IPG Mediabrands Malaysia CEO Shares 2018 Predictions
What are some of the strong media trends that will be seen in 2018?
From a media share perspective, digital media will continue to outpace all other types of media, with print continuing to be challenged to hold on to its share. We will see video make strong inroads as a format as it cuts across various types of media including TV, social, online and even OOH, especially with new video formats like 6-second ads coming into the picture.
Issues on brand safety, ad fraud and viewability will come under further scrutiny in the coming year, as agencies and advertisers ensure money invested is responsibly spent to deliver marketing results.
As customer targeting becomes paramount, more investments will be made towards Audience Management Platforms (AMP) too, as this will improve the marketing ROI. Hand-in-hand with this, analytics as a discipline will play an even bigger role moving forward.
Will the subscription model market continue to dominate ie. Netflix and Iflix?
With the exception of Astro, most other subscription-based services are still very much at an infancy stage. Service providers like Netflix may never grow mass as their content is targeted to a niche segment of the market, however we do expect more players to get into the ecosystem in the short run, with a possible consolidation of players down the line.
Currently, there are over 15 service providers in the market offering paid, free and hybrid models to subscribers. What is important is for these players to know which segments they are pursuing, and to appropriately tailor the right content towards their audiences.
Another critical factor to consider is piracy, the control of which will play a big role in determining the success
of these services, as many types of content are freely available.