State of the Media Industry 2017 #Marketing

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In 2017, video has become the most critical content for any media organization—a product of the forward march of the industry’s digital transformation.

Media platforms are morphing, monetization methods are converging,technologies are advancing, and audience options are expanding. Each change is creating new data points that are producing industry-first insights.

Guided by these unique findings, publishers are finding new ways to deliver more engaging video content and recognize greater returns. It’s the surest path to success today.

Our 2nd annual report finds that data-driven video is now at the center of the media experience, and the industry winners of today and tomorrow have already figured that out.

Data-driven video is changing the way media works in 2017. Better data is helping media companies give consumers what they want most—personalized video— in more places and more ways, opening new fronts and monetization opportunities in the ever-growing social and mobile markets. Data is also behind new advancements in advertising, real-time video, augmented reality and virtual reality, as well as streamlined production logistics and collaboration for teams around the world. As a result, businesses from the HuffPost UK to South Korea’s Dotface are using data to pursue new audiences, new ways of engaging, and entirely new business models. The media business is reinventing itself—and once again, the choice for publishers is to get on board or be left behind.


What’s the state of the media industry in 2017? Datadriven video and advertising are changing the game for all kinds of media brands. And video is proving to be the best way to satisfy those four “I”s of media content that consumers want: Immediacy, Individualization, Interactivity and Immersion. No wonder real-time video has become the choice of companies who want to keep younger audiences connected.

Data is also changing production methods. Media logistics platforms designed for the cloud and informed by data are streamlining media workflows and boosting collaboration across scattered production teams. Artificial intelligence is automating manual tasks, allowing media brands to focus their resources on creating better content.

In short, media brands are using data-driven video to build new business models every day. Those who recognize this and invest in it today will be best positioned for the changes that are already on their way from consumers, advertisers, content producers, technologists and the industry at large.

“Most of the content ten years ago was text, and then photos, and now it’s quickly becoming videos. I just think that we’re going to be in a world a few years from now where the vast majority of the content that people consume online will be video.”

— Mark Zuckerberg, CEO, Facebook, as quoted in Recode

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