A new study charting the concerns of UK media owners has revealed that programmatic is considered the most important factor to ensure their future business success, closely followed by content marketing.
The study, ‘What UK Media Owners Say’, was published today by Starcom MediaVest Group (SMG) and surveyed the opinions of senior level executives from across UK media companies.
The findings revealed that 62% of respondents felt programmatic is “the most important to future business success”, with content marketing close behind, gaining 61% of opinion.
Other findings reveal that 85% of media owners believe media consumption will increase over the next 12 months – the same figure as last year – with a quarter predicting an increase of more than 20%.
This is supported by the findings that media owners currently see tablets (52%) and smartphones (49%) as the “most exciting platforms” and thus driving an increase in consumption.
Media owners acknowledged the influence of mobile apps independently, with 42% considering them as the most exciting platform as they are deemed central to the smartphone and tablet experience.
Perhaps surprisingly, when asked which devices are most undervalued by commercial partners, mobile apps held a 34% share of opinion, with tablets and smartphones equally behind, both with 32%.
When questioned about what media owners consider to be the biggest opportunities in the industry, respondents named rich media devices most important (59%), closely followed by a growth in analytics to prove ad effectiveness (55%) and better audience understanding (54%).
In response to this, the survey investigated what agencies can do to embrace these opportunities, 75% said that agencies must help them develop a greater understanding of media technologies, such as programmatic, 59% to experiment with new advertising solutions and 52% said to share more customer data.
Media owners were also asked to rate in order of priority what they thought was most important for consumers engaging with media, with the majority placing most importance on the content (71%). Twitter is believed to be the best social network at helping audiences discover and engage with content, with 70% share of voice, a jump from 45% from 2013’s poll.
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