Those who attended the Financial Times conference on the future of digital media in the United Kingdom heard a series of industry leaders speak rapturously about what lies ahead.
The theme that emerged surprised no one: The future will go to those who understand that multiple streams of content--coming from multiple sources and deployed to various platforms--is what
consumers will increasingly demand. Suggesting that advertisers who are not mindful of the Internet's personalization capabilities might be missing a trick, Microsoft's Neil Holloway noted,
"Today only about 5 percent of global advertising is online, yet 20 percent of media is consumed online. This is an amazing opportunity for advertisers." Another theme that emerged at
the conference is that the the U.K. and the U.S. have much to learn about the new digital media from the experience in Asian countries, where advanced technologies are widely deployed and eagerly
accepted by consumers.
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