Technology has fundamentally changed how brands and their audiences communicate, not just online but across all channels. Consequently interactive thinking needs to be at the heart of all marketing strategy and interactive channels at the heart of all marketing delivery.
Friday, February 06, 2009
2009 Media & Entertainment Predictions
The 2009 Global Predictions for the media and entertainment industry provide an in-depth look at the emerging issues that will have an impact on the media and entertainment sector in the coming year. Highlights include:
The Rising Cost of Free Online Content
The public's 15 minutes of online fame could fast be receding, given the rising costs of storing content. For the largest sites, hosting user-generated content could cost more than $100 million per year. But the ability to realize revenue from that content remains a challenge. Advertisers are generally reluctant to place ads next to any content that could damage a client's brand. So to generate revenue, sites may need to start charging to upload or share content.
Mobile Advertising Finds Its Meaning
With global advertising experiencing double-digit decreases and the coming year promising an even tougher economy, mobile advertising's time may have come. More able than ever before to carry advertising, mobile phones are at their most ubiquitous -and there is a more mature understanding of what mobile can and cannot deliver in advertising. In 2009, a growing number of campaigns will use the minimalism of mobile to powerful effect -modeling themselves on one of mobile's most successful campaigns to date- the U.S. presidential election's use of text messaging.
Coming to a Theater Near You
3D a Major Draw: movies will need a "must-see" factor to get audiences to open their wallets in the coming year -and that factor might well be 3D. In 2009, the 3D movie is on course to have its first billion-dollar year at the box office. A growing list of directors and producers is likely to create all future outputs in 3D - and some of the world's leading directors are planning their first 3D movies. Yet the number of venues for 3D movies is still limited, with the expense of converting theaters potentially prohibitive in today's economy. But the better 3D movies perform, the better the prospects for investment. This momentum may also force the industry to choose between the backing of super high definition or 3D, particularly in the short term.