As we approach the much-anticipated Advertising and Audience Management For Digital Broadcast Media event, scheduled to be held on 6 – 7 August 2024, at The Venue, Green Park, Johannesburg, South Africa, we had the privilege of speaking with Gary Whitaker, CEO of The Broadcast Research Council of South Africa.
Mr Whitaker, a passionate advocate for the broadcasting industry, shares his insights on the innovations and ideas shaping the future of media in South Africa and beyond and highlights that in today’s rapidly evolving digital landscape, the broadcasting industry faces both unprecedented challenges and exciting opportunities.
Below is the abstract from the convention:
BMA: What influenced your decision to agree to participate in this year’s Advertising And Audience Management For Digital Broadcast Media?
Gary: I’m passionate about the broadcasting industry in South Africa, and I believe that more exposure is needed for the industry, not only in terms of advancements in audience measurement but also the innovation occurring within platforms.
BMA: In concise 3-4 dot/bullet points, please tell us what innovation and new ideas you want to see Industry professionals and digital broadcasters embrace in the rapidly changing digital and AI landscape?
Gary:
- Cross-media measurement involves comparing all media types/platforms across all target markets to ascertain primary reach and incremental reach contributors.
- Agreement on a standard unit of measurement across all media types—for example, how do we equate a view on YouTube to a view on terrestrial television?
- Collaboration and consolidation: All industry bodies should work closely together, essentially consolidating budgets and creating economies of scale where it makes sense. For example, everyone should contribute to and use one standard establishment survey.
BMA: In your opinion/experience, what are the biggest challenge(s) faced by Africa’s media players today vis-a-vis audiences and content monetisation, and how do you see it being resolved and overcome?
Gary: Market research is not a 100% science, but it is expected to be when so much revenue is at stake. Transparency and communication are key to overcoming misconceptions.
Aligning competitors to move in the same direction benefits the entire industry. Here, inclusivity is key. Everyone gets a say and a vote.
BMA: With all said, kindly tell us what you hope fellow participants will take away from this industry event?
Gary: I hope participants walk away having learned something new and/or understanding something better, more informedly.
To join Mr Gary Whitaker at the convention, please visit the event website here to register.
