Latest news with #NewsMediaUK
The Star
24-04-2025
- Business
- The Star
Print Media emerges as digital detox among younger people, says UK media advisor
PHOTO: FAIHAN GHANI/The Star KUALA LUMPUR: Print media has emerged as a valuable avenue for digital detox and in-depth engagement with niche audiences, such as the younger generation, says International Media Advisor of News Media UK Mark Challinor (pic). 'Young people are using print as a detox from their devices and are sitting back and reading a magazine or a newspaper,' he said in a session on 'Advertising Trends: What to look out for throughout 2025' during the WAN-INFRA Digital Media Asia 2025 on Wednesday (April 23). He said print media allows brands a deeper relationship through curated content and is part of an omnichannel strategy. 'The London Evening Standard told me that their print product now serves as a showcase to their other platforms, and it remains an important part of their product mix,' he said. He added that in the realm of advertising, attention has become the new currency, and content performance analysis should be centred around this concept. 'News media that use striking imagery and compelling messaging might capture the attention of a casual reader, ensuring that he or she focuses on it,' he said. New creative immersive ad formats, added Challinor, are highly relevant and AI-influenced, which, when added to first-party data, can lead to more personalisation, context and better measurement. Sue-Anne Lim, CEO of Universal McCann Malaysia, shared how generative AI is reshaping advertising strategies and audience engagement. She highlighted how artificial intelligence is evolving beyond functionality into emotionally intuitive engagement. 'Conversation is the new UX (user experience). "AI is now able to detect feelings, emotional states and intentions through word choice and intensity. 'In some instances, it even outperforms humans in emotional comprehension,' she said. Sue-Anne added that with generative AI capable of understanding user intent beyond literal keywords, advertisers can now reach the right person, at the right time, in the right place and with the right motivation. She also proposed a shift from the creator economy to a curator economy, where authenticity and discernment take precedence over scale and speed. 'The future of advertising lies at the intersection of AI and truth. Every time we think AI has reached its limit, it surpasses it. 'We must be proactive curators of authenticity in a world where synthetic content is increasingly indistinguishable from the real,' she said. Christian Haneborg, chief commercial officer of Schibsted Marketing Services in Norway, said that artificial intelligence is poised to outperform humans in the affiliate model for publishers. 'It's fundamentally a matter of calculation. 'It will be purely AI play or digital data play when it comes to affiliates in terms of content creation,' he said when asked about the role of AI in the affiliates model for publishers. He added that AI will play a pivotal role in determining not only the type of content produced but also the optimal mix of monetisation channels—whether through advertising, subscriptions or affiliate links.
The Star
23-04-2025
- Business
- The Star
Advertising isn't dead, it is evolving
Photo: AZHAR MAHFOF/The Star. KUALA LUMPUR: Advertising is not facing extinction—it is evolving rapidly, say media industry leaders. Speaking at the 'Is Advertising Dead?' plenary session during the Digital Media Awards (DMA) 2025 on Wednesday (April 23), Mark Challinor ( pic ), international media advisor for News Media UK, emphasised that advertising can still thrive if approached with the right mindset and tools. 'Advertising success now hinges on a fundamental shift; leaving behind outdated rules and embracing a technology-driven, customer-centric model. 'There are wonderful opportunities in advertising with Artificial Intelligence (AI), allowing for more precise targeting of relevant and new audiences,' he said. Challinor added that media sales teams and advertisers need to embrace innovation, prioritise customer experience and privacy, and adapt to the evolving landscape. 'The future of advertising lies at the intersection of emerging technologies, ethical standards, and shifting audience expectations,' he said. Echoing similar sentiments, Marcelo Benez, Chief Commercial Officer of Folha de said publishers and advertisers to view changing consumer habits as an opportunity. 'In the past, people read the newspaper every day. Today, they read it all day long. 'This is the new reality,' he said. Benez added that modern audiences demand more engaging, emotionally resonant advertising. 'Brands that can evoke emotion, spark thought, or generate buzz are more likely to achieve lasting impact. 'Audiences are becoming increasingly selective about what they engage with—and where it comes from,' he added. Challinor also noted that success requires more than just strategy—it requires talent. 'We need solutions-based sales teams and staff with strong technical competencies like digital literacy, proficiency in navigating digital platforms, keeping up with emerging technologies and trends, ability to analyse and interpret data. 'That's how we show we're creative, trustworthy, and in tune with our audience.' Organised by the World Association of News Publishers (WAN-IFRA), DMA marks its 17th edition this year since its inception in 2009. The session examined whether advertising is truly in decline or poised for reinvention, highlighting how publishers can still capture a share of the projected US$818bil in global ad spend in 2025, as forecast by Dentsu.
