WHY MEDIA CONSUMERS ARE KING
CONSUMERS have already abandoned the idea of digital as a separate channel, and publishers need to follow suit, Mediabrands executive chairman Henry Tajer says.
Mr Tajer, one of Australia’s leading advertising figures, says digital has already converged with other mediums, and referring to it as a separate channel is no longer relevant.
“Consumers, readers, viewers, listeners have already converged,” he says.
“The marketplace is now playing a catch-up to the consumer.”
The entire advertising industry is in a state of flux, and attempting to adapt to this new reality, but according to Mr Tajer, newspapers are in a very good place to take advantage of that change.
The key to being at the forefront of the digital revolution is knowing what consumers and clients want, and being able to leverage that change for clients, he says.
“It’s a combination of reader and consumer change,” he says, but “[it is] also the way in which newspaper organisations are actually reshaping and reforming their go-to market strategy.”
Mr Tajer says this has led to a blurring of the lines between digital and traditional platforms, and he expects them to stay blurred over the next three to four years.
However after that, he expects some lines to be redrawn, with consumers shifting their focus to mobile phones and tablets.
“The mobile device is probably the most significant deblurring phenomenon that we will see,” he says.
“And you can see the evidence of that is really starting to get traction with simple things, like the level of search taking place on mobile devices.”
The mobile platform adds a new dimension to old media, giving people a chance to make things more portable, and allowing for a greater possibility for interaction than ever before.
Consumers have already moved on from reliance on traditional platforms, and are living their lives through digital’
Traditionally, newspapers can be seen to have had an easy shift to mobile, but television and radio will have an opportunity to assert themselves with new developments in technology.
Digital Multimedia Broadcasting [DMB] technology has begun to take off in certain markets, which gives more power to the mobile platform than ever before, Mr Tajer says.
DMB streams television directly onto mobile devices, in a simi- lar way to digital radio, but it is not yet available in Australia.
The technology is different to streaming online; instead of needing internet access that may incur a data fee, digital services are broadcast like traditional television and radio.
“All you need to do is look to markets like Japan and South Korea where televisions have, through DMB, integrated into mobile devices with a fast broadband network, and technology,” he says.
The possibilities are endless, he says, but in order for newspapers to best take advantage of the digital and mobile revolutions, they must have their finger on the pulse of what the consumer wants.
The new audience insights survey emma [Enhanced Media Metrics Australia] – to which Mediabrands has signed on – goes a long way giving publishers and agencies that knowledge, Mr Tajer says.
“Having a deeper understanding of how a consumer traverses across physical and digital platforms is a good step forward,” he says.
“As other channels evolve themselves, emma will be in a really advantageous position to capture that shift and enable the market to understand the speed of that evolution and the impact on consumers.”
Henry Tajer . . . “the marketplace is now playing catch-up to the consumer”