The Media Industry in 2012 - what’s in store
Jane Ratcliffe, chairman of MediaCom, felt that print sales will diversify and restructure to find new ways of cross selling. She also thinks that ‘Agencies which are technologically capable should flourish in 2012’.
Tracy De Groose, MD of Carat, said clients will have to make their budgets work harder and will certainly ‘demand greater measurement and accountability’.
Amongst others interviewed, Nick Bampton of Channel 5 said that ”During the naughties TV came under increasing pressure as it wasn’t able to prove its outcome as well as the internet. But with hindsight and as economic conditions have worsened we now see that whilst a direct link of proof is important, this can’t always fit conveniently into a spreadsheet if your business or brands want real change”. Nick mentioned John Lewis as a great example of how TV can make a brand famous.
For TV, Lindsey Clay MD of Thinkbox, was very upbeat. “In 2012 we’ll see TV continue to give advertisers the most profit and act as a steroid for other media’s effectiveness”.
There was also a lot of positive noise around Radio while Stuart Taylor of GMG and Stephen Miron of Global Group were both keen to speak loudly and proudly about online in 2012 as the only medium that has previously shown year on year growth. Online and Mobile will continue to grow according to Specific Media’s Daniel Stephenson and O2’s Gary Cole.
Outdoor will bring in digital creativity and innovation to the mix according to Matthew Dearden, chief executive of Clear Channel, with the Olympics obviously bringing about massive opportunities for business.
What’s pleasing to hear from our point of view is that measurement, accountability and technology were all mentioned as critical success factors.
If advertisers want to get the most from 2012 it is clear that measuring success and having the ability to review and refine marketing plans will play a keen part of their overall strategy.