SILVER LININGS & GREEN SHOOTS James Petretti hones in on the bright side of community responses and discusses overcoming current hurdles while remaining focused on a future, more optimistic, horizon.
It could have been worse. It seems the community is keeping things on an even keel as we’re going through this time. All Things Insights and the Media Insights Survey Committee came together to benchmark the community and this is the first time we’re doing this Report. We know what we’ll need to do in the future, but I think this is a very good first step. I think it’s some really comforting information for me personally. Regarding the job function numbers, it looks like people are becoming more holistic. The focus on how supportive organizations are to insights - it makes sense to me- there’s more and more data out there- research has a more important role. On Measurement and Attribution it will be interesting to see the adoption of initiatives from i-jic (the International Association of Joint
“I’m looking at the optimistic side of these responses considering what’s going on in the industry. These results perhaps point to a coming sunset of bad news.” Industry Committees for Media Research) and VAB (Video Advertising Bureau). This year should tell us if there is potential to balance those types of initiatives with more traditional independent players. Considering what we already know about the macroeconomy as well as what’s been happening in the media economy, I’m glad that ‘only half’ of respondents shared that their general economic outlook is pessimistic. My thinking is that number would be higher- but it might mean that this group is thinking that we’re either approaching or at peak negativity. To that end, with over half forecasting budgets to remain the same- I’m looking at this as good news- I’m looking at the optimistic side of these responses. Because think about what’s going on in the industry- the stock prices of some of these companies, the production cuts that they’ve been making, shows that have been canceled that have literally been filming and getting cut- these results perhaps point to a coming sunset of bad news.
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