Mobile apps are the future of media
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 known it. The pervasiveness of apps impacts the delivery of entertainment, communication, services, digital retailing and customer relationship management.
This article is written through the prism of the US experience, but we believe its conclusions to be relevant everywhere. It's a matter of when, not if.