“Digital” and “traditional” advertising are not mutually exclusive or in competition with each other- but all form part of the evolving mix of advertising options and revenue streams being targeted across the industry.
Multichannel networks (MCNs) are a new generation of online video aggregators, mostly ad-funded and delivering low-cost user-generated content (UGC) to niche groups of consumers worldwide. Gaming and music videos are particular areas of focus.
A combination of rapid change and advancing globalisation has triggered a surge in collaboration across entertainment and media— with the initial goal of bearing down on costs being replaced by a focus on driving revenue-generative innovation.
The most valuable assets any entertainment and media company possesses- it's 'crown jewels' are its content. If they're stolen, compromised or used inappropriately, a business risks significant lost revenue and deep damage to its reputation and future revenue potential.
The format and technical characteristics of digital music made it the first segment of entertainment and media to encounter the full force of digital disruption- and it looks set to be the first segment to emerge with a next-wave digital value chain.
The growth of the aspiring middle class with rising disposable income is a global phenomenon. But the media and entertainment demands, tastes and buying patterns of these consumers vary widely from market to market.
The explosion in digital/mobile communications and social media is driving an upsurge in the number, influence and revenue potential of the 'super-fans' who are the most passionate consumers and advocates of entertainment and media content and brands.
As entertainment and media companies increasingly cross traditional boundaries to compete in each other's core area, the race to achieve relevancy to the individual consumer and a greater share of lifetime value is expanding across all industry segments and into other sectors.
Consumption of entertainment and information is shifting from print media and large, static screens to hand-held ‘second screen’ devices such as smartphones and tablets – and advertising spend is following suit.
As publishers migrate their content and advertising online, many are wary of using programmatic ad trading, as they fear it could devalue their overall ad offering and drive rates and margins downwards.