Following AdWanted’s Future of Media conference in Manchester this September, it’s clear that the media landscape is ripe for transformation. The SBS team were amongst the 600 media attendees at AdWanted, which demonstrated a strong demand for media events in the North of England, underscoring the potential for growth and collaboration.
We soaked up 20 inspiring talks from the day and have highlighted the most poignant trends and insights that advertisers need to know…
Government Perspectives
Chris Walker, Head of Policy Government Affairs at The Advertising Association opened the day and set the scene of the industry by sharing crucial insights fresh from the Labour Party Annual Conference that shed light on current challenges and opportunities. He highlighted the following key points:
Policy Gaps: The government appears to be facing a dilemma—while challenges abound, there’s a noticeable lack of robust policy frameworks. This has led to an increasing reliance on businesses to help bridge the gap and tackle these challenges.
Media and Culture Focus: There is a renewed emphasis on the role of media and culture in uniting the country. This initiative prioritises three critical areas: the economy, health, and sustainability, paving the way for a collaborative effort between sectors.
Regional Growth: Walker’s comments reiterated the importance of fostering regional growth, especially in the North of the UK, to stimulate the all-important economic growth.
Future Proofing Brands
As brands navigate a rapidly changing environment, the need for authentic consumer connections has never been more crucial. Key takeaways from industry experts included:
Cultural Relevance: Stephanie Legg, CMO of Schuh, emphasised the necessity of avoiding media titles that do not resonate with marginalised voices. Brands must focus on building safe communities and committing to these values in their marketing approaches.
Customer Advocacy: Companies should position themselves as champions for their customers. By deeply understanding and advocating for consumer needs, brands can foster loyalty and trust.
Agency Value: Agencies play a vital role in this ecosystem due to their dual investment in data and creativity. The complexity of achieving this in-house makes collaboration with agencies increasingly valuable.
Media Insights
The UK’s media and entertainment market, valued at over £30 billion, continues to thrive, with several noteworthy trends emerging:
Online Advertising Boom: Online video advertising is on a trajectory of remarkable growth, projected to account for 90% of ad spend by 2029. This shift presents both challenges and opportunities for brands to engage consumers effectively.
Gaming Advertising: By 2027, advertising in the gaming sector is expected to match traditional television advertising, highlighting the need for brands to prioritise this sector for innovative avenues for engagement.
Immersive and Connected Experiences: The evolution of immersive and connected experiences is reshaping how brands connect with audiences, offering more engaging and impactful ways to communicate messages.
Quality News and Reporting: Investing in media advertising translates to better and higher-quality news. It’s essential to move away from sensational ‘clickbait’ journalism. The data shows no significant difference in results when advertising is placed in ‘brand-safe’ environments versus more contentious headlines. Hence, forging partnerships with reputable, high-quality titles can enhance the media landscape and contribute positively to democracy.
As we reflect on the discussions and insights shared at FOM, it’s evident that the future of media and brand engagement hinges on authenticity, collaboration, and innovation. The North of England stands poised to play a pivotal role in this evolving narrative, providing fertile ground for growth, innovation and opportunity in the media sector.
SBS are champions of independent agencies that collaborate to innovate and improve the media industry. We pride ourselves on our conscious approach to programmatic advertising.
Let’s harness these insights to build a more inclusive, responsible, and thriving media landscape together. Contact Jason Warner, MD of SBS
