The phoenix rises from the ashes: Advertising and content monetization in a digital world

Abstract

Rapid adoption of new technologies in the Media world is accelerating the evolution of entertainment from its long history of catering to the masses towards business models that incorporate more personal, relevant and reciprocal media experiences for consumers. Driving these changes are unprecedented advances in the production, distribution and consumption of content. The net outcome of all this tumult will be nothing short of revolutionary. Media content (and all its affiliated data) will originate in digital form and will exist as such throughout its usable lifecycle. It will be easily retrieved and managed. And it will be transferred around the globe on demand, instantaneously and in seamless form. For key stakeholders in the media creation value chain, the intervening period will be characterized by experimentation and profit gains — as well as challenges and corporate failures. Navigating these waters will require a new blend of business, technical and creative skills. Success will necessitate comfort with technology, openness to change, aggressiveness with resource commitments and willingness to take some calculated risks. Given the uncertain environment at this stage, the chorus of concerned corporate citizens is understandable. Yet from this chaos will emerge a new Media construct. As the dust settles, entertainment — now in digital form — will experience a boon on a scale never witnessed before in Media history. Part One of this series explores the drivers, opportunities, variables and implications of the changing Media & Entertainment landscape on content providers, advertisers and the consumer. Part Two of the series lays out a high-level roadmap for Media & Entertainment companies architecting this future.