IBC Content Everywhere is the premier annual event for specialists who create, manage and deliver news and entertainment content around the world. In his keynote address at IBC 2016, Dominique Delport, Global CEO of Havas Media Group (one of the leading global agencies in the communications and marketing industry) and head of Vivendi Content , said that the formula that media communication have enjoyed for the last 50 years mass marketing has officially ended. In the new media landscape, content is the new pop culture. In the immediate future, with the right combination of math and magic, VP Financial Email Lists content will begin to be delivered on a global scale to audiences that increasingly revolve around mobile. Vivendi Content, for example, will bet on creating series made up of only ten episodes of ten minutes each. This product will be available to 600 million people in 20 countries on iOS and Windows 10. Vivendi thinks it will be the mobile entertainment option of choice for people on the go, when they have just ten minutes to spare, on a trip, to the wait in line, or whenever you don’t want to commit to a 50 minute TV episode. We are about to see the launch of high-quality short entertainment created exclusively for mobile. For Dominique Delport, a visionary, these are the five things to know about the future of our content- hungry, mobile- obsessed world : The world demands increasingly fast and direct solutions, structured with the data obtained from the behavior and preferences of users.
With each passing day and as more data is collected, the media and brands will better align content with people. Targeting your content is key. He who wants to be everything to everyone ends up being nothing to anyone. User-created content (UGC) and even content created by individuals rather than chains is being consumed by the ton. A sample Have you seen who dominates YouTube channels in Mexico and the number of subscribers they have? Can you believe that content creators like Yuya or Germán are above channels like Warner in reproductions and subscribers? Creativity – the queen of marketing in the days of Don Draper and Mad Men – is still relevant to our world, but make no mistake, what can be automated will be. The programmatic advertising began with the digital display and the display, but now covers a much wider range. Very soon, television commercials will be delivered programmatically on a large scale, transforming digital advertising over the next three years. This means that what happens today only on the internet when personalized advertising follows you, in a short time will be the norm in all media. Do you remember Minority Report? We are very close to that reality. Big brands like ESPN or Disney are launching an on-demand content offering away from TV.
The service won’t even require a cable subscription and will provide content that you won’t find on TV channels. Netflix has already shown incredible success with this model, competing with original content series such as Stranger Things , Orange is the New Black and House of Cards. Last Review This format will only be sustainable if the content is maintained with a very high quality, which is why it is a very complex challenge. Google, Apple, Facebook and Amazon will dominate the media. The result of the excessive growth of these giants will be a wave of mergers and acquisitions, where we could see things like Apple buying Time Warner and / or Netflix, (if the rumors are true). A revolution in which the big players will try to buy everyone and everyone who helps them position themselves in the new content-driven landscape. It will not be subtle … the power that these new media will come to have will be scary.