What's the Biggest Trend or Challenge in Digital Media?

In case there was still any doubt, digital is emerging "as the hub of marketing," and it's changing the ad world at a rapid pace. Advertising Age's Emily Tan asked some of digital's top movers to identify the biggest trends and challenges that lie ahead.

For These Execs It's All About Video -How to Make It, Monetize It, Distribute It

Here are excerpts from their e-mail responses.

Source: AdAge.com

Digital Kids

Young consumers are more comfortable with digital media, they'd rather watch YouTube than television, they'd rather talk to friends on IM and social networks than on the phone, they carry their iPods and phones with them everywhere. They can't sit still for long.

The interesting difference between the youngest digital generation--those born after 1981--and, well, the rest of us, is they're more "Generation We" than "Generation Me." How so? This is a generation that's grown up being instantly in touch with one another and at earlier ages.

This means they have a more global outlook at a younger age. They're also growing up in a world where they discover who they are through the community, less influenced by the media; on the contrary, they control the media. To be sure, as this generation grows up, media will change; it won't go away. Community is the watchword for this transformation.

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Major Internet sites are showing a strong and growing interest in the advertising business, and traditional ad firms are starting to get worried

Passionnant article paru ce jour dans AdAge et dont voici la conclusion:

(...) Publications and ad agencies are less afraid of Yahoo than Google, Mr. Squali said. Yahoo considers itself a media company, which gives traditional agencies and media companies a sense of ease, whereas Google has stated a more disruptive goal of making ad buying and selling more efficient, he said.

"Google’s name in the ad community frequently brings up visions of doomsday. At an ad design and production conference last month, ad executives mused about how advertising would be different in 2010. Paul Lavoie, chief creative officer of Taxi, an ad and design agency, predicted that Google would be the largest advertising agency by then. The audience laughed, but Mr. Lavoie, reached later, said he was serious.

“Let’s look at the facts: They have the best data to understand consumer habits, they can track your search, they know how much time you spend on certain sites,” Mr. Lavoie said. “They’re doing much more powerful work than some of the work being done by some of the more traditional agencies.”

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les magazines, pas morts ?

"We are no longer threatened by digital media, we are figuring out how to use it to our advantage."

A tous les professionnels de la presse magazine qui flippent sur l'avenir de leur bizness model et se tordent en 1000 pour trouver des solutions, un mot rassurant du patron de Hachette Filipacchi US, Jack Kliger