FIBEP hosted the first Media Intelligence & Technology Talks (MITT) in Vienna at the Forum Mozartplatz on the 8th of September. MITT is the outcome from a Technology Stream, which took place at the 47th FIBEP World Media Intelligence Congress in Vienna, in November last year. MITT is targeted to entrepreneurs, start-ups, technology media monitors, social media monitors and many more. With more than 30 delegates and top industry experts, there was a lot to talk about.
Here are some of our key takeaways:
Programmatic technologies are enriching the customer journey
By combining data and campaign KPIs we are able to improve effectiveness along the customer journey. On the positive side, programmatic enables you to more precisely target audience and learn from client usage with behavioral and contextual targeting.
Trust in media
Radio and TV are the most trusted media according to EBU (based on Eurobarometer 84 , Media Intelligence Service-Trust in Media 2016). The least trusted is social media. And what about print; is it still alive or not? Nostalgia and an aging population are the two prevailing factors that keep print alive, at least in Vienna, commented George Nimeh, Founder and CEO of Nimeh & Partners. That may be true, but in the age of digitalization and ad consumption print is under serious threat.
Mobile is huge
Let’s make one thing clear. Digitalization is here to stay! Digital has gone from a thing, to everything and now to something. A billion iPhones has already been sold. So why don’t strategists reflect our love for mobile? The technology of things is ruling, and if you are not investing in cloud, mobile, social and data in 2016, what are you doing? Carlos Diaz, General Manager at GlobalNews Group presented how mobile devices can be effective in tracking live outdoor advertising (OOH).
Don’t blame technology for bad content. Technology is just the tool
Technology is not a problem, but Facebook dominance is! Closed platforms and paywalls are causing limitations to media monitoring. You can only monitor predefined content on Facebook, so you are limited in tracking new content. And what about bots? It is no secret that bots are changing the way we work and produce content. Meanwhile rapidly growing numbers of users of ad-blockers should be a wake-up call for the advertising industry to start creating better content. Cause you cannot blame technology for bad advertising. Technology is just the tool, so put the blame on bad content, as Andreas Grasel, Adform, pointed very nicely.
Innovate, innovate, innovate!
Huge emphasis was placed on the need to constantly innovate and prepare content is a way it will be best consumed, especially by the younger generation. Having this challenge in mind, Michael Hirschbrich, Co-Founder and CEO at Updatemi presented their “6 bullet points”, which they call the new media format for faster media consumption in the new digital era.
Christoph Prinz, CEO at Sail Labs and Stavros Vologiannidis, Founder of DataScouting, agreed that there is definitely a need for “difficult” technological solutions such as automated logo detection. And even if such technologies are still not performing 100%, they serve as effective tools to companies who want to have a competitive advantage and work strategically and in a cost effective way. Stavros talked about the advantages of logo detection featured in DataScouting’s MediaScouting Broadcast, a turnkey solution for monitoring TV, Radio and IP audiovisual streams.
Christa Müller of the Austrian National Library presented the Austrian Newspaper Online (ANNO) project proving the importance of digitalization and conservation of cultural heritage. DataScouting was pleased to be part of the panel discussion that followed, with Mr Stavros Vologiannidis outlining the solutions that the company offers for Libraries, Archives and Museums including digital convergence services.
These are all hot topics and we look forward to be part of the next MITT and be involved in more similar talks with FIBEP members and industry experts in the future.
Last but not least, as an exhibitor and a sponsor, we would like to express our congratulations to the FIBEP and Observer teams for making the MITT2016 event a huge success.