Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms

The world is becoming an ever-growing contextual media and information experience. Consumers get to watch TV news shows that lean to the left or to the right depending on how they like it. And on the web, the degrees to the left and to the right can be calibrated down to the millimeter.

Radio is broken down so that stations can reach and satisfy a distinct and unique group of listeners and the web can drill down even further than that. The web is able to distill the users experience to actual needs, to the actual and definable likes and dislikes of each and every consumer.

While the system has yet to be perfected, the learning curve of contextual media content to the consumer along with its advertising and commerce-based partnering activities is moving right along. The personalized relationship between media and advertising has always been with us.

Families watch TV shows that advertise soap and teenagers watch shows that advertise cola. But the degree of personalization and how fast it arrives is presenting an interesting set of musical chairs for the media, advertising and content industries. It is an interesting time.

Panelists

  • Greg Johnson, SVP Executive Creative Director & Head of Digital, William Morris Agency
  • Scott L Brown, SVP Strategy & Digital Platforms, The Nielsen Company
  • Matt Freemen, CEO, Betawave
  • Jason Witt, General Manager, MTVN Digital Fusion, MTV Networks
  • Scott Ferris, Senior Vice President & General Manager, Emerging Media, Microsoft
  • Paul Joachim, Senior Vice President, Operations, Vibrant Media, Moderator

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