Mobile World Congress
09/03/2018

Time to attack

None

Stefan Winners gave an overview of the future developments in the media business at 4YFN's keynote speech at the Mobile World Congress. While media use has risen steadily in recent years, it is now approaching its zenith: with around 6 hours of daily media consumption, the temporal capacity of most people has been reached. Digital is the most used media, but growth is much slower. And the digital advertising business also offers few opportunities for growth: most of the advertising expenditures have been moving to Google and Facebook for some time now, and there is still no change in sight. At the same time, people are stubbornly pursued through the net by trackers, and the resulting display advertising is increasingly being blocked away by unnerved consumers.

The new way for media

„We need to rethink content," explained Winners. The shift away from "eco chambers" like facebook offers great new opportunities for publishers, e. g. Focus Online Local. BurdaForward's new platform offers 675,000 local messages per month, with 90 percent of the content generated by content partners. A second major trend for media is the bundling of content, such as Xing's exemplary success. Users will find everything they are interested in about jobs and careers here. Content and services from many different providers are bundled and individually connected at Xing.

Taking consumers seriously

The protection of privacy, as guaranteed by the Cliqz browser, was also an exciting topic for the Mobile World Congress. At Cliqz, consumers regain full control of their data that does not leave their personal computer.

The media business is constantly changing. „Interdisciplinary cooperation is needed," explained Winners - at all levels: At Burda, for example, expert teams have already formed in areas such as mobile, performance marketing, HR, SEO, web analysis, finance, corporate development and data security. These groups have never been ordered from the top, but organize themselves and meet regularly.

Trends 2023

Finally, Winners gave an outlook on the media development of the next five years. The dominance of the tech giants from the USA remains, but it is increasingly being attacked from Asia such as Samsung, Baidu, Alibaba or Tencent. Europeans must make an effort to keep up. Artificial intelligence is expected to provide the greatest innovation impetus for the next few years - it will once again bring about lasting changes in many industries. The digitisation of society has only just begun, explained Stefan Winners. The right time to attack is now.

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