Traditional media channels and publishers are facing declining advertising revenue from print products, while radio is facing increased competition from streaming platforms, so the need to reinvent in line with consumer behaviour becomes more pressing.
At MLab 2014, News Corp, Southern Cross Austereo and Val Morgan Outdoor showed how they are adopting mobile, geo targeting and hyper personalisation to repurpose newspapers, radio and outdoor advertising for the future. SCA used a high performance, high tech Tesla to show how the connected car will make radio more relevant; News Corp showed how its content and advertising will evolve to fit with busy consumer lives, while Val Morgan Outdoor showcased its facial recognition digital billboards that serve targeted ads depending on who is passing by.
Here’s what marketers from Paramount Films, Michelin, American Express, Kellogg and Sophie Madden, CEO of the MFA think about the vision of media in the future. The MLab event was produced by Play Communications. AdNews TV was produced by Milkmoney.
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