Planning around emerging platforms: "The digital jigsaw"

Duncan Southgate

In his MAP 2010 presentation, Duncan Southgate, global innovation director at Millward Brown, offers advice on how brands can negotiate the fragmented media landscape.
Southgate unveils new research showing that gaining a viral video "hit" is unlikely to happen and that few brands gain many followers through their official social media accounts. Southgate also highlights Millward Brown's own method for predicting future viral successes. Meanwhile, mobile marketing is predicted to grow in future; however, Southgate suggests use of online video might decline. No single digital channel is seen as a "silver bullet" solution....

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