Recently, we have seen newspapers actively utilize digital TV production companies to focus on brand licensing while radio owners are expanding live event programming.
For example, the deputy media is improving its programming capabilities through the newly announced acquisition of Pulse Films.
This move is accompanied by rolling
The new 24-
Hours of cable channels, VICELAND, on an international scale.
These campaigns have all demonstrated one of the biggest trends in changing the media industry-the growing lack of isolation of media owners.
This is caused by many factors.
Agencies are busier than ever, and media owners are welcome to work together and join their remittances to bring them more innovative, complete ideas.
A richer media environment has attracted partnerships;
Technology is creating new opportunities.
We know that different media have both benefits and limitations,
Fertilization can provide more powerful and influential solutions. Out-of-home (OOH)
May be the most traditional advertising medium,
Fertilization is particularly prescient.
Although static outdoor lack of immediacy, and always need two
A one-week time frame for content to achieve maximum results, it produces a strong long-term
Absorption of consumer terms.
When applied with a newspaper, for example, to a movement intended to have an immediate impact, the results are amplified and present for a long time. Digital OOH (DOOH)
On the other hand, it is more short-lived, but also particularly flexible and works very well with other media.
One example might be if a brand wants to compete beyond existing customers and share the results on the DOOH screen.
For example, newspapers will be able to target millions of people, make them aware of the competition in print and outdoors, and provide instructions on access.
As newspapers and their online platforms encourage dialogue around competition, social media may be further integrated, while screens may amplify competition, such as by displaying tweets.
This opportunity encourages the expansion of the outdoor business from traditional areas of expertise to connect with mobile, technology and data companies.
At Primesight, for example, we have recently partnered with Proxama and its beacon technology platform TapPoint, which will enable us to carry out mobile close-up activities across the real estate space.
This means that advertisers will be able to interact with consumers without the need for them to download specific applications.
We have been exploring new technology options for some time and have introduced them into customer work to help them achieve more dynamic activities.
Last year, Lucozade, in collaboration with Primesight, Mediacom and gtn uk, leveraged TV, radio and outdoor, launched the "Find your flowers" campaign to target drivers
We used the digital signage software for the digital roadside network from BroadSign to synch Primesight, as well as the radio schedule for Lucozade.
When the car passes through our billboard while playing the radio ad, the billboard becomes a complete Billboard
The ruling ad of Lucozade.
The event was the first time in the media and achieved impressive results, with 79% of the target audience experiencing the full event and 63% considering buying Lucozade as a result.
These multimedia activities pose new challenges for businesses as they need to operate outside of traditional specialties.
They also raised the question of how revenue should be distributed as media owners want to gain a larger share.
The industry needs a longer term approach to partnerships to ensure a fair share for all parties and to continue working together in the future.
But the benefits outweigh the potential challenges.
What is really exciting is that they encourage real cooperation, strengthen relationships across the industry and generate the Foundation --
Break the movement.
I look forward to further cooperation in the media industry to bring greater and bolder work to our customers.