Google and Disney are already the biggest media companies in the world. Apple Music is reinventing radio and will be launching it in Europe in the fall at the latest. Search engines on the one hand, total networking and individualized music platforms, movies and games on the other, all "on demand" are fundamentally changing our media consumption behavior.

Everything will eventually become social media, everything will be interactive and networked: This applies to all media regardless of whether outdoor, print, TV, digital, ..., all media will be "liked", shared, recommended, commented on, posted, ... directly (digital media) or indirectly via digital platforms (classic media)  .  

Because the people want to be connected with each other. It is a human need to be part of a community.

However, we will not have to do without print, outdoor, direct marketing or TV , but the importance of traditional media has changed. And we also have to learn to deal with classic media differently.

Classical media will not die. Because digital media also need feeder media and thus a clever media mix that varies from target group to target group. The media agency of the future must therefore be holistic and comprehensive.

The model of the classic media agency is dead. And that is why the strategists at Reichl und Partner have been developing a media agency for years that is second to none. The agency of the future not only communicates, it interacts. It is a true multi talent agency. It has all the competencies of a full-service interaction and communications agency. (One reason why we employ over 165 people from all areas of communications at our offices in Vienna and Linz).

And: The age of glossing over figures is over for this agency . It is about comprehensible data and facts, about absolute transparency. Big Data is putting the traditional media world on the spot. None of this is a problem for quality media.

 

We have compiled 10 postulates for the media agency of the future, which we are happy to share with you:

1. collaboration beats briefings: Companies like BeatsElectronics have said goodbye to traditional briefings. They develop strategies, concepts and in some cases completely new business models in interdisciplinary teams that are completely detached from their organization during these project phases. Of course, these teams also include agency staff. In our case, these are specialists and generalists from the fields of advertising, media, eMarketing, social media, PR and live communications. Reichl und Partner has had very successful units in all areas for decades.

2. the agency of the future is a fusion of know-how in marketing and technology: Creativity as it is now expected from agencies needs to be extended to include creativity in the use of technological capabilities and the mining, analysis and targeted use of user-centric data.  Automated user-centric marketing and user-centric branding with a clear purchase or retention focus our new most important goal.

3. the evaluation standards for agencies are redefined:  The evaluation of advertising agencies and also media agencies according to an incomprehensible "creativity" has had its day. Ultimately, it is a matter of assessing what measurable benefit an agency can provide for a company. Gone is the media agency blaming the advertising agency's creativity for the failure of a campaign. It is the agency that succeeds like an airline pilot guided by data right .

4. no progress without experimentation: A key success factor for brands in the future will be their willingness to take a calculated risk in using new forms of communication. Major brands in the U.S. spend about 10% of their media budgets "experimenting" with new media and interaction opportunities. If successful, these will be added to a pool of 20% that will be further perfected. Consequently, correspondingly large shares of previously "classically" used expenditures will be eliminated. 

5. 100% visibility is the new dogma: Studies in the USA show that only about 50% of the online advertising billed as placed could actually be seen in the medium. For this reason, new "viewability standards" are being developed and some media are already rushing ahead with viewability guarantees. The development of such standards is also a must for Europe.

6. time is the new currency: Current studies show that the frequency of a circuit is considerably less relevant for learning a brand message than optimal viewing time. Every message needs a certain amount of time to unfold. Here we have learned from classic TV programming. So the new measure could be CP10/20/30. (what do 10, 20, 30 seconds of continuous advertising contact cost). Time capping will therefore also replace frequency capping. In order to achieve the longest possible viewing times, the quality of the surrounding content must also be given greater consideration and, if necessary, completely new page layouts and forms of advertising must be developed by the media. 

7. coopetition, i.e. cooperation with competitors and between media and clients: We want to learn from each other quickly. The agency of the future is also interactively networked with the media. The media learn from the agencies and vice versa.

8. new technologies open up new opportunities for creativity: In Europe, we very often still understand "digital" as a medium in the communications mix. A completely new perspective is needed here. "Digital" has the power to create new brand experiences. And it's up to creatives to engage with new technologies and their creative uses. 

9. programmatic creativity creates individual brand experiences: It is no longer a matter of communicating ONE message, but the individually right one for every user at every point in time. Data-driven individualized interaction (content, banners & videos) is possible and therefore a must.

10. The marketing manager of the future is a marketing technology specialist: Technology is not a game for nerds, but a key success factor in marketing. The decisive opportunities for the future are to be found in the technology fields of new media, individualized advertising production, data mining and individualized online placement. Thus, the useful idiots in marketing are a thing of the past. The position of marketing manager is finally regaining quality