The conversation is always about mobiles: NAB Show

“The conversation always ends up in mobile devices,” says consultant Michael Boland, speaking at the NAB show in America. NAB is the biggest broadcast show in the world, and is happening this week in Las Vegas.

 

Mobile consumption is not just one market segment any more. Boland explained at the NAB conference that there is a range of mobile segmentation. “Because mobiles are location aware there are segments for people who are location targeted and those that are not.”

 

There is also search advertising, display adverting (banner in games for instance) and SMS advertising, which is still the most effective device penetration for mobile phones.

 

Ad spending on mobile advertising is growing fast, says Boland. Last year spending was $1.07 billion and this year that number is expected to grown by 60%. By 2015 Boland predicts it will reach $5 billion, outpacing other media.

 

This year’s NAB Show’s theme is The Great Content Shift: Defining Your Evolution, which encourages broadcasters to think beyond their traditional medium of radio or tv, to “embrace the multimedia role of being content creators, providers and distributors.”

 

At the NAB conference, Marina Gorbis, executive director of the Institute for the Future told delegates that consumers expect “content anywhere anytime.” She says every aspect of broadcasting has been transformed by the advent of web and mobile devices.

 

“The broadcasting ecology has exploded… It includes individuals, tech companies, traditional broadcasters, new analytics and software companies and social networking platforms.”

 

Gorbis says media professionals must evolve to continue to prosper:
“They should be constantly monitoring signals of disruption, developments in research labs, new usage patterns and practices, creating outposts in innovation hubs like Silicon Valley, and creating scenarios for the future that may be very different from traditional strategic planning exercises.

“They need to re-think traditional planning cycles, moving from planning to sensing … constantly taking in signals from the outside, patterning them and creating rapid reaction cycles.”

 

Much of NAB’ content is tv orientated, but stay tuned to radioinfo for more reports of interest to the radio industry from the 2012 NAB show.

 

And for those remaining in Australia during the big Nab Show, you can drown your sorrows with SMPTE members at the I’m NOT going to NAB 2012 Celebration

 

Location: The Freeway Hotel, Reserve Rd (Cnr Gore Hill Freeway) Artarmon

When: Wednesday 18th April, at 6:30PM

RSVP     Richard Visser     [email protected]      Mobile: 0419 269 500

 

It is an opportunity to meet up and network with Industry professionals and peers to celebrate not going to NAB 2012 in Las Vegas and to pay for your own drinks.