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Digital Media Asia: The revolution will be mobile

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Digital Media Asia: The revolution will be mobile

There’s no doubt experts agree that more news content will be consumed via mobile platforms.

General manager of Malaysian media agency PHD, Cheryl Cheng (above), reiterated the importance of the mobile platform at Digital Media Asia 2013 Wednesday morning.

“Users are more engaged and pay more attention” because they are using their phone more during their ‘me’ time, she said.

In fact, in Malaysia, 47 per cent of mobile users use their phones while lying in bed and 28 per cent multitask while watching television, said Cheng, referring to a survey.

Malaysians spend 6.5 hours a day consuming media.

103 minutes is spent on mobile.

“Mobile is fast becoming an important companion,” said Cheng.

The way different segments of people use their mobile phones will have to be factored in the way news companies create and present their content creatively.

Later in the afternoon, Audra Martin, VP of advertising at The Economist Digital UK, spoke about innovative techniques for making the most of the company’s digital inventory when it comes to advertising.

The formula for succeeding in digital advertising she said was to win business, deliver and repeat the process.

The process has also become one where more capabilities are required, she observed.  These days, one may require product managers, creative technologists as well as advanced analytics and insights in order to succeed in digital advertising.

Her advice was for companies to focus on core values and what can be offered uniquely as well as zeroing in on best opportunities for trying new things.


Satish Cheney


2013-11-14 03:12

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