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October 5, 2020 – 20:21
MediaMonks, originally from Hilversum, experienced a number of difficult months from March, co-founder Wesley ter Haar told Dutch Media Week Live, a series of conversations in the context of the Dutch Media Week. “Video recordings came to a halt and events we are working on were canceled.”
However, quite quickly the industry began to realize that under these circumstances, it could not sit still and adjust to the new normal. “Now there is mainly the realization that this will take a while,” says Ter Haar.
His company, with more than 30 offices worldwide, was deeply involved in Facebook’s Oculus Connect developer event, which was held partly virtual and partly in VR in August. “We worked very hard on that with 150 people”.
The collaboration with media technology company NEP announced this summer also emerged from this. Together they develop virtual and interactive solutions for major global events in corona time.
And they are not the only major shifts in the market. Younger target groups dictate future developments. In the industry you can still see a strong emphasis on 30 second commercials at agencies that are used to producing for television, Ter Haar said. But the translation of that commercial to the digital world no longer works according to him. “Young people don’t like commercial breaks, that’s why they watch Netflix and Disney Plus. You have to develop new creative solutions that can also ensure conversion. Range such as television that previously offered is becoming less relevant. ”
Ter Haar believes that machine learning will play an increasingly important role in the interaction with consumers, for example in the form of smart helpers who will make decisions for you. “In the coming decade, we really want to make a difference and look for innovations,” says Ter Haar.
While Dutch Media Week (up to and including 11 October) all facets of media are discussed and examined. There is a daily talk show about Business in Media that highlights the power and skills of the creative media industry. There will be a conference ‘from live music venue to multimedia company’, a lecture on how artificial intelligence can influence the future of media and numerous activities to bridge the gap between students, young talent and the professional field.
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