onlinemediadaily reporting: One of the greatest challenges confronting the ad industry over the
past several decades has been media fragmentation, but
most agencies and advertisers typically think of it in terms of how it
affects consumers – and their ability to reach them. On Thursday, during
MediaPost’s Mobile Insider Summit here a highly regarded researcher and
analyst presented data indicating it has had a profound impact on the
number of media options advertisers and agencies must also now choose
from.
“In the 1970s, there were eight choices,” Patrick
Quinn, founder and CEO of PQ Media, said during a presentation of a new
study on mobile and social media at the summit. He was referring to the
number
of media platforms that advertisers and agencies had to research, plan,
buy and analyze the effects of when mounting a campaign to reach
consumers
with advertising.
“Today there are more than 100, and 17 from mobile alone,” he added.
Quinn
said that fragmentation of
options, and the problems it has caused in manpower, workflow, thinking
and comparing media options, is the No. challenge cited by PQ Media’s
panel of industry leaders that it surveys periodically. Among other
things, he noted, many of those platforms have entirely different ways
of thinking
about and estimating how consumers are exposed to their medium.
...
Among other things, the fragmentation and inconsistency among those platforms is creating challenging issues such as
“incompatibility” in their measurement systems and metrics, coverage issues, and user experience and ad effectiveness issues.
Even
within
a given platform that marketers and agencies may think of as a single
medium -- say mobile, as an example -- Quinn noted that there are now
“44 different revenue streams” for the various sub-components –
carriers, networks, publishers, exchanges, app developers, etc.
– that make up the mobile media industry today.
Read more: http://www.mediapost.com/publications/article/166666/ad-industry-media-options-explode-from-8-in-the-1.html?edition=42714#ixzz1kffLPZ56
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