On September 8th FIBEP’s first Media Intelligence & Technology Talks (MITT) took place at the Forum Mozartplatz in the beautiful city of Vienna. With the aim of drawing the future picture of the technological frame for the media intelligence industry, top Keynote Speakers were reunited here. In this post pressrelations shares the main topics and tweets of the highlights showcased in Vienna:
Native and Programmatic Advertising
The media intelligence industry has been in a race towards automated or programmatic solutions, and indeed this kind of solutions can make processes more effective, as long as the right data is applied. Some of the positive effects of programmatic technologies include the chance of narrowing down the target data accordingly, and of learning from the client usage. These technologies include behavioral targeting capabilities (through cookies). Therefore they are extremely useful once applied to the clients’ front-end solution (e.g., Google Analytics).
Print is not dead. Or is it?
George Nimeh, Founder and CEO of NIMEH & Partners, an agency based in Vienna, focused on strategy, advertisement, innovation, and content. In his panel George pointed out that demographics, nostalgia and an aging population affects media consumption in Vienna, for example. Clearly this represents a challenge in the age of digitalisation an ad consumption.
Keeping the previous topics programmatic technologies and media consumption in mind, it is necessary to understand that digitalization is here to stay, and that mobile is huge market. The technology of things is ruling, and if you don’t believe us unlock your phone and give it to a stranger. If by doing so you feel like your life is exposed, then it’s because digital has reached you too.
Trust in Media
Interesting enough, even if digital is king, social media are still the least trusted media while Radio is the most trusted medium followed by TV.
Social Media Challenges
Whether we trust social media or not as a medium is irrelevant if we consider how much time we spend on platforms like Facebook nowadays. For media intelligence companies crashing into closed platforms and paywalls became a real barrier for monitoring. Thus, an ongoing debate is being held at the EU, where content access and content migration through bots remain in the spotlight. This affects not only the media monitoring industry but also publishers and users.
Tech Invest & latest Trends
Since 2016 is slowly coming to an end, we should by now have acknowledged Gartner’s Hyper Cycle for Emerging technologies, 2016. As George Nimeh clearly pointed out:
Arno Scharl, Managing Director at Weblyzard Techology focused on knowledge extraction and visualization for integrated web intelligence solutions. In his panel Arno shared what Weblyzard considers to be the upcoming technological trends for this broad field.
New Formats and Start-up Innovation
As part of the MITT 2016 two Start-ups were showcased. Michael Hirschbrich, Co-Founder and CEO at Updatemi introduced his new app for faster Media Consumption through Bullet points. Vincenz Leichtfried, owner at LV7 Media Services introduced AllMyNe.ws a collaborative tool for data curation, enabling users to get a quick update on the hottest news.
More and more web content appears as images and videos. According to Facebook four billion videos go online every day. This is a clear call for action to the media intelligence industry in order to keep up to date with the content and trends. In response Christoph Prinz, CEO at Sail Labs, and Stavros Vologiannidis, founder of DataScouting shared a panel focusing on automated logo detection and Speech2Text recognition technologies. Christoph took care of dissecting the video stream, while Stavros introduced us to MediaScouting Broadcast and logo detection solutions.
We can only agree that these topics will remain on our agenda for the next year. We hope that FIBEP keeps organizing similar events in the future, perhaps with the participation of big technological players like IBM, Google or Facebook.
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