For our latest Uncomfortable Breakfast, with our partners BBC, we looked through our crystal ball at what The Future of Media holds and how this will affect marketers globally.
Media has been disrupted by new technologies and channels. Where is it headed and how are we, as marketers, going to take advantage of the opportunity? We heard from Katy Xu, Vice President, Greater China and North Asia at BBC Advertising, Seraphina Wong, Executive Director, Global Advertising - Brand Management at UBS, Scott McBride, Chief Digital Officer APAC at IPG Mediabrands and Glenn Schloss, Vice President, Corporate Communications at Huawei.
We've collated a few of our favourite points from the session:
- TV is not dead – but it’s now about TV plus cross-screen
- Educating the CEO (and other C-Suites) is the CMO (and marketer’s) biggest role and challenge. Engage them in what you’re trying to achieve. Don’t get embroiled in conversations about programmatic with them!
- Consider PMP's: Private Market Places which can outperform open exchange for viewability, CPA and CTR's
- BBC’s Science of Engagement project, measuring the visual effects on the face of consumers of content developed by BBC for their brands
A huge thanks to our friends at Uniplan for helping produce the video from the event.
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