Ken Fadner, Chairman, Publisher, MediaPost Communications
Forecast 2019 – Fighting the Attention Wars
Consumer attention is as fleeting as it is fragmented, and paths to purchase are as chaotic as they are individual. We ask leading media buyers and brands to reflect on their allocation bets for 2019 and what understanding of consumer attention and decision-making informed them? How have consumer behaviors, brand safety, walled gardens, transparency and the increasing invisibility of advertising shaped their thinking and planning? What has caused them to shift dollars one way or the other? And what course corrections may be necessary by year’s end?
Is technology really driving media to a brighter future of higher creative engagements, personalized interactions with customers, brands that serve rather than sell? Will blockchain technologies build cleaner, more transparent connections across the supply chain, and even between consumers and their media sources? Are VR, AI and IoT moving us to a new stage where the individual customer, their daily habits, locations and wearable tech become the next channels we buy against? Are people the next media?