Last week saw the 10th annual Guardian Changing Media Summit and just in case you couldn’t make it, don’t panic as we were there to capture all of the latest trends and insights. Here are some of the key findings from the two-day event, make sure you check in later this week to read more in-depth content around the top trending topics.

1.       How social media has changed everything

We’re not just living in a mobile-first society, we’re a mobile-first, second and third society. The most important thing in the advertising world is the attention graph. Consumers gloss over everything because they’re constantly getting pounded with ads. So how do marketers break-through in a world that never stands still? People keep up with their world via Facebook, Twitter, Instagram and Snapchat – this is where the consumer focuses their attention. Marketers and advertisers need to connect with their audience across these channels so that they appear naturally in their news feed, otherwise they will never be seen.

2.       The future of advertising – programmatic advertising is changing the media landscape

More than 80% of online ads are now bought programmatically, however a lot of people still don’t know what programmatic actually is. Brands and independent publishers face a huge threat if they don’t build programmatic platforms as the bigger businesses are sucking the life out of traditional advertising methods. The data science used for the buying and selling of ads has massively impacted the ad industry. With the shift towards multi-screen, programmatic can give publishers, advertisers and agencies the opportunity to channel more creative content direct to their target audience.

3.        The Twitter elections - how the general election is coming to life on the social platform

With around one billion tweets now getting posted every two days, there has never been a better time to be working at the intersection of news and Twitter than today. This is especially true in the lead up to general election season in the UK - a recent survey revealed that more Twitter users than ever are looking to the platform to motivate their voting decision. This is a generation that relies on the moment-by-moment conversation and politicians are starting to take advantage of this. By offering a platform that is public, real-time, conversational and distributive, Twitter has given politics the centre-stage to what could be the most exciting general election to date. 

4.       The future of agencies - how will technology impact the relationship between brand and agency?

Technology is driving a change in the way agencies and brands interact with each other. Brands now have the capacity to take functions that they would traditionally outsource to agencies in-house. So how should agencies respond to ensure they continue to play a significant role in the future?  With companies like Hailo admitting they no longer refer to the term ‘advertising’, it is clear these new age brands thrive on the ability to be agile. Gary Brammel, CMO at Hailo argues that “agencies need to look to be partners, building products and meaningful things, not the fluffy creative campaigns on top.” It is clear the traditional relationship no longer exists for these brands - agencies can no longer co-exist; they need to build up and become partners. By getting involved in the integrated processes, it seems agencies will have the opportunity to set themselves apart from the competition and become invaluable to brands moving forward. 

Comment