Jeff Zucker, the president of NBC Universal recently gave an interview in which he made predictions about the future of media, ad buying and selling, and the role of consumers in media consumption.
A few of his predictions included:
- • Media will trend more toward “a la carte” options so customers can pick and choose the features they most want in their media consumption.
• Interactivity is going to play a huge role in future media advertising.
• Targeted advertising will become more important, including using locations to find out where consumers are and what they’re buying.
• Mobile technology will be a 24/7 commodity, with smart phones being a necessity for all consumers.
• Television will continue to rely on great content to command the highest advertising dollars.
• Consumers will have more control about how they choose to access media content.
• Media will have to learn to keep up with the pace of changing technology; there’s no going backward when it comes to new innovations.
• Methods of researching the best places to put television advertising dollars must be overhauled; the current process is outdated and it’s losing advertisers’ money.
• Social networks and search will become even more integral to media consumption.
• Prime-time television will trend more toward big events, news and information than entertainment.
I feel that Zucker has hit on many key issues related to the future of media; however I think that the convergence of TV and online media and the overall shift by consumers and advertisers to online media are key trends that need to be added to Mr. Zucker’s list.
Though most of his speculations wouldn’t be argued by the majority of the media industry, the things that constantly surprise Zucker are still the speed of media change. Keeping up with the future developments may be the most important challenge any advertiser needs to address, while execution seems to be less important in today’s fast changing media environment.
Peter Koepell is the President of Koeppel Direct and has over 25 years of advertising, marketing and media experience.
