#MMC2016- Why were there two floating brains on stage?

 (marketingmagazine.com.my) – By Malati Siniah

Data, the four letter word that has been on the lips of every marketer in 2016 is going to play an even bigger importance to the industry in 2017.

Understanding this insight when MARKETING launched the 12th Malaysian Media Conference (MMC) this year the theme of Datalytics was chosen to give the attending media, marketing and creative professionals a holistic view of the topic.

The event which took place at Sime Darby Convention Centre last Monday was crafted around the single question posed to attendees, in a sea of Data will you sink or swim?

Throughout the full day event attendees gained insights from the region’s top swimmers including Robin Wong- Mindshare & CEO of FAST Asia Pacific, Rahul Thappa – Vice President of Data Analytics, Astro, Linda Hassan – Head of Marketing at Domino’s Malaysia & Singapore, Lars Setsaa – Head of Revenue Management and Analytics – Digi Telecommunications who shared how they were tapping into the power of data to power the growth of their business.

Find out what happened in the first half of the conference below:

‘Datalytics is here to stay’ declared MMC’s first speaker Robin Wong, CEO, Fast Asia Pacific, Mindshare. During his talk, Robin gave the audiences an overview of the data evolution in the local market. Looking into the future he even outlined some of his future predictions and advice as to how the industry would grow:

• All eyes on Virtual Reality – The image of Tom Cruise being served personalised ads in Minority Report might someday become a reality. He shared how personalised Outdoor Ads being beamed to commuters’ and shoppers’ eye and ads being served programmatically based on retinas defining profiles and attributes could one day be the future of the convergence between data and advertising.
• Datalytics is here to stay as a core enabler.
• The key for all of this is to remain focused on your business fundamentals and sift through the hype

In an engaging Power Panel titled “Is this the new ecosystem in media? Data = Insights = Marketing, Media and Creative solutions” Bala Pomaleh, CEO, IPG Mediabrands was the mediator between the creative and data camps.

Representing the creative side was Chan Woei Hen, Executive Creative Director of EnsembleWW and on the other side was Sujith Rao, Head of Analytics, IPG Mediabrands. The session was both light hearted and engaging with both sides bringing up points as to how they can work better together.

Check out our FB Live recording of the panel session below:

For more insights from #MMC2016 be sure to check out our website tomorrow!

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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