advance08: The Future of Media

The advance08 Advertising Leadership Forum closed with a discussion on the future of media. The session highlighted new opportunities to reach consumers—and how they might expand and evolve in the future. Speakers included Universal’s Quentin George, AAAA’s Nancy Hill, the CEO of Viacom Phillipe Dauman, Microsoft’s Satya Nadella, and Bill Gates.

 

Universal’s Quentin George discussed the impact of brands going digital. According to George, the future of media rests in the experiences advertisers can offer their consumers. He discussed the valuable opportunities digital media has to offer—like richer experiences for consumers that are interactive, social, and personalized.

 

Nancy Hill of the American Association of Advertising Agencies and Phillipe Dauman, the President and CEO of Viacom, explored future media trends. They focused on how the digitalization of content has brought about an explosion of user devices that allows people to consume content in new ways. Furthermore, they touched on technology such as engagement mapping tools, which enables advertisers to look at a campaign more holistically.

 

Bill Gates, Microsoft Chairman, discussed his vision for the future of digital media. Recounting a visit to Korea—a country with the highest broadband connection and where public schools are already integrating interactive text books—he described how a digital lifestyle will be adopted globally. Gates spoke about removing boundaries between how people consume information on the TV as opposed to how they consume it on the computer. Down the road, he envisions people will not only be able to view information in a social “living-room” environment as they would when watching television, but also be able to access and interact with information as they would when using a computer.

 

Microsoft’s Satya Nadella discussed leading-edge search technology, as well as Microsoft’s brand new Live Search cashback. Nadella discussed how the Live Search cashback offer will benefit both consumers and advertisers. The offer will allow consumers to earn cash back from purchases on sites like eBay. This will in turn generate stronger ROIs for advertisers on Live Search.

 

Media is evolving to allow people the ability to consume information where they want and how they want. This presents numerous opportunities for advertisers to strengthen their relationships with consumers by reaching them in a relevant way.

Integrate the latest digital media practices into your campaign with Microsoft Advertising. Contact sales to learn about the wide array of display advertising opportunities or create your adCenter account to get started with search advertising.