Media Now to mediaNXT is the transition that is changing the face of the competitive media landscape and all of us at Trigg Digital are obsessed with it.
Media and Entertainment companies are used to dealing with change and yet the disrupting force of digital transformation has left some media companies playing catch up.
Their direct digital native competitors have marginalised mainstream media in most key performance metrics. Media now is a binary market of winners and losers where advertising share, consumption time and attention, is dominated by platform scale & the oligopoly of Google, Meta & Amazon. For context, even the success of streamers like Netflix, with projected ad income of $10BN and 300,000 paying subscribers who continue to double down on data to differentiate and diversify, occupy 1% share.
This leaves powerful and influential media brands with pre-digital legacies forming the long tail – resiliently retaining relevance, as they fight for a shrinking slice of the ad-market pie, and even less attention share in a digital first world.
But Media Now isn’t dead, it’s just evolving. Evolving to a new smarter media model, with new players, pushing the definition of media, where organised owned data assets are defining their difference to delight and diversify. Sporting bodies like F1 are reimagining how they engage consumers better with their content globally. Football clubs, like Tottenham, are enhancing their fan’s content experience in real time and extending time spent with the content. Media now is a blurred landscape of opportunity as technology enables new consumer centric thinking for all players in the cyclical supply chain.
However, by far the best poster child for mediaNXT’s phase of growth is the explosive entrance of retail media, on target to gain a projected 20% of ad market share in 2025. With e-commerce and loyalty data converging retailers have been quick to capitalise on standing up new high margin capabilities to create their owned and operated ad networks – seamlessly combining transactional and customer data to customer journeys and touchpoints – both digitally, in store and through the path to purchase.
This incredibly potent recipe for success is a win for all…
This is why this channel is approaching a $100BN market with potential to be 3x by 2026, as the model gets picked up by adjacent sectors like Travel (Uber) and Finance (Chase) who are proactively leveraging their data assets to seize their share of a high profit market – open to all with scaled data.
At Trigg, we call this transition Media Now to mediaNXT – a future where data-driven media strategies extend beyond retail to multiple verticals. Whilst traditional media players now continue to turn to our media specialist team, retailers and other vertical brands are increasingly turning to us to stand up their Salesforce capabilities to ensure they compete faster and further as their retail media network deploys.
We’re obsessed with this transformation journey from Media Now to mediaNXT and it’s why our team of highly experienced media, retail and Salesforce experts are doubling down on our retail media client wins from FY25 and are leading the partner network with this as our primary go-to-market (GTM) value proposition for FY26, and beyond.
