Media trends: Media fragmentation

 

Today's measures of 'vehicle exposure' will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behavi ...

This paper maps out how the media and advertising world is evolving and growing a long media tail. It refers to advertisers and how they are approaching media communications in this new world, and out ...

For years there has been talk of convergence flying around the MR industry, and this has extended to institutions such as the BBC, which is trying to focus on multi-platform content creation that brin ...

In this Forum article, Adele Gritten addresses the challenges facing the media industry as a result of the concurrent trends of media and brand proliferation, market saturation and technological devel ...

Discusses the changes in media, the growth of new channels, and how marketers and media planners are responding. Specific points discussed include: new technologies will coalesce rather than continue ...

A discussion with Joseph Jaffe, author of `Life after the 30-Second Spot'. The 30-second spot is a metaphor for traditional mass-marketing, which assumes a simple relationship between exposure and re ...

In this article, president of the ISBA John Clare outlines his vision of the future issues confronting the advertising industry, and argues that it is essential to the future of the industry that the ...

An overview of current trends in media. Six main trends are identified: 1) fragmentation, resulting from an explosion of supply against a constant demand; 2) healthy consumer spending across all media ...

This paper discusses the main issues involved when considering mixed media campaigns which, it argues, have grown in popularity due to growing media and audience fragmentation, clutter and emphasis on ...

Sheila Byfield, global director of consumer insight for MindShare, describes some of the dynamic changes (and dubious predictions) of the last 20 years. These are resulting in a consumer who is less p ...

Roderick White introduces Admap's special issue focussing on the issues facing the media business in 2005. He reviews the dramatic challenges and changes that face agencies and media owners in the lig ...

Kate Sirkin, executive v-p and global research director at Starcom MediaVest Group, argues that the traditional way of developing communication campaigns (first develop creative ideas then find media ...

In this introduction to six articles focussing on media planning the author points out the importance of identifying and exploiting media channels that touch consumers in the most appropriate way to a ...

Media fragmentation is leading to smaller, or invisible, audiences being recorded. In this article, Pete Doe, technical director of RSMB Television Research Ltd, examines some of the issues surroundi ...

Andrew Green discusses the implications of media fragmentation in the US. He points out that the number of television channels, radio stations and magazines have grown out of proportion to the time a ...

Jay Waters makes a plea for ad people to stop moaning about fragmentation of media and recognise it many opportunities. He asserts that audiences have been liberated and have vast choice which leads ...

This paper begins with the premise that the aim for any advertiser is to achieve increased advertising productivity by achieving more powerful impact at a lower cost. It demonstrates theoretically and ...

This paper presents the first cross-media results from Arbitron's Portable People Meter trial in the Wilmington Radio Metro portion of the Philadelphia DMA. Early data from the small-scale panel of 25 ...

A rough guide through some of the new broadcasting technologies (listed in Exhibit 1), in the American TV context. Two sets of technologies: 1) improved distribution (digital), 2) ways in which viewer ...

The media explosion and the fragmentation of audiences is the hardest current and future challenge for media research. New tools will be needed to support the decision-making in the process of media s ...

A review of key point and papers from the ARF/ESOMAR Audience Research Conference in Miami Beach, May 2000. Comparison with the print symposium in Florence. Areas covered included: audience behaviour, ...

If markets and media are fragmenting and consumers are becoming more individualistic and demanding, brands will have to adapt if they are to develop or maintain significant franchises. The logical co ...

Those who are investing in and promoting the development of new electronic media are making the classic mistake of looking only at the manufacturing opportunity and ignoring whether there is a market ...

A philosophical discussion of the increasing tension between the drive to create ever-larger global corporations (centralisation, rationalisation and control) and the increasing individualism, fragmen ...

Discusses how advertising is changing, with product proliferation and media fragmentation, etc. Stresses the key importance of branding (brand-linked advertising).

Brief discussion of how people will cope with media fragmentation, and implications: multi-tasking, individual tracking. Branding will continue to drive choices.

The media industry has been among the fastest growing in the US over the last 20 years as new media has emerged while traditional media continues to thrive. Advertisers can target their messages more ...

Demographic targeting is a core strategy of modern media planning and buying. It is, presumably, a powerful technique for reducing cost by directing messages to consumers who are more likely to buy. B ...

This paper demonstrates that harmonisation is no longer valid given the fragmentation and subsequent reconstruction of conventional media around a new media hub, the Internet. It argues that harmonisa ...

Surveys the current state of magazine readership research in the US. Research has moved away from being a tool for publishers to sell against each other towards addressing the key business interests o ...