August 2012 Archives

Four Digital Trends to Worry Media Companies


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pepsipulse111.jpg
If there's any sign that the media ecosystem is on the verge of dramatic change, then these four digital trends bubbling to the surface are the latest proof points of that. These aren't random trends but are illustrative of tectonic shifts that will change the media business dramatically. Tectonic shifts of the type that we have witnessed in the music and book publishing businesses with the rise of the internet. Shifts that won't change the media landscape in time for the next upfront, but will reshape the landscape over the next five years. Here they are and what they mean for advertisers, agencies and the traditional media companies alike.

This piece was originally published in Ad Age on August 14th, 2012. Featured above is an image from Pepsi.com where the Twitter fueled Nicki Minaj concert was live-streamed. It serves as an example of brand-led original programming.

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