The WARC Podcast All change: is media facing an existential crisis?
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Jul 29, 2025 Brian Morrissey, founder of The Rebooting and media commentator, dives into significant changes in the media landscape. He discusses the disruptive impact of AI and the challenges facing traditional media amidst the rise of tech giants. Morrissey emphasizes the importance of innovative revenue models for publishers and the role of branding in a crowded digital space. The conversation also highlights sports media's evolution, focusing on women's sports and athlete branding, illustrating the need for publishers to adapt in this tech-dominated era.
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Cannes Reflects Media Industry Shift
- Cannes Lions has transformed from an advertising creativity festival to a tech-dominated event reflecting media shifts.
- Traditional media incumbents have receded, while tech companies dominate Cannes and shape the industry landscape.
Performance Marketing Dominates Media
- Performance marketing has taken over the advertising industry, moving focus to bottom-of-funnel metrics.
- Traditional brand marketing now struggles against data-driven, AI-powered customer acquisition models.
Traditional Media’s Pincer Pressure
- Traditional media faces pressure from ad tech’s data dominance on performance outcomes and creators on culture.
- They get squeezed between tech firms’ outcome delivery and individual creators’ stronger audience ties.