Media organisations struggling with automation and system connectivity

Media organisations need to adopt a more structured approach to leveraging data, automating tasks, and connecting systems, according to a Mediagenix’s M-Connect survey.

Providing an in-depth analysis of the media industry’s current state of maturity in the critical areas of data-driven decision-making, automation, and system connectivity, the survey highlighted that 55% of media organisations are still in the early stages of effectively integrating these strategies.

In relation to data-driven decision-making, 49% of respondents are either sporadic or ad-hoc in their use of data-driven strategies. The report found that leveraging data enabled media companies to make more informed and quicker decisions on content acquisition, scheduling, and monetisation. The average score was 2.6 out of 5, indicating limited integration of data into current processes.

Whilst there has been significant interest from media industry stakeholders in AI and automation for content workflows, many have not leveraged this technology effectively. A significant 67% of organisations lack structured approaches to automation, scoring an average of 2.3 out of 5. Only 33% had developed a deliberate strategy to automate core processes, highlighting a major opportunity for improving efficiency and reducing operational errors.

To enable faster and more accurate content decisions, and reduce manual tasks media companies need to facilitate real-time data flow across their organisations. However, 48% of respondents reported limited system connectivity, which prevented streamlined workflows and real-time data sharing. With an average score of 2.6, many organisations are still struggling to achieve full integration across their systems, despite the availability of advanced cloud-based solutions.

Ivan Verbesselt, Mediagenix’s Chief Strategy & Marketing Officer, said, “Mediagenix is committed to supporting companies on their journey to becoming more smart, streamlined, and connected.

“Our collaboration with industry leaders has revealed that the path forward requires investing in tools and strategies that enhance visibility, reduce redundancies, and enable more agile decision-making. These are the key drivers of our solutions orchestrating the content life cycle as a lean set of collaborative workflows around one source of truth.”