ANNETTE WARRING, DENTSU AEGIS NETWORK CANADA CEO: IS IT THE END FOR DIGITAL MEDIA?
The IAB Canada MIXX Canada conference, one of the top interactive events in the country, features premium keynote speakers bringing the latest in digital solutions and insights. Branded Digiquantability, the Fall edition offered the stage to ten advertising experts who each presented a point of view on the future of media and advertising.
DAN Canada CEO Annette Warring offered a unique and thought-provoking take on the theme with her conference “The End of Digital Media”.
Looking back at 20 years of increasing imposition on the media landscape, Warring states that Digital Media is dead. A victim of its own success, it no longer challenges the market; it has infused itself into and become the market. It can drive innovation but it cannot be the Wild West. Digital must be as accountable as it is influential. Media neutral solutions come from evidence. Content is NOT king, big data is NOT the saviour, and the consumer is NOT in control. The numbers guide the strategy and inspire creativity. In the death of digital, creative has become media, media has become creative.
So what is the future in this new, dramatically reconfigured ecosystem? Warring looks at various opportunities of reinventing media and at the urgency for agencies to defend their leadership and stewardship in paving the way for holistic, responsive and highly relevant content. The end of digital marketing signals the birth of the only true paradigm, which is marketing in a digital world.
This article was first published on mediaincanada.com.