In Singapore, our team’s arrival was greeted by rain, as though the city itself aimed to refresh our experience at the World Media Intelligence Congress 2023. From presentations and panel discussions to engaging round table talks and a fabulous gala dinner, the congress proved to be a goldmine of value and a treasure trove of connections for media intelligence professionals.
Congress Overview
The World Media Intelligence Congress is an annual event organised by FIBEP, which provides a platform for industry experts, practitioners, and stakeholders to come together and discuss current industry trends and challenges and share best practices.
The main topic at the #WMIC2023 was a vital one: how to future-proof your media intelligence. The program was well crafted, ensuring each session was as engaging as the next. We at Ruepoint, as a proud member of FIBEP, had the opportunity to take home not just invaluable knowledge, but forge new connections and rekindle old ones.
Live Episode of Media Intelligence Explained
Vladimir Petkov and I were excited to record a live episode of our “Media Intelligence Explained” podcast, in front of such a vast audience and with the valuable input from Aseem Sood, CEO of IRM. The topic was the future of AI, and Aseem raised the question of whether AI should reflect the biases in our current world or strive for a fairer representation of the world we hope to create.
He also emphasized the need for a balance between automation and human expertise. According to him, while basic tasks like creating reports and newsletters can be automated to some extent, there’s still a crucial role for human analysts who understand their clients’ specific needs.
Media Panel – the Future of Media
While we are not fortune tellers, I think Oresti Patricios of Ornico Group, Koos Hussem of X-CAGO, Raphael Quisumbing of Media: Track and I had a pretty good talk on what the future of media holds as younger generations are becoming a larger part of today’s consumers but are distrusting towards traditional media, ads and content that seems too polished and non-authentic.
As a person fascinated by the influence and evolution of social media, I had a presentation in which I presented statistics of the current state of different channels and their estimated growth in the future.
4 Key Takeaways About Social Media:
1) Facebook usage among teens has dropped from 71% in 2014-15 to 32% today. And one of the main reasons for that might be obvious – kids don’t want to be on the same app as their grandparents.
2) YouTube is the most used platform, with 95% of teens using it. We can give credit to the YouTube algorithm for suggesting relevant videos even from less famous creators, which allows users to explore a large amount of content with minimal effort and encourages creators to continue investing time in YouTube.
3) 47% of the Gen Z online population in the U.S. are podcast listeners. One in three has made a purchase after hearing it advertised in a podcast. However, surveys show that podcasts are used mainly as a way of relaxation and escapism, which should be taken into consideration while targeting your podcast ads.
4) TikTok is the #1 search engine for more than half of Gen Z, due to the fact Gen Z’s are visual learners. The rapid growth we have seen from TikTok shows no sign of slowing down and is expected to reach 1.8 billion users by the end of 2023.
Noteworthy Panels That Made Us Think
Here’s a peek into some of the intriguing discussions we were part of:
Alchemy for Success
Amrita Sidhu of Medianet moderated a panel about the intricate process of blending leadership, change management, technology, and culture to achieve targeted business outcomes. Alberico de Nardis of LoopMe underlined the importance of a holistic approach to business growth and stability.
AI and Copyright
The session brought together Andrew Hughes of PDLN, Thomas Vejlemand of Infomedia, Bruce Davidson of Mediality and Christopher Dickens of Onclusive, to discuss the challenges of AI for the reputation intelligence industry. Concerns such as ethical & cost limitations, data bias, inaccuracy, and overreliance on automation were addressed, highlighting the importance of human oversight in AI usage.
Voice of the Brand
The panel, moderated by Natan Edelsburg of Muck Rack, saw Asha Philips, formerly of Meta, Nick Leong of DHL, and Eunice Seow of TDCX sharing insights on brand communication. Asha emphasised the need for a consistent brand voice across platforms, asserting that every interaction shapes brand identity and is crucial for long-term success.
Wrapping Up
While three days might not seem like a long time, at the World Media Intelligence Congress 2023, it was a full and enriching experience. With Singapore’s stunning surroundings and the clever discussions inside, it was truly unforgettable. Connections were made, knowledge was gained and shared, and now our team is back, eager to incorporate all the insights.
But let’s not think of this as an endpoint; it’s only the beginning! We invite you to join us in an ongoing conversation about measuring success and showcasing the impact of your dedication.
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