Mobile apps are the future of media
Rob NormanGroupM
A complete reversal of multichannel audience fragmentation may be on the horizon. An app ecosystem of 50 apps could become the dominant gateway to media consumption, with a return to media planning and buying at scale.
This article considers the expanded role of media channels in marketing, from communication delivery mechanism, to a new role as part of the transaction chain. More radically, it describes a scenario in which apps succeed channels and websites as the principal gateway to screen time and consequently the end of fragmentation as we have...