In a landscape marked by volatility and innovation, Kite Hill PR recently held the return of its in-person Women In Media Meetups. “The State of the Media Industry: Navigating Disruption” convened a panel of industry leaders last Thursday to discuss challenges and opportunities facing media professionals today. The insightful evening, moderated by Kerry Flynn, Media Deals Reporter at Axios Pro, featured Amy Tunick, Chief Marketing Officer at National CineMedia (NCM), Jenny Wall, Chief Marketing Officer of VideoAmp, and Linda Villani, Chief Revenue Officer at DailyMail.com. These influential women shared their experiences, strategies, and visions for the future, offering invaluable lessons for women in media.
Innovative Strategies and Resilience
Amy Tunick, representing the cinema advertising sector, highlighted how embracing challenges leads to innovation. Amid the pandemic, NCM demonstrated resilience by turning potential setbacks into opportunities, showcasing the enduring appeal of the movie-going experience. The remarkable success of tailored, culturally relevant campaigns including the Taylor Swift concert film exemplifies the power of creative thinking in overcoming industry hurdles.
Jenny Wall brought a perspective from the ad tech world, emphasizing the need for disruption in traditional measurement methods. Her journey at VideoAmp, and previously with tech giants including Hulu and Netflix, underscores the importance of adaptability and the relentless pursuit of efficiencies, proving that innovation is not just about starting new ventures but also about continually challenging and refining existing models.
Linda Villani shared insights from DailyMail.com’s strategy to stay relevant by diversifying content and leveraging new platforms including TikTok. The creation of a US-based insights team and closer collaboration with the editorial team illustrates the importance of localizing content and staying in tune with audience interests to drive engagement.
Expanding Audience Reach and Maintaining Relevance
The conversation revealed the significance of understanding and adapting to audience behaviors. From leveraging data analytics to embracing new platforms and formats, the speakers underscored the need to meet audiences where they are. This approach is not only about broadening reach but also about enhancing engagement through relevant, captivating content.
Staying Ahead of Generational Changes
The panelists addressed the challenge of preparing for generational shifts, highlighting the necessity of anticipating and understanding the preferences and behaviors of emerging audiences, such as Gen Alpha. While specific strategies may vary, the underlying theme is clear: staying relevant requires a deep understanding of demographic trends and a willingness to experiment and innovate.
The Importance of Creativity and the Future of Media
In discussing the future of media and the impact of events such as Cannes, the panelists stressed the enduring value of creativity. Whether in advertising, content creation, or strategic planning, creativity remains a critical driver of success in the media industry. As the landscape evolves, fostering a culture that values and nurtures creativity will be crucial for companies looking to lead in the next era of media.
The broad strokes takeaways?
Embrace change and challenge. View challenges as opportunities for innovation.
Leverage data and technology. Utilize analytics and embrace digital platforms to enhance audience engagement and operational efficiency.
Foster creativity. Creativity is not just a tool for content creation but a strategic asset in all aspects of media.
Understand your audience. A deep understanding of current and future audiences enables more effective and relevant communication.
Cultivate adaptability. The ability to adapt to new trends, platforms, and audience behaviors is key to sustained relevance and success.
The insights shared during “The State of the Media Industry: Navigating Disruption” reflect a broader narrative of resilience, innovation, and the importance of community among women in media. As the industry continues to evolve, these principles will remain vital for those looking to thrive amidst disruption.
- Lara Schembri, Senior Account Executive