soupMedia and entertainment companies aren't moving fast enough to embrace new business models and the ever-changing needs of digital customers. That's the warning shot fired by IBM Global Business Services in its annual survey of the digital marketing landscape.

"Media and entertainment (M&E) companies need to move beyond traditional advertising: the scenario of the future is consumer centricity," the report states. "Yet content owners, media distributors and agencies have not sufficiently responded to these changes, partly due to significant hurdles. Investment decisions are being hindered by new format uncertainty; the lack of cross-industry standards across formats, processes and especially metrics; and significant internal challenges."

Over the next two years, claims the report, interactive marketing will account for 27 percent of all dollars spent in the US, up from 13 percent in 2007. TV, print and radio will drop from 41 to 32 percent.

The report identifies four capabilities that brands, content-owners, and agencies need to develop quickly:

  • Creative: From media-centric development to cross-platform innovation, this requires experimentation across platforms and consumer participation in the creative process. The starting point for innova- tion will increasingly be the consumer, not the media platform. "As the number of participants broadens and technology keeps driving down costs, participants cannot afford not to experiment," the report states.

  • Insights: The future requires integrated insights to enable true ROI analysis, moving from anonymous household measurements and demographics based targeting, to individual and contextual targeting supported by integrated dashboards and action-based measurements. IBM expects significant new insights will come from set-top boxes that will enable and transform interactive targeting in areas like cable, telecommunications and satellite.

  • Workflow: Customer-centric advertising will required new advertising formats, increased versions needed to support targeting and the continued downward revenue forecasts for the industry. New tools and applications can help improve both efficiency and effectiveness by automating management of production development processes.decision making.

  • Collaboration: Looking ahead, cross-industry partnerships and consistency are vital to enable benefits of scale and other operational efficiencies. "As the advertising ecosystem evolves, we will increasingly see new forms of collaboration, including new ways of partnering throughout the industry value chain to consumer-centric marketing, the industry as a whole will also need to collaborate to make key decisions.

Although it doesn't mention the debate over data ownership specifically, the report suggests that campaign and consumer behavioral data will need to be shared among content owners and agencies.


Published 25 March, 2009 by John Gaffney

John Gaffney is US Editor at Econsultancy. Follow him on Twitter

70 more posts from this author

You might be interested in

Comments (1)

zac craven

zac craven, IT consultant at Zac Craven Ltd

There is a great podcast show by the BBC called The Bottom Line:

I remembered hearing on there about 6 months ago about a technology being developed for YouTube where anyone can freely create a 'layer' to put over the top of a video.  This layer can hold text and hyperlinks so you can link to external websites from items in the video.  For example, maybe there is a fashionable young lady in the video and she is wearing a dress from Zara.  You can add a comment saying 'I love this dress, and its only $99 from Zara!' then link to the Zara website (actually the Zara website is terrible so you probably wouldn't, but you get my point!).  You can easily become an affiliate of various companies and get a % of any sales that came from your video layer (this affiliate scheme is already in place IIRC).

The commentator was saying that in future this technology could cross over to regular TV.  Broadcasters could put an advertising layer on top of any broadcast and allow users to click through to related websites selling the clothes/gadget etc in the tv show.  Its the next level of product placement.  I think this is the kind of thing M&Es will be moving into in future.

over 9 years ago

Save or Cancel

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Digital Pulse newsletter. You will receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.