The industry has had to move, adapt and evolve at lightning speed – especially amid economic hardships and unforeseen industry events. The last 12 months have brought immense change and growth. Now, imagine the next five years. There will no doubt be a shakeout in terms of which services survive, and the current media-verse may one day be seen as a distant relic.

Industry leaders came together to discuss how they think the evolution of media will play out, what it will take to maintain mass appeal, and which formats will attract ad dollars. The business is in transition, our roundtable aims to predict where it’s headed next.

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Richard Fofana, EVP strategy, UM: I think “mass” is another word that we need to relook at the definition. When I hear the word, I think of specific channels, but I think we need to move away from “this channel does this one job and this channel does another.” But, to your question, what’s “mass” going to look like in five years? It’ll still be where the eyeballs are. However, the idea of getting all of this done in one shot, well, those days are gone. Can we get mass by precision targeting en masse? We are going to need to be more nimble about how we connect with consumers. And that’s going to require a little more complexity. But I think that’s something we should prepare to embrace. This is an opportunity for us to allow ourselves to live in a world where that complexity is part of how we operate, as opposed to trying to find ways that are simple or are a single solution.

Read more in Media in Canada.