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Impact of Digital Transformation in the Media and Entertainment Sector
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2014 Digital Marketing global survey results of emerging trends and transformations taking place in the Media and Entertainment Industry.
Transcript of Impact of-digital-media-clean final- 11132014
Impact of Digital Transformation in the Media and Entertainment Sector
Jennifer CooperGlobal Head, Media Industry Strategy & MarketingAdobeEmail: jcooper@adobe. ComTweet:@jzcoop
About the survey…
Global survey of nearly 200 media and entertainment executives based mainly in North America and EMEA
Focused exclusively on global media and entertainment brands with video and publishing assets
Executive Summary
Media & Entertainment Industry and the New Digital Organization
Digital Marketing Technologies
Culture of Learning and Testing
Integrated Structure
Digital Content – State of the Art
Holistic View of the Audience
Looking Ahead
53%“technology contributes to ROI”
52%“lack of advancedtechnical skillspreventing success”
49%“legacy systems andcross productintegrationhampering ROI”
Only 40%using testing to drivedecision making
Only 30%can make changesquickly based on testing recommendations
Cross-functional alignmentis a challenge for 93% ofmedia companies
2/3 of surveyed marketersdo not have data-drivenmarketing capabilities
Only 46%of media companies areusing a DMP
Differentiation between media companies will happen through personalization (62%)
And, 74% of media companies expect to use data to personalize content.
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