Forrester Panel: The Future of Media with Coke, MTV, and Canoe Ventures

Left: The Future of Media Panel rounds off Day 1 at Forrester’s Marketing Conference.

I’m sitting in the front row here in Orlando at Forrester’s Marketing Conference. We’re talking about the “M”M world, no not the Mouse but Media. This closing panel is discussing the Future of Media. Moderator is colleague David Card, Annis Lyles, VP Media of Coca Cola, Greg Clayman, EVP of MTV, and David Verklin CEO of Canoe Ventures. David’s not taking any prisoners and is intending to make this a pretty tough panel, rightfully so, media is undergoing some serious changes.

David starts out showing that newspapers is struggling, from NYT, Rocky Mountain, and SFgate. First let’s start with the client side. Coke recalls the day when there were only three major media networks –now there are many. She focuses her strategy on consumers, and first starts with her kids. David, from Canoe has a focus on TV, and says “TV is getting back in the game”. How? to bring interactivity to the TV. He’s extremely optimistic saying that “TV is a platform”, and says he’s going to launch a new product in three weeks. I’m a bit hesitant to his optimism, but hey, I’m open to a briefing.

Annis from Coke brings us back to reality, but suggesting we should first collect information from our consumers. David suggests that we can use data to only show TV ads about dog supplies to dog owners. The panel debated over how to get this data, from a variety of sources, such as panels, existing data sources. I certainly hope they read my upcoming report on the Future of the Social Web, some of the answers are in there. David suggests that “the Internet has really raised our game”, and nods to how the benefits of search, and it’s ability to measure. Yet, he suggests that the accuracy and relevancy of internet ads are very low.

Moderator David Card fires a blow to the panel and says “What happens when consumers skip through advertisements on TV” The panels spins, rebalanced and comes back. David says that we’ve had ad skipping technology for years, called the “clicker”, nice counter. I didn’t hear any epiphanies out of the panel, not sure if they have a strong idea of the future of media, but hey, this is a very difficult topic.

A question from audience: “Why is new interactive ads on TV relevant? It’s still push, interruptive advertising” David suggests that interactive TV will provide new engagements for segments. Cooking shows are entertainment, and chefs are taking notes, instead, they’ll need new experiences to get recipes.

The final question from the audience? When does TV and Internet combine. Coke says “all media will merge” and says “it’s now”. Good answer. David from Canoe says 2011, “in next five years content will come across 3 screens” nice bold statement. Greg suggests 3-5 years.

David Berkowitz, who I’ve known for years, a top marketing blogger and practitioner is live blogging, see what he wrote. David always has to outdo me and has not 1, but 4 pictures.

I’m updating this post live

9 Replies to “Forrester Panel: The Future of Media with Coke, MTV, and Canoe Ventures”

  1. Thanks, Jeremiah, for the blow-by-blow account of what sounds like an interesting panel discussion. Fun to sit in the front row with you. This topic makes me think of a talk I recently heard given by Christine Heckart, General Manager at Microsoft of their television division, on the future of television. See my blog posting here:

  2. Jeremiah, thanks for all the hard work you put out and quite obviously expend on behalf of and for your loyal audience.

    From your first live blog post, I was very surprised to read of the emphasis from Coke and Canoe on TV/Interactive, which to me seems so utterly and completely anachronistic (out of sync) with the shifting environment towards mobile marketing, SMS, and just-in-time delivered promotions to your mobile device.

    How does TV fit in today’s consumer marketing environment where their consumers are less likely to be around a TV and more increasingly mobile?

    Can you ask if they see the future of consumer marketing residing with mobile? Thank you, and I look forward to hearing back.

  3. Awesome live writeup Jeremiah!!

    I love getting the perspective, but hate not being able to respond. Which made me realize that I’d stumbled on the exact reason that Social Media will win out over traditional media… Yelling back at my Television (no matter ‘interactive’) is no longer sufficient… I want to know that the person on the other end has heard and is responding in some manner to my feedback.

    The beauty of an actual conversation is that it’s not one-sided. Your live-blog I can respond to! The panel, and the “interactive” television, I cannot.

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