Asia's content revolution: Opportunities for brands and broadcasters

Low Lai Chow

One of the keynote topics at the SES Conference in Singapore was the rapid change in media consumption behaviour, and what that meant for both advertisers and content owners.

"This is very much a multi-screen universe now, with our increasing reliance on mobile devices, tablets especially, for long- and short-form content," said Don Anderson, Fleishman-Hillard's Senior VP for Strategic Digital Integration.

Anderson, moderating a keynote panel of industry experts, cited the findings of an October 2012 report by eMarketer – which showed that media consumption rose among US adults from 2009 to 2012 – and pointed out that audiences are now dispersed across multiple screens as they stream TV content onto smart devices and computers.

"Time spent [on media] is actually increasing, but there are dramatic shifts across other screens, such as online streaming and mobile… the mass audience accustomed to appointment viewing is long gone."