Thirty-five years after inventing the world wide web, Sir Tim Berners-Lee is still trying to create an internet that maximises social good. His core mission is to decentralise the web by liberating data from tech platforms.
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Ad-funded content on platforms doesn’t work because there are too few platforms and the rents are too high. As media fragments and production businesses suffer, creators must diversify to survive.
There is a risk that the automated, AI-led black-box systems touted by holding companies and platforms would be no more successful than their predecessors. I propose an alternative.
It’s time to abandon a fixation with channels in favour of a content-led approach — and prepare for a future where end-to-end solutions are the norm. The definitions and techniques that have dominated marketing practices are becoming obsolete.
In a shifting landscape, marketers need to think about more than just where their social media activity appears. Proper governance is critical to reputational success.
In a world of hot takes, misleading social media memes and polarising algorithms, a trusted environment for brands is a necessity.
It may be too painful to accept that what Elon Musk is doing to our industry is highly dangerous. We must all resist the urge to see this shocking behaviour as the new normal.
That small rectangle in the corner of the screen proved that advertising could work differently, viewers could have a choice and, given the option, people will engage when brands respect their time.
As more live sports move to streaming, media companies must sell advertising against their content across different platforms in a unified way that combines the upfront, premium process of linear with the dynamic execution of digital.
Engagement through rage can drive users away. Smart platforms will attract those seeking more positivity, providing advertisers with greater environments to spend.