Media owners try to keep pace

31 December 2012

The list of top downloads among Warc's media owner audience in 2012 revealed the importance they are placing on keeping up with technology and the developing habits of consumers.

Heading the charts for this group overall was 12 media trends in 2012, written by Dan Calladine, Aegis Media's head of media futures. (For more details about the most popular material featured on Warc in 2012, click here.)

Five of his 12 areas of interest revolved around mobile, and, with hindsight, it is safe to say that 2012 was a banner year for the medium, as sales of smartphones and tablets soared across the globe.

His other predictions included the growing automation of media buying, which remains a major shift reshaping the industry. In addition, Calladine's predictions for 2013 have also now been published on Warc.

The impact of technology was a major theme across the top ten as a whole. Also appearing in the rankings were an Admap article on Connected TV and a rundown of four tech trends. The latter piece, by Scott Seaborn of XS2, described the emerging climate as both "hyper-connected" and "mobile-directed".

Similarly, another member of the top ten, by Belinda Beeftink of the Institute of Practitioners in Advertising, looked at multi-screen consumer behaviour, and drew on data from the IPA's Touchpoints 4 survey.

Social media was a recurring theme, too, thanks to articles like that analysing the key trends in social media and an Admap paper questioning the importance of engagement strategies on Facebook.

Data sourced from Warc