Caspia’s Pam Vick is leading the Advertising: Who Cares? workstream on “Funding Quality Media” at our event on October 16th, with a staggeringly well qualifed group of media owners, agencies and clients including Jamie Credland, Sarah Jones, Gordon Black, Abigail Cunningham, James Fleetham, Simon Wilden and Brian Jacobs (who has agreed to join the workstream as well as organising the whole event with Nick Manning!).
We’ll be covering topics such as:
– How can advertisers be persuaded to fund high quality content if they currently favour channels that don’t provide it?
– How should advertisers think about the ‘right’ combinations of investment choices that provide the audience and results they need as well as the support for high quality content?
The media world is changing dramatically as streaming overtakes broadcast TV and search and social play a bigger role in customer data-led channels and within social commerce. Many of the new channels do not produce media content. They use ‘owned’ properties such as websites and apps. User-generated content dominates on YouTube although traditional broadcasters are now having to consider making their content available on it due to its ubiquity on Smart TVs and other devices.
The traditional content creators are losing out on ad revenue to those channels with no content costs, with a consequent loss of money to produce high quality material for the public and advertisers.
High quality journalism has suffered from the ravaging effects of Social Media and its polarising effect on public opinion. Trust in fact-based journalism has been undermined by the ‘fake news’ drip-feed. Mis/dis-information is rife and unregulated. Meta’s withdrawal of fact-checking can only make matters worse.
Media used to provide carefully curated ratios between editorial and advertising in order to manage the user experience and to put distance between them. The notion of editing is no longer universal (platforms are at pains to point out they are just that, not publishers) and the balance between editor and advertiser has been lost. This sits alongside the absence of care taken not to bombard or repeat. The result is the loss of ‘liking’ and ‘trust’ in advertising.
There are still tickets available here https://www.advertisingwhocares.org/events/awc-2025-summit-at-vue-west-end-leicester-square-london