Media increasingly read on tablets and smartphones. Interest is also increasing in thematic and networking sites

Media consumers are increasingly opting for more specialized content and industry services which are customized to their liking. What has been observed so far in the press and on television, is currently typical of the Internet. The demand for social media and mobile platforms is also rising. The changing trends need to take the advertisers and advertising agencies into account.
According to the most recent survey published monthly by Megapanel PBI/Gemius, declines in both reach and the number of visitors were recorded in August by the majority of the most popular domestic horizontal portals, with Onet (RASP), Wirtualna Polska, Gazeta.pl and Interia at the forefront.

“There is user demand for media, but it is changing significantly. Our viewer is changing, as are his preferences. He is increasingly looking for specific content in specific niches. This results in a certain fragmentation of the media, which we have already seen on television, on radio and in the press. Now, this phenomenon is starting to very seriously affect the Internet. Web portals are still highly popular, although this popularity is not currently increasing, while there is greater interest in online services,” says Marcin Duszyński, managing partner of Capital One Advisers, an advisory firm on the mergers and acquisitions market.
Although the reach and the number of users of Facebook also dropped over the month, according to Marcin Duszyński, there is also a greater demand for social media. The platforms through which consumers use the media are also changing. Of the top ten publishers visited from the highest number of mobile browsers (according to Megapanel) all recorded an increase in popularity in August.
“Supply is attempting to keep up with these changes, but this is a slow process,” claims Duszyński. “This is because large corporations are still having difficulty in making quick decisions and are unable to keep up with the changing trends. Therefore, smaller companies have greater opportunities to create a new, interesting offering for the user.”
Advertisers and advertising agencies also need to adapt to the changing trends.

“Just like the media themselves, they are currently going through an identity crisis, or, in other words, they need to find the answer to the question of which way to go and how, which is related to highly significant changes on the media market; likewise, the advertising agencies are currently looking for new paths, because the speed of development of advertising budgets is not keeping up with the development needs of these agencies. They are looking for new paths, new entities, a great deal is happening at the moment, and will continue to happen,” assures Marcin Duszyński. “I am talking mainly about the Internet, but this also applies to the media related to mobile platforms.”

He believes a lot will also be happening on the media market itself. The changes taking place mean that the large media corporations are still interested in the Polish market.

“We are still receiving enquiries from the large media corporations and companies operating on the border between media and advertising. We are in constant contact with the largest advertising agencies in the world. We are exchanging information, interest in Poland is still very large, although, we are still marginal because of our scale and financial depth,” emphasizes the managing partner of Capital One Advisers.

Changes will also take place in the way that the media earn. The main source of finance will continue to be advertising budgets, but the growing share of users as a source is increasing.
“The monetization related to the user is undergoing very rapid transformation. This process is related to several basic sources. Firstly to the subscription, which is developing very slowly in Poland because of the user’s economic situation, and secondly to the use of, for instance, information on the consumer through such models as big data, where this marketing data is simply sold,” says Marcin Duszyński.

Source: NEWSERIA