Contents:
This insightful and timely volume provides a thorough review of current concepts and industry practices, and serves as an essential primer for the application of business models in media contexts. As a realistic and integrated approach to media industry studies, this volume has much to offer researchers, scholars, and graduate students in media economics and management, and will be an important reference for industry practitioners.
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To learn more about Amazon Sponsored Products, click here. Last year, there was a palpable sense of change when it came to the relationship between advertisers and digital giants Facebook and Google. Amazon Drive Cloud storage from Amazon. But the relationship between publishers and the digital duopoly is also set to change. A new industry measurement system, Audience Measurement for Publishers AMP , will be implemented later this year, which publishers hope will lead more brands to reconsider the medium and lead it to become more closely aligned with news brands. Tom Fishburne is founder of Marketoon Studios. Share your thoughts with other customers.
Try the Kindle edition and experience these great reading features: Customer reviews There are no customer reviews yet. Share your thoughts with other customers. Write a customer review. Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway. Digital spend for magazine brands, however, increased 0. It is therefore unsurprising that the magazine industry wants to shout louder about its ability to drive sales and brand trust across different platforms, including digital.
A new industry measurement system, Audience Measurement for Publishers AMP , will be implemented later this year, which publishers hope will lead more brands to reconsider the medium and lead it to become more closely aligned with news brands. The system will provide advertisers with de-duplicated reach and frequency for magazine brands across all their platforms mobile, tablet, PC and print , to show how audiences move between platforms and increase the number of brands across digital platforms.
Due to the measurement data being verified by a third party, Wildman believes the new system will convince advertisers to invest more in magazines instead of other digital platforms. The advertisers we speak to are voicing ever-clearer concerns around things like measurement, and we will soon have a gold standard measurement system in place.
Addressable TV has admittedly been around for a number of years, allowing advertisers to show different ads to different households while they are watching the same programme. But it is set to skyrocket in And with marketing budgets coming under increased scrutiny, brands are ever more keen to prove the ROI on their activity.
Television was traditionally for big brands, but addressable TV has made it available to smaller advertisers. When you go beyond that as a capability, it gives TV much more flexibility. There is clearly a lot of value in high quality content, and so you have to spend more on it. But there will be less margin for error for big budget failures. Yet concerns around declining advertising spend remain.
West admits that consumer behaviour has been changing rapidly, which is why Sky has looked to respond by making its content available on every possible channel. He insists TV can stand its ground — as long as it keeps investing in quality content.
With Netflix and Amazon posing an ever-greater threat, TV is undoubtedly facing a challenge to keep attracting eyeballs. Bloxham says the more traditional players can at least slow the transition by investing in their own platforms and prioritising high quality content. Only that way will they protect their revenues. Last year, more marketers were predicted to align their mobile marketing strategies with out-of-home OOH campaigns.
This time around, programmatic is making a big splash. Media agency MediaCom recently launched an automated trading desk, which will allow advertisers to purchase digital out-of-home DOOH advertising programmatically. Historically, DOOH buyers have purchased advertising manually, with the ability to buy ads off a 27, strong data set route. The new automated technology supposedly allows brands to reach an audience more flexibly, taking insights from roughly 55 million data points including geo-location.
The campaign has data at its core, which identifies the best times to be live across each screen. The creative will also feature bespoke messaging by city and even specific locations. We should separate out what people think about programmatic in display versus the medium itself. Although the value for money of digital media was severely scrutinised in , it is still possible to buy online ads effectively as long as you observe these caveats.
If media agencies do not give clients what they want, they will vote with their feet and take media-buying in-house.