Traditional broadcast-buying role to change: Forster
And today's new year's pundit, PHD Canada president Fred Forster, is also seeing 'a fundamental shift that amounts to a 'media Berlin Wall.''
Fred Forster, president of PHD Canada, joins MiC‘s virtual panel of pundits today to opine about what happened in the mediaverse last year and what 2008 may bring.
MiC: What were 2007′s big trends?
‘The rapid ascension of the Internet’s sphere of influence is, without question, the most important harbinger of change in the mediaverse. Everything else seems trifling in comparison. But we see a fundamental shift occurring that amounts to a ‘media Berlin Wall’: attempts to preserve the media status quo. In the end, that wall will fall due to consumer time spent with the Internet (plus social/cultural forces).’
MiC: What surprised you last year?
‘The pace of change in traditional media consumption patterns.’
MiC: What happened in ’07 that you applaud?
‘Unilever becoming Marketer of the Year.’
MiC: What happened that dismayed or worried you?
‘The seeming inability of the CRTC to deal quickly and effectively with profound changes to the media landscape.’
MiC: What trends are you spying for ’08?
‘Broadband video (studio-produced content) will gain traction this year. The traditional broadcast-buying role will change to that of ‘video content-buying’ specialists. And there will be a blurring of the lines between online and offline for ‘broadcast buying.”
MiC: What do you see as the next big opportunity?
‘The emergence of relevance as the best true measure of media ROI. This will enable advertisers to achieve critical mass of connection with highest-value customers within increasingly fragmented and democratized media. That and painted rocks in Northern Ontario!’
MiC: What’s the next big looming threat?