The VIEWS conference was held last week on Necker Island, Richard Branson’s island in the British Virgin Islands. We were fortunate to have Richard in attendance and to share his insights with the all-star cast of attendees. The best and brightest minds came together at the intersection of media & innovation to discuss the most pressing issues & opportunities in the industry over 3-days of sessions and networking.
Alex Moazed, CEO of Applico and co-author of Modern Monopolies, spoke on the Future of Media panel comprised of Peter Hamilton (Tune), Adam Shlachter (Zenith), Rachel Weiss (L’Oreal) and Sterling Proffer (Vice Media). The discussion centered around the changing video landscape as platforms dominate short-form content, yet traditional media companies still have a tight grasp over long-form content like TV shows and movies.
“The tipping point has already come and gone” was one sentiment shared by the group meaning that executives of traditional media companies recognize the threat of content platforms like Snapchat, Facebook and Google/YouTube.
Platform businesses had a strong presence at the conference with executives from Snap, YouTube and Twitter and their VC’s like Andreessen Horowitz, Lux Capital, and others. Traditional media companies like ESPN and Conde Nast were in attendance along with traditional consumer businesses like Mastercard and Unliver.
The advertising channels available through content platforms vs. traditional media are extremely different and marketers are challenged about how best to allocate their budgets.
Traditional media companies are struggling to determine their role in an increasingly digital and platform world where the attention span of the average human is one second less than a goldfish, a commonly cited example at the event.