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| Tim Pinnegar Managing director of Asia Pacific Economist Group |
Micky Fung CEO Touchmedia |
Hedi Smirani Manager of global ad sales Al Jazeera |
Jeff Roberto Marketing director Friendster.com |
NO |
YES |
NO |
YES |
| “There are pockets of strength: online has grown and increased its usage among readers and advertisers. There have been a number of TV and magazine launches in India, if you call that strengthening. But as a whole we’re facing a more difficult 12 months. The future on the advertising revenue side is far more uncertain than a year ago. We all need revenue to survive, and, in the short term, we’re going to see a number of clients pulling their horns in. I think we will see a tightening of spend over the next two to three months, then gradually clients will recognise that there are opportunities and share of mind to be had, and we will see spend starting to pick up.” |
“It’s survival of the fittest. The media market is becoming stronger because the strong will survive. With too much money in the media market in recent years, a lot of weak options developed, with fictional numbers that delivered little. In the new era, they are dying fast. And so are media buyers and clients who don’t understand cost-effectiveness and think value is just a cheaper price. The media that will survive and thrive are ones that deliver a real, measurable return on advertising investment. Other trends in the marketplace will also accelerate. Marginal print media, the plethora of invisible outdoor media, and the many crazy new media options that are more talk than targeted, are all endangered species. At an online conference recently, a speaker noted that no one looked just at click counts anymore; they looked at the ability of different online options to deliver real results in awareness, recall and response. Take that for all media. The new three-part mantra is: deliver the right demographic with less wastage; achieve real effectiveness in awareness, recall and response; and make every dollar measurable.” |
“Generally speaking, the media industry is in a worse place and has suffered to a certain extent from the current financial meltdown, with rising layoffs, a reduction in expected adspend for 2008/09, particularly in traditional media, and the overhauling of major agencies and advertisers’ structures. The industry should be in a better place, however, within the next few years, but must adapt to the conundrum of ‘me media’, with a focus on social, earned messages and a dwindling control over content. In order to succeed, media must be addressable and have a collaborative format. Multiple access points must facilitate interactivity anywhere, anytime, with a focus on measurability and trust. This will result in a gradual increase in adspend, particularly within digital and social media, a shift towards content partnership and a rise in citizen journalism.” |
“The online media industry is much stronger today than it was a year ago. It continues to grow and expand as the adoption of the internet grows throughout Asia and the world. Specifically, Asia-Pacific represents the largest and fastest-growing internet population on the planet. About 40 per cent of the world’s internet users are in Asia and they’re actively engaged with a variety of sites including social media, such as social networks, blogs and photo/video-sharing sites. Brands, advertisers and agencies are monitoring these trends and targeting more consumers online. We’re seeing media budgets shift from traditional media to the web as integrated marketing campaigns online, especially on highly engaging web properties. The agencies, companies and marketers leading this shift are building a new and exciting industry.” |
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