – Read more...
- Digital in 2016 - We’re very excited to share our huge new Digital in 2016 report: We Are Social’s comprehensive study of digital, social and mobile usage around the world. This year we’ve decided to produce a report in three distinct parts: Digital in 2016, 2016 Digital Yearbook and The Executive Summary.

How digital media will change our lives in 2016 (Lee Stephens on Adnews) - If there is one thing the Australian media love to do is talk about themselves. Now is the season for 2016 predictions about the future of our industry, particularly how digital media is going to change our lives as consumers, marketers and media buyers. Here are lesser-known trends that can help you make a difference in 2016:

2015 Numbers, 2016 Outlook for Advertising, Mobile and Emerging Markets - (Monday Note) In past months, ad blocking has been all over the news cycle. The number of ad blocker adopters is rising quickly, especially in tomorrow’s key demographics: the young, tech savvy, likely to become affluent consumers.

David Bowie and Lessons in Leadership (LinkedIn) “Farewell, David Bowie; global superstar, rock icon, writer, singer, actor, artist, the very personification of cool, my hero and very astute businessman. You may not have 10% of his talent, I know I haven’t, but there is much we can all learn from him and here are 6 things that I’ve picked out.” 

Streaming wars: what impact is Stan, Presto and Netflix having on the media landscape? – (Mumbrella) In the past 12 months subscription video on demand (SVOD) players such as Stan, Presto and, in particular, Netflix, have impacted substantially on the media landscape. The problem is measuring the precise nature of that impact on a medium like TV. 

ABC Tech Journalist Turns Whistleblower on their NBN Coverage. What will the impact be on our industry with sub-standard digital communications infrastructure?...
- False Balance: If, Buts & Whys of ABC Story
- Failed Estate: ABC Fenced In
- Media Censorship & the NBN
- Sad Story of a Broken ABC
- ABC Tech Editor Claims NBN Coverage Gagged
- Tech site Delimiter's Long Term Coverage of the NBN

- Welcome To The Walking Meeting (Steve Sinha on LinkedIn) “Bring a good pair of trainers & a bottle of water”. Based on extensive meeting experience over the years it seemed a strange request but all became clear the next day. Practical Tips & 5 great locations for an effective walking meeting.

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. 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
MediaScope - http://www.mediascope.com.au
Twitter - https://twitter.com/mediascope
LinkedIn - http://www.linkedin.com/profile/view?id=5371424&trk=nav_responsive_tab_profile 
Email Address - denise@mediascope.com.au


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Guest Sunday, 23 October 2016