Although a little tough to remain engaged, I found this week’s reading interesting and highly applicable to my future in the media/entertainment industries. In similarity to last week’s reading, “A World Of Differences” touches on the rise of OTT services, as well as the many ways the entertainment and media industries are becoming more and more active and aware in regards to booming areas of “growth and opportunity” in the digital space.
The reading uses digital advertising as an example, an area I find relatively compelling and familiar to my career path. For example, Facebook – particularly Facebook Business – has extensive features such Ads Manager, Power Editor and Business Manager which enable money-driven, programatic and algorithmic advertising, which in turn delivery agencies and advertisers with in-depth, data-centric results – information that traditional print, TV, billboard and radio ads could never deliver. This is a massive game changer which affects a multitude of industries, enabling companies and brands who exist on these platforms to “thrive and evolve”.
As discussed, the idea that “content is king” still rings true in E&M industries, becoming especially potent when considering the notion of ‘nativity’. It is key that content remains native and true across platforms, and is not brought across all platforms for the sake of exposure – this will just dilute the purpose of the content. Native advertising has become especially popular over the past couple of years, with digital publication such as pedestrian.tv and Buzzfeed delivering sponsored and branded content that still rings true to their existing content.
The final learning I took from the reading is the way by which we are no longer structured by time but by algorithms. In the past, family homes and personal routines have been structured by media formats such as TV and set broadcast – relying on pre-determined order and chronology. Now we are delivered relevant content 24/7 based on our digital (and non-digital) footprints.
More next week!
