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BLOG: Changing Face of Media in the Digital Age

Date: Thursday, October 5, 2017 Date: Thursday, October 5, 2017 Time: 07:45 - 09:15 Location: Gusto, 16 Bothwell Street G2 6NU

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At our October Breakfast we welcomed The Media Shop, where MD Caroline McGrath and Fiona Mills, Head of Digital revealed the trends, from live streaming to interactive outdoor campaigns, that are making Britain’s cities ‘smarter’ and more ‘digitally enhanced’.

Caroline kicked off the double act by covering more traditional methods and aspects of brand advertising. She set the scene and explained how straight forward media planning was pre digital. We had just three TV channels, no web and only printed advertisement space on the streets, with local Radio not really taking off until the 80’s. How times have changed in a very short space of time!

Interestingly Caroline also showed a video of Marshall McLuhan, who in the 1960’s effectively predicted the Internet with his references to a ‘Global Village’ in the future.

McLuhan was right – the Global and UK media scene is changing at an exceptional rate. Due to advancements in digital technology: outdoor, radio, TV and online advertising is offering brands an even richer creative landscape to market within.

Caroline then passed over to Fiona who brought us right up to date with media channels, consumer habits and advertising opportunities. Here are just some of the highlights:

  • 225 TV Channels – massive choice for the viewers but fragmented for advertisers
  • Printed media – dying out with a move to online subscription. The younger generation, in particular, expect to get their news for free!
  • Radio – Highly personalised and local service with a wide choice; classical, rock, pop, 80’s, talk… easier for advertisers to target specific demographics
  • Online and streaming – Amazon, Apple and Google are some of the giants and young people gravitate to online and App based viewing rather than watching TV
  • Digital billboards – multiple messages can now be advertised in one space rather than a single message. We are being bombarded with brands even on a short drive from A to B

Other technology based advertising that we can expect to see more of include ‘instant advertising’, known as ‘digital out of home screens’. Fiona demonstrated how the 2016 Euro tournament broadcast live action into city streets, supported with live advertising. This has also been used by B&Q to promote BBQ’s and garden furniture during warm weather.

Advertising has become more and more targeted towards the individual, due to the increase in data capture and we can soon expect to turn on our TV’s to find adverts directly targeted at our household! – Quite scary really.

There was much to take in and we were left contemplating the three big drivers we can expect to see in adverting in the coming years:

  • Biometrics
  • Drones
  • Driverless cars

Thanks to Caroline and Fiona for this colourful insight into media trends, a real education.

Also thank you to Lynn Anderson of Scottish Living Wage Accreditation for her short presentation. Lynn can be reached at if you would like further information on how to get involved.

Book now for the last breakfast of 2017 on 2nd November: The Law of Social Media with Ben Doherty who heads up Lindsay’s employment law team.

Photos by Great Scot Photography