Many well-established brands have been turning to millennials to advise them about the best way to grow their businesses digitally. The logic behind this approach is that this generation, which has grown up with social media and the internet, will instinctively know about what online audiences want. The result has been a happy time for established social media platforms, which have received billions in advertising spend, and a boom in the development of mobile websites to cater for consumers who aren’t using a fixed device. In our opinion, it is time to review this approach and wake up to the possibilities that apps can offer businesses instead.
The rise of Artificial intelligence (AI) has well and truly captured the public’s imagination - and media news headlines - in recent years. However, the way in which AI will impact the world around us is still being debated by those companies developing AI applications; especially within the media and broadcast industry.
Competing priorities mean added complexity for media and content companies.
Broadcasters and media organisations are embroiled in a battle to win the attention of audiences. New digital brands and fresh media faces have taken a large chunk out of the viewing population; for example, YouTube boasts more than 1 billion users every month. This has left traditional content providers struggling to keep eyeballs fixed on their offering. It’s no surprise that driven by a need to stimulate advertising revenue, media companies have turned to content personalisation to reclaim viewers’ loyalty.
As a broadcaster in the Digital Age, how completely have you ‘tuned in’ to what your audience really wants – and how have you adjusted your offerings to better provide for these demands?
Most broadcasters are fully aware that the times really-are-a-changin’ in their industry – but many have been rather slow to react to these changes. Some are still stuck in the mind set of just five years ago - when broadcasters were still able to dictate schedules to their audiences.