Irwin Gotlieb, Global CEO, GroupM, had the audience enthralled with his Keynote Address on ‘The Digital Distribution of Media: The Opportunity’ at the exchange4media Conclave 2010 in Mumbai on June 11. The annual flagship event of the exchange4media Group, the Conclave is special this year as it marks the commencement of the Group’s 10th Anniversary celebrations. The theme for the Conclave this year is ‘Rebooting the Indian media and advertising industry’.
He cited the key factors that GroupM took into consideration for forecasting the future. These were: Content, new Technologies, Fragmentation and proliferation in media choice, Government regulation/ deregulation, Business Consolidation/ Mergers, Marketplace factors, and the Consumer.
According to him, digital capabilities could help reduce the cost of content creation while improving distribution through digital technology.
New Technologies provided more effective and relevant media targeting opportunities and also enabled greater levels of fragmentation and proliferation.
Noting the growing importance of consumers in all this, Gotlieb said, “Consumers will have ever increasing control of media content. They will be able to search, filter and organize with little effort. They will be able to choose when and where to consume and on which digital device to consume it.”
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