impact of-digital-media-clean final- 11132014

Impact of Digital Transformation in the Media and Entertainment Sector

Jennifer CooperGlobal Head, Media Industry Strategy & MarketingAdobeEmail: jcooper@adobe. ComTweet:@jzcoop

About the survey…

Global survey of nearly 200 media and entertainment executives based mainly in North America and EMEA

Focused exclusively on global media and entertainment brands with video and publishing assets

Executive Summary

Media & Entertainment Industry and the New Digital Organization

Digital Marketing Technologies

Culture of Learning and Testing

Integrated Structure

Digital Content – State of the Art

Holistic View of the Audience

Looking Ahead

53%“technology contributes to ROI”

52%“lack of advancedtechnical skillspreventing success”

49%“legacy systems andcross productintegrationhampering ROI”

Only 40%using testing to drivedecision making

Only 30%can make changesquickly based on testing recommendations

Cross-functional alignmentis a challenge for 93% ofmedia companies

2/3 of surveyed marketersdo not have data-drivenmarketing capabilities

Only 46%of media companies areusing a DMP

Differentiation between media companies will happen through personalization (62%)

And, 74% of media companies expect to use data to personalize content.

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