By Robert Nortica, Client Service Director
The only thing that will unfortunately stay the same in our industry is my receding hairline. The media landscape is forever changing and consumers now have more choice and access than ever before.
Over the past three years we’ve seen an increase in digital spend due to its measurability and thus accountability. The growth of digital is attributed to the platform becoming more accessible for the consumer thanks to cheaper mobile data packages and increases in bandwidth. This accessibility has also increased the lower segment of the market’s access to digital, giving them an entirely new media experience.
Television, albeit one of the highest-reaching media, has also evolved. The platform is becoming more fragmented in terms of content, time and place thanks to multi-screen devices and VOD. Gone are the days when a couple of channels could achieve mass awareness.
The evolution of radio is also eminent. Slowly entering the digital space, this will undoubtedly accelerate and give the platform access to a new audience and another avenue to increase spend and revenue.
According to PWC’s Entertainment and Media outlook, the unique nature of the live experience means consumers still devote a significant share of their leisure time and entertainment budget towards attending live events. The increasing roll out of prestige cinema and the launch of the new Ster-Kinekor theatre experience in Eastgate Mall (where we will experience the first ever self-service terminal) showcases how the cinema experience is also evolving.
The media industry will also, in the next year or so, see a huge change in the way we extrapolate data. With AMPS falling away, we will see the introduction of the Establishment Survey. This new survey will change the way we mine our TAMS and RAMS data due to the ES foundation’s differences compared to AMPS. There is also talk that LSMs in their current construct will not exist after March 2017. They will however be replaced with a bespoke segmentation tool that better reflects South Africa’s socio-economic landscape.
As you can see nothing really stays the same, whether the change is significant or not.