Tuesday, March 29, 2016

The future of the media landscape - predictions 2016


"I have seen the future. Baby, it is murder." - Leonard Cohen
Today's the day my students and I take 100 minutes to write a blog post on the future of the media. Cue the guy with the high voice on Conan O'Brien singing, "In the Year 2000!"

You can read their thoughts on the CreComm Blog Network (links on the right side of the page under "class of 2017").

My predictions...to infinity...and beyond...the pale...moon light!
  • Traditional media continues the battle for attention with consumer-generated media: social media, selfies, websites, Instagram, and everything else. Traditional, primarily local, media outlets continue layoffs/closures. The leftovers close or consolidate.
  • More advertisers and people pay for more reach on online and on mobile platforms. More people buy OOH (billboard) space to advertise their social-media platforms. 
  • Consumers continue to value convenience over quality, with some exceptions. Print continues its decline and, like vinyl records, becomes a beloved, but niche, product. 
  • The remaining traditional media develops respect for its “audience” by embracing curation, conversing, and two-way communication, because it has to. 
  • People get hired in communications based on their online influence, connections, and friends. Journalists embrace marketing and get paid according to their ability to get attention for what they write and report (and back it up with analytics). Whistleblowers publish anonymous content on their own platforms and/or leak it to online news outlets. 
  • There are more branded entertainment/content marketing/multimedia content creators and an inability by consumers to tell advertising content from news and consumer-generated content.  
  • There’s a greater focus by advertisers and the media on multiscreen advertising and control – like TV spots creating pop-ups on other devices. Ad content across platforms connects quickly and directly to product-purchases online. 
  • There’s a better understanding among marketers about how different generations use different media, and advertising becomes more about being useful and less about driving people crazy, because it has to.  
  • There is smarter data mining between organizations (like, say, Nielsen and Facebook). there are privacy concerns, but eventually most people don't care (or benignly accept it), with a niche group digging in and disconnecting from the online world completely. 
  • Advertisers tailor mobile video ads for specific online media: vertical video on Snapchat, square video on Instagram, and live streaming on Periscope. The pre-roll ads on YouTube stop being TV commercials, and become one- or two-second online spots. 
  • Movie theatres only show big-budget extravaganzas, and even those get released on-demand at the same time (for a premium pay-per-view price, following the UFC model). 
  • New music is free. All of it. 
  • More apps run all the time for better integration of mobile into the physical world. VR immersive entertainment makes inroads in our day-to-day lives, as evidenced by Six Flags’ latest VR/rollercoaster ride. Similarly, we see VR integration into live sporting events and concerts.
  • Wearable tech hasn’t caught on. What about implantable tech? In the Year 2000! 
Thoughts? Please leave yer comments in the space below, or tweet me @kentonlarsen

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