The media industry is in the middle of a tectonic shift and this presents a host of challenges - and opportunities - for marketing leaders. Businesses that don't react now will lose their competitive edge.

On the one hand, audiences are steadily moving away from television and live content toward on-demand, digital experiences. And on the other, the line between media companies and technology companies is blurring - with social media and content aggregators, such as Facebook and Google, more mindful of their role in publishing and distributing content, and traditional media houses racing to set up digital platforms. The events of the past year have only accelerated these trends and brands who do not leverage these opportunities will fall behind.

Manage the challenges, leverage the opportunities:

• Align with the New Data Landscape: With accelerated digitisation and the loss of third-party cookies, the data landscape has dramatically changed. And so too have our customers priorities - privacy and security are a primary concern and we need to adapt our strategy
• Secure Trust and Safety: Bring together advanced technology such as artificial intelligence (AI), machine learning, and natural language processing (NLP) to augment human oversight and judgement in content moderation
• Modernize Ad Operations: In 2020, more dollars were spent on digital advertising than on all other ad formats together and expectations have been set – marketing leaders need low costs, razor-sharp targeting, and transparent results. Leverage the opportunities of digital advertising by optimizing and digitizing processes across the enterprise with robotic process automation (RPA), AI, and NLP.
• Create Exceptional Digital Experiences: Customers today expect more than just good content – they expect a rich, frictionless experience that’s tailored for them. Apply user research and advanced technology to generate customer insights and deliver the ultimate digital customer experience

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