CampaignTV: Aegis Media's Nick Waters on the changing media landscape

Asked about the major influences on his clients' marketing strategies today, Waters said its consistent with the major influences that have always been there, including clients looking for business growth, focusing on key markets and reshaping budgets geographically against key areas and consumers where they can get the growth.

He did however add that recently strategies are increasingly being shaped by the rise of digital media.

He goes on to point at multi-channel television as a technological development that has had an influence on the industry. “I think the industry has got to grips with that thoroughly now and is moving onto the next items,” he said.

He also mentions that search is much more prevalent as companies better understand how to use search marketing in a much more consistent way. As for the rise of social media, Waters reckons clients are now starting to understand how to use it for their maximum benefit.

In addition, Waters points to the rise of digital OOH as the next big thing right now. 30 per cent of Aegis Media's OOH business in China is digitalised.

When asked what markets advertisers should be focussing on in 2011, Waters said “the big beast is China”.

He goes on to say that no-one can afford, and nor are they, to ignore China as the most important driver in this region.

He added they are however seeing strong perfomances and the rising importance of Southeast Asian markets, in particular Thailand, Indonesia, Philippines, and of course India.

Asked about the difference in his strategy for emerging vs. developed markets, Waters said it comes down to the consumers. In developed countries, consumers are greatly segmented due to the availability of a much greater and wider choice of brands to purchase, and media to consume.

In emerging markets, he said consumers are not yet as fragmented so mass communication channels still have a greater effect. He points to free-to-air terrestrial television which remains a highly influential communications medium.

Catch the final episode featuring Yahoo's Rose Tsou discussing the changing media landscape and plans in 2011 as the series concludes next week.

Click here to watch other interviews in the series, including Citibank's Francesco Lagutaine and Richemont's Nicolas Brindjonc.