Roundup: Disrupting Digital Media 2019

Recently at Wooloomooloo’s boutique, Ovolo, we held the first leg of the Disrupting Digital Media tour, and saw a group of media’s best industry thought leaders gather to discuss the ever-changing nature of our digital ecosystem.

The seminar, which then rolled out in Melbourne a short time after, featured Bench’s very own Gil Snir and dataxu’s James Sampson. They individually addressed the impact of digital advances upon both media and consumers alike, and the constraints that have arisen as a result. Each speaker presented opportunities and innovations to not simply overcome the challenges ahead but to use them to advantage. An interactive live media panel followed with:

• Mediahub MD, Andrew Livingston
• IAB CEO, Gai Le Roy
• LiveRamp Head Sales, Natalya Pollard

all taking questions from the floor.

First to hit the metaphorical dance floor was Gil Snir opening with an alternative approach to engagement via difficulty and obstacle. Gil’s presentation ‘Our Beautiful Constraints‘ references the well-known business book that examines our responses to limitations and how we can challenge and convert these into opportunities and pathways.

Gil discussed at length three differing ways that media has become constrained. Firstly, he examined the role of identity and the road bumps ahead when chasing an audience segment with fragmented media habits. Secondly, Gil considered location-based constraints and the benefits of geo-targeting. Lastly he addressed the issues associated with time management, the power of disruption and how Bench successfully manages this complex landscape by offering technology-based solutions.

Following on from Gil, dataxu’s James Sampson explained How Technology is Changing TV. He succinctly addressed the difficulties of reaching those elusive audiences in the face of declining linear TV viewing figures, with revenues predicted negatively for the first time since 2009. James juxtaposed the consumer and advertising standpoint contrasting the perceived customer benefits of immediate connectivity across multiple devices, with the marketing challenge of achieving linear and targeted communication within a fragmented market. James highlighted the role technology plays in effectively reaching target audiences whilst monitoring live results, allowing marketers to optimise and manage the customer journey.

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