Media 2015: The Future of Informational Exchange

It’s not an easy thing to make long-term predictions as to consumers’ interest, but some giants in the media sphere are not afraid of being prophets and shaping the future. ESPN, the sports broadcaster, Mindshare, the WPP-owned network, and Unilever, released «Media 2015: The Future of Media«. It tells how the buyer habits are going to change in the next five years.

According to their study, despite the considerable shift to the online environment, conventional advertizing platforms like TV won’t be relegated to oblivion and will still be playing one of the key roles.


“Media 2015: The Future of Media” has outlined four scenarios of consumption interest, and the partners have elaborated specific tactics, employing different ways of delivering information, to respond the needs of consumers. They are sure that microblogging services like Twitter are likely to become one of the major sources of data for buyers. According to one of the scenarios (Portal of Me), media access will be fluid, but the users’ attention will be focused on a few trusted brands.

We’re setting a new course in terms of how we think about connecting with consumers,” said Rob Master, Unilever’s North America media director.

The agencies, which will be engaged in advertising, now will be tailoring the campaigns to the specific platforms and process tons of incoming information to understand the fast-changing moods and priorities. Consumers are now filtering information, choosing only what they really want to see and read, so it is not that easy to create something really catching.

In a sense, we’re living in the future now, minus the flying cars. It’s an ‘always-on’ world, but at the same time, there’s a parallel world where consumers don’t always want to be plugged in. This is a way for us to flesh out and organize our thinking,” noted Mark Potts, Mindshare’s North American managing director for consumer insights.