From the 4A's Media Confab

What Will Media Buying Look Like in 10 Years?

Hundreds of Consumer Segments, Marketers Making Media and No More Upfront

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ORLANDO, Fla. (AdAge.com) -- In a fragmented media landscape, content matters more than ever, said Jim Poh, VP-director of creative content distribution for Crispin, Porter & Bogusky.
Jim Poh
Photo: Art Beaulieu

Jim Poh

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"We are figuring out how to create content that will appeal to people first and then worry about delivery mechanisms later," he said last week at a 4A's Media Conference Panel called "It's 10 Years Later: Have Agencies Survived Digital Convergence?"

Content will also become increasingly important to advertisers, said Sarah Fay, CEO of Carat and Isobar, U.S., noting that marketers are shifting their ad budgets to content creation and loyalty marketing.

Branching out
"I do think marketers are going to start building their own databases so they have their own forms of media and can deliver their own content in many segmented ways to their customers," she said, noting that agencies will eventually have to look at hundreds of consumer segments rather than just three or four.

Antony Young, CEO of Optimedia U.S., said he thinks the industry is "held back" by the traditional metrics and that PR, word of mouth and influence need to be taken into account, while Tim Spengler, president of Initiative, predicted that metrics that take into account how ads change behavior will become more important.

Buying time
The panelists also weighed in on the upfronts.

Mr. Spengler predicted that in 10 years, long-term media buys will still be there, but he said more will be made based on partnership deals and exclusivity rather than just a pure ad network play. "There will still be advertisers desirous of locking up weight," he said.

Bill Koenigsberg, CEO of Horizon Media, said that 10 years from now, the upfront might be on the calendar year and predicted cable networks will be selling daytime inventory to one advertiser, while Ms. Fay believes the upfront will be eliminated in 10 years' time.
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