Media and consumers: Media and technology, new media

 

Marketers often rush into new media campaigns without sufficient planning, while clients mistakenly believe that online campaigns are ‘free’. The ten key mistakes that lead to new media campaign failu ...

There are three key trends are shaping the media environment: unlimited content; better technology; and increased speed of change. These trends are forcing most companies to re-examine their business, ...

WARC Online's US Editor, Geoffrey Precourt, reports on the publication of the 2009 DeSilva+Phillips M&A Report. The latest annual study from the New York-based media investment banking firm strongly s ...

This article discusses the most influential digital trends of 2008. The first of these is the continued rise of Facebook and other social networking sites such as MySpace. These two services alone had ...

In the first of a series of regular dispatches, Geoffrey Precourt, WARC Online's US Editor, sums up the chill warning from the US conference circuit during 2008, which has seen WARC reporting from ad: ...

The global advertising economy has been experiencing two simultaneous shifts. The first is a weakening in traditional media outlets, which is part of the normal economic cycle; as mature markets have ...

This article argues that top media executives, when they really bare their souls, have some deep concerns about Google and other new technological approaches to communication. Google claims to have no ...

Assessment of global reactions to the Internet by TGI show that early adopters of the technology adapted the Web to suit their needs, and their lives are now strongly influenced by what is happening o ...

This article describes ImMEDIAte Futures (IF), which investigates how consumers use and interact with communications channels and touchpoints. Marketers must listen to consumers, and can no longer con ...

Digital technology is breaking old models of new product adoption. Successful formats create platforms where other formats co-exist, and which develop like ecosystems. Adoption is thus no longer linea ...

Online behavioural targeting can be defined as tracking consumers' website usage so as to deliver relevant advertising. Marketers are excited by the prospect of building up a detailed profile of a cus ...

The number of digital media outlets continues to proliferate at a seemingly inexhaustible rate, but according to new evidence, the time consumers spend with media is declining for the third successive ...

In this article, WARC Online's US Editor Geoffrey Precourt details some of the main points from the first day of the Ad:Tech Chicago 2008 Conference. The first area discussed is the importance of tech ...

This article summarises five trends that are likely to reshape the media industry in the near future: geosynchronous (location-based) targeting, where marketers will be able to direct advertising to a ...

As digital media become more mature, a wide variety of consumer behaviour patterns and potential digital revenue sources are revealing themselves. This article looks at these trends drawing on the fin ...

This article argues that the analogue model of marketing, based on mass TV, is broken; the rise in demand for airtime, increasingly narrow target audiences, and the increase in number of ways to avoid ...

This article discusses how new media are spreading in China and being harnessed by leading advertisers. TV still takes 70% of media spend in China, but expenditure on digital platforms is expected to ...

Newspapers are witnessing declining circulations and advertising revenues, and are facing the same kind of 'disruptive innovation' which has been witnessed in every sector from retail to the auto sect ...

The advertising model has traditionally been based on giving people content which they pay for with their time and attention. Digital media technology means that audiences are becoming less captive; r ...

This short article discusses research published by IBM's Institute for Business Value carried out in five countries, covering a range of topics from media exposure and device ownership to advertising ...

In this article, Kevin Roberts, the chief executive officer worldwide of Saatchi & Saatchi, looks at how the newspaper industry can reinvent itself. He argues that consumers now frame the discussion w ...

In his regular posting from Madison Avenue, Joe Mandese discusses some findings on media usage revealed by the annual VSS Communications Industry Forecast. This not only shows that advertising's role ...

This paper analyzes the current position of Latin Americans regarding the changing technological environment and their access to new communication media. Economic disparity among social groups makes p ...

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 ...

Digital technology is growing at an explosive pace, and today, the penetration rate of mobile communication devices, and the carriers' revenue generated from voice calls, has reached a saturation poin ...

Teenagers are often described as insatiable consumers who are at the forefront of the development of media and communication. However, there are other sides to the story. Always being connected and av ...

How can organizations influence consumer engagement in the converged world? This paper highlights a variety of opportunities to promote UK consumers' engagement with digital communications services. A ...

The emerging media channels do not make traditional media dispensable - they add new tools to the box. The secret of successful marketing is to use in balance whatever media are necessary, old as well ...

The ease with which consumers can now avoid television advertising is driving a proliferation of new media channels as well as shorter commercials (discussed). The danger is that this will devalue adv ...