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2015 was another transformative year in media, as TV and digital convergence accelerates and the longstanding consumer habits continue to be upended. While the media landscape is often described as growing increasingly ‘fragmented’, a more accurate description might be that it’s becoming increasingly interconnected, with consumers seamlessly accessing content across more screens than ever before. The lines between desktop, mobile, TV and film are beginning to blur as the various platforms are often more distinguished by differences in use case than by the underlying technology. As a result of this changing landscape, there are a new host of issues and solutions facing marketers and publishers, such as how to effectively advertise across these platforms and how consumers’ purchasing behavior is shifting over time.
Consider some of the key trends shaping the cross-platform media landscape in 2015 and what they suggest about the future. This was the year that:
In this report, we will examine some of the most important sectors of the cross media ecosystem to show how the landscape has changed, who is leading the way, and what it all means for the year ahead – and beyond. It is an exciting time in the media industry, and we hope this exploration of today’s key issues helps put the Cross-Platform Future in Focus.
Une vue dédupliquée de l’ensemble de l’audience sur ordinateur, smartphone et tablette
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