The CEO of Group M North America and chair of the 4A's Media Policy Committee outlined some of the pressing media issues keeping him awake at night in his opening remarks at the American Association of Advertising Agencies Media Conference and Trade Show here.
|Photo: Art Beaulieu|
Marc Goldstein tells the 4A's media needs to do a better job protecting consumer privacy.
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His list of worries
Changing ad inventory was at the top of the list, as media executives are preparing for increased reality-TV options, reduction or elimination of pilots, and NBC's announcement of a 52-week programming schedule in lieu of a traditional fall-release schedule.
And as more content moves online, Mr. Goldstein said media executives must ask themselves: "How, as experts in the profession of reaching consumers, can we plan for this? Develop engaging creative? Negotiate availability? And find added-value opportunities?"
He also said recent developments in measurement, such as C3 (live viewing plus three days of DVR playback) and second-by-second ratings, set-top-box data and a move toward addressability will put added pressure on marketers to respect consumer privacy. "The advertising and marketing industries have a so-so record of protecting privacy," he said. "This is something we are all going to have to think very long and hard about. All I'm saying is be prepared."
Another pressing issue is the impact of digital on local broadcast. With a shift from an analog to digital signal coming in about 11 months, marketers have to think about how to approach an increasingly fragmented market. He noted that a medium-size market such as New Orleans could have as many as 30 commercial signals over time.
"It's a little bit of what Dickens described as the best of times and the worst of times," he said of the changing media landscape. "It's wondrously challenging, dynamic, stimulating and exciting. Yet at the same time, frustrating, uncertain and at times, confusing. To paraphrase Bette Davis in 'All About Eve': Fasten your seatbelts. It's going to be a bumpy ride."