Five BIG Predictions For Media & Entertainment For 2018
In this guest column, Sue Couto (pictured below), senior vice president, APAC Sales, TiVo, gets out her crystal ball to deliver her top five media predictions for the coming year…
Over the last year, the media and entertainment industry has seen a significant number of developments, including the introduction of conversational voice search capabilities in the TV space that has transformed how consumers search and discover content. In 2018, we’re predicting that these five trends will develop and gain momentum.
- ‘Specialist’ voice services will win when it comes to the entertainment experience
With the proliferation of devices, both in and out of pay-TV, there is a need for re-simplification of the discovery experience. For pay-TV operators, voice has become table stakes in today’s competitive economy; as soon as one provider in the market gets it, the other providers start to look lacking. However, it will be the ‘specialists’ in the pay-TV market that come out on top.
Indeed, many voice services outside of pay -TV – such as home smart assistants – are considered ‘generalists’ when it comes to voice; they have knowledge of a lot of topics, but they also lack detail. Whereas in the pay-TV space, voice services understand in-depth queries so that consumers don’t feel the need to hold back when it comes to entertainment discovery. It’s this that will separate the wheat from the chaff in 2018. Critical to this will be the availability of voice services in other local languages.
- Artificial Intelligence (AI) will realise the importance of ‘emotional intelligence’
Entertainment is all about emotion; it is how an audience connects to content. For the entertainment industry to tap into this, AI needs to become more than just anticipating consumers’ interests and merchandising back catalogues to reference-related content. It needs to become more ‘emotionally intelligent’.
Voice assistants should have the capabilities to develop a personality by understanding the emotional factors within a piece of content and the person it is interacting with, all while tying those two together to make an emotionally intelligent decision. It is also about voice assistants having a constant personality for a consistent entertainment discovery experience. In 2018, AI will realise the need to bring in ‘emotion’ to voice services.
- The pay-as-you-go mentality will affect media consumption
As consumers move – away from the commitment of contractual arrangements – and towards a ‘pay-as-you-go’ mentality, providers will need to adjust their business models to meet this demand. YouTube has already capitalised on the potential of spontaneous viewing, reinforcing the taste for instantaneous watching among audiences, rather than a long-term commitment.
In 2018, the flexible provision of entertainment content will be a step in the right direction for media and content organisations, and the industry.
- Mobile will fulfil a huge part of content consumption in 2018, even in sporting events
With the Asia Pacific mobile economy valued at $1.3 trillion, there is no doubt that we have seen a rapid uptake of mobile streaming across Asia in 2017. Groupe Spéciale Mobile Association (GSMA) forecasts that India and China will account for half all new mobile subscribers by 2020. This will have a huge impact on content consumption. In fact, content providers are starting to capitalize on this growth by investing in original and local content.
HOOQ has 20 local film and TV projects in development[2], while Netflix acquired its first mainland-originated Chinese drama from Alibaba-owned streaming platform Youko. These investments serve as proof points that mobile streaming will only continue to take off, catering to wider audiences with the introduction of live streaming for sports events. Twitter has already jumped on the bandwagon when it livestreamed the 2017 Melbourne Cup for the second consecutive year, with an impressive reach of 1.6 million unique users worldwide. In addition, Twitter continues to expand its partnerships with major sports-industry players in Asia Pacific.
2018 seems to be an exciting year with several global events to look forward to – such as the royal wedding of Prince Harry and Meghan Markle, and the Winter Olympics. Therefore, it’s likely they will also be watched live from mobile devices across the world. What’s more, with global events, e.g. Formula One, mobile device viewing is highly dependent on location, with time zones playing an important role in how viewers watch these key events. Thus, the availability of catch-up services could also lead to an uptake in device viewing.
- Regional OTT services will remain the global frontrunner until global OTT harnesses localisation
In many markets, multi-country Over-the-Top (OTT) service providers are currently battling for viewership with regional service providers. There is a rise in the number of regional OTT as consumers typically prefer watching content that are localised culturally. With regional OTT, typically being more cost effective, the tug of war between global and regional OTT necessitates having access to a good selection of more topical, local issues which are in tune with regional audience’s daily lives. This region-specific content could provide regional OTTs with the leverage they need to compete on a more even playing field, and not be swallowed up by the global players.
Latest News
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Self-professed nerd and one of four top Cannes in Cairns, presented by Pinterest MCs, Keeva Stratton has a front-row seat to some fascinating minds and fierce debates. But who should you put on your must-see, must-hear list? Here, B&T grabs five with the Quip agency founder, who will be helming the lecture in the Rainforest […]
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.
Rumble Nabs Renee Park From Cutting Edge
Rumble has recruited Renee Park as one of its new sound designers. And it's only right to make some noise about it.
iD Collective Teams Up With City Of Parramatta To Amp Up NRL Fan Experience
Adland's often lampooned for never going further west than Surry Hills. So this Parramatta news is welcome indeed.
Slew Of New Hires At The Company We Keep
The Company We Keep announces new hires. Here's hoping it doesn't impact the RBA's interest rate decision.
UnDigital Announces Brand Refresh Helping Clients Achieve More Than 600% Sales Increase
Warning - this headline comes with some obscene bragging. Much like the B&T editor's 5/8 in the weekend footy tipping.
Microsoft Advertising: “We Make The Complicated Simple”
Microsoft ads wants to make the complicated simple. The total opposite to Korean restaurant menus & the recent Yes vote.
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.