Davit Miró: "Knowing how to tell stories is no longer enough to work in the world of media"

29/10/2019

Davit Miró, Chief Revenue Officer of Playground, wanted to highlight the importance of having other skills besides knowing how to tell stories. He placed special emphasis on technologies: big data, social networks and ecommerce, among others.

“As media that targets a younger audience through social media, we face an audience that doesn’t want to pay”. Focusing on a target that consumes through social media forces a change in the way stories are told and financed. 

He described the Spanish advertising investment market, where television is still the media where more money is invested. But, digital media is in second place and growing continuously, it is believed that in a short time the digital media will eventually surpass television inversions. He also stressed that 94% of digital investment is advertising in video format and between 80-85% of these investments end up in the hands of the duopoly formed by Google and Facebook. 

At the beginning of 2019, Facebook's algorithm change led Playground to its first major crisis, they had to do a collective dismissal of their workers. Miró explains that "before the change, Facebook was a highway for the media, you could reach people with high speed." The contents were also different, people didn’t spend more than 30 seconds watching videos, therefore these were short and understandable without having to turn on the sound. This format worked very well for Playground: "we achieved 1,000 million monthly views," Miró said.

With the Facebook algorithm change, the audience of the media dropped by 75%, they realized that something had to change, they were too dependent on this network. Their solution was to progressively diversify the sources of traffic to their media. In 2017, 9 out of 10 views came from Facebook, in 2019 they managed to reduce this figure to 3 out of 10 visits.

Finally, he gave an advice to those present: "Being so young, start a business. The media companies of the future are not yet created and someone will have to create them. But, for that, you have to be professionally trained, especially in the world of technology."


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