Mumbai: Technology has evolved from a support system to an enabler and finally a driver of content consumption in the modern media landscape. Content and technology have become inextricably intertwined with the role of technology becoming more important in the media industry. At the Content-Tech, Ad-tech, Mar-Tech and More (CAMM) Summit and Exhibition 2022 organised by IndianTelevision.com co-powered by PubMatic and industry partner Adjust, the publishers, technology partners and marketers were part of a panel discussion on ‘managing content infrastructure to create a seamless content experience.’
The session was led by CupShup co-founder Sidharth Singh, who was joined by Network18 Media and Investments group chief technology officer Rajat Nigam, Rezolve chief executive officer – India Sunder Madakshira, Korra founder and CEO Gaurav Nabh, Yotta Infrastructure vertical business head Jollydeep Kaur, and Rackspace Technology managing director Asia Pacific/Japan Sandeep Bhargava.
Network18’s Rajat Nigam started the discussion by highlighting the constant pressure on publishers to keep innovating in terms of content. “Creativity is a continuous challenge and we need to keep being different. Society has become a co-producer of content. This has opened the field up to multiple players. Our focus is on two areas which are increasing creativity and reducing costs,” he said.
Rackspace Technology’s Sandeep Bhargava spoke about tools that help brands control costs and innovate by leveraging data. “We use the term data gravity. Similar to how a denser planet has a greater gravitational pull, the more data that you have, the more costs build up and it becomes difficult to make sense of it. At Rackspace, we have a media accelerator that helps our clients optimise data, lowers the cost of keeping data and finds ways to monetise it," he shared
The discussion veered towards technical integration in content and dos and don’ts for marketers. “My first advice is to only look at technology as an enabler. It’s not about which technology is best but how you use it,” explained Korra’s Gaurav Nabh. A lot of clients ask me why we’re missing out on NFTs, metaverse or any new technology. But the question they should ask themselves is whether this technology is relevant to their business and is generating RoI.”
Over the years the perception of technology has changed. “Technology is not just a vehicle for transmitting content but it can actually help the industry generate better insights and create better content,” remarked Yotta Infrastructure’s Jollydeep Kaur.
Rezolve’s Sunder Madakshira observed that evolving technology must also be accompanied by better metrics to understand consumer behaviour. He noted, “Earlier, marketers used to measure performance in terms of market share. Then it became share of wallet. Today, we talk about share of attention because there is so much content out there that it has created clutter. Similarly, when we talk about revenues, we no longer speak in terms of ownership but in terms of subscription.”
In a subscription economy, it’s no longer relevant to look at app downloads as a metric for success, according to Madakshira. “There’s no point if the app has become a dormant platform. The focus then should be on retaining attention,” he affirmed.
Watch the panel discussion here:
