"A major focus is the topic of moving images"
The media industry is at a turning point. In a video interview with m&k, Moritz Schneider, CEO of Mediaschneider, discusses trends such as connected TV, social media videos, and programmatic advertising. An exciting glimpse into the future.
Moritz Schneider, CEO of Mediaschneider, gives deep insights into current developments in the media industry in a video interview. Moving images, especially connected TV and streaming services, are increasingly shaping the advertising market. YouTube remains the platform with the largest reach, while providers such as Netflix and Disney+ are creating potential for advertising formats. Traditional television continues to score points with live events and replay ads. Social media platforms such as TikTok and Instagram are shifting the focus to short videos and are partially replacing television for young target groups.
Programmatic advertising has also changed the industry: Around 70 percent of display bookings are made programmatically, which creates efficiency but brings with it new challenges such as a lack of transparency and brand safety. Moritz Schneider emphasizes the importance of buying directly from the publisher in order to control costs and ensure quality.
A looming billboard ban in Zurich could jeopardize the up-and-coming digital billboard advertising - a form of advertising that shines through data-based approaches and situational creativity. For the future, Media Schneider is relying on data-driven innovations such as machine learning to make campaigns even more precise and dynamic. The media industry is on the move, and flexibility remains crucial.
