GroupM is the world’s largest media investment management group, a part of WPP. So it’s no surprise they have their own innovation group – GroupMNext.
GroupMNext is tasked with developing solutions, understanding the changing media environment, and determining how emerging platforms will fit in. When you think about it, that’s precisely what we grapple with in radio – every day. What are the new technologies that will provide distribution to our content? How does streaming expand our reach? Where do we fit into the “connected car?” What is the role of mobile and apps in connecting with our fans? How do changing consumers tastes and habits impact our business model?
It used to be that we were simply responsible for getting ratings and generating sales. But today, broadcasters have been forced to think beyond the simple transmitter and tower paradigm. That’s where consumption and marketing are moving. So between changing usage patterns by consumers, and new priorities from advertisers, to stand still is to go backwards.
From streaming to mobile to social to video to the “connected car,” radio can remain a significant part of people’s lives. But broadcasters need a deeper understanding of how these platforms work, and how consumers and marketers engage on them today and in the future. They need to dialogue about more than just new format trends and how to game PPM.
That’s why a key mission for DASH this year is looking beyond the traditional boundary lines to gain perspective in the face of constant change. You’ve probably heard all about Gary Shapiro, the President/CEO of the Consumer Electronics Association – the organization that puts on the global conference, the Consumer Electronics Show in Vegas each January. Gary is the author of several books, including Ninja Innovation and he’ll be keynoting on Wednesday afternoon, October 15.
Our other headliner is Cary Tilds, Chief Innovation Officer of the aforementioned GroupM. She’ll kick off our second day – Thursday morning, October 16and is a frequent CES attendee – and student.
GroupMNext has an incredible perspective on our changing world. Last week, Chris Copeland, GroupMNext CEO, spoke at the Mobile Media Summit during Advertising Week.
As he pointed out, “Consumers have placed the mobile device at the center of their lives. And, in turn, they’ve been rewarded by everyone in the chain innovating at rapid rates to make the device more meaningful.”
And when it comes to interacting with consumers, Copeland notes that mobility has “forced brands to be more thoughtful and engaged…Adapting to mobile is, at this stage, akin to breathing oxygen. Failure to do so has one guaranteed outcome. If you want your brand to perish, ignore mobile.”
Mobile, of course, is the conduit to the “connected car.” And last January at CES, Cary Tilds noted that “Voice is the completely underdeveloped power app…Voice is so much tied to music which is so compelling and such a pull for a brand to harness feelings and emotions, and apply it to the devices we love.”
Mobile, the “connected car,” and how radio fits in.
These are the topics that are the foundation of DASH. I have been asked by a number of people in the last few weeks why they should come to Detroit in the middle of a busy fourth quarter when budgets are being formulated, and 2014’s results will be solidified.
And the answer is simple: You’ll learn things from the conference you can’t learn anywhere else from people who don’t speak at radio conventions. DASH is an investment in your station’s and your company’s future. And it’s part of the ongoing learning process that is essential to continuing our personal career success.
As one of DASH’s organizers, I can tell you that I’m there to learn. Hopefully, you can be, too.
Please join us.
You can get more information & register for DASH here. The early discount ends Tuesday, 9/30.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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