Media fragmentation. Ignore new media opportunities like video at your peril
Elaine Safier andCaroline Stott Media Vision Research Limited, United Kingdom
MEDIA FRAGMENTATION
With a proliferation of new channels offering more viewing choice every day, television advertisers are finding it increasingly difficult to reach their target markets by relying solely on traditional media. This paper will illustrate the impact this greater level of choice has had on television viewing habits and shed some light on a substantial, but often overlooked viewing alternative - pre-recorded videos. Based on a new technology which measures video viewing on the...