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Multi-Media and Cross-Platform Integration

Explore the definitions and considerations of multi-media and cross-platform integration, highlighting key players in the industry and historical developments. Learn about government regulations, media companies, and big marketers driving the evolution of media planning.

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Multi-Media and Cross-Platform Integration

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  1. Multi-Media andCross-Platform Integration Chapter 13

  2. Multi-Media &Cross-Platform Integration • What is Multi-Media and Cross-Platform • Definitions • Considerations • Brief history • Who are the key players • Government • Media companies • Product marketers

  3. What is Multi-Media andCross-Platform • Multi-Media is simply media plans or media buys using more than one media vehicle • Cross-Platform is multi-media accomplished within ONE media company

  4. Key Considerations inCross-Platform Planning • To be effective the media must be: • Properly targeted to the right marketing audience • Flexible with regard to timing and geography • Effective at delivery of communications, either Reach or Frequency as needed • Cost efficient and cost effective for the plan budget

  5. Cross-Platform Motivations:Buyers and Sellers • Marketers (Buyers) look for: • Lower prices for large-scale buy commitments • Improved audience access through multi-media exposure and value-added activities • Leveraged support for themed marketing efforts • Media Companies (Sellers) look for: • Incremental advertising dollars • Improved share of ad dollars • Best case can be win-win for both marketers and the media

  6. Cross-PlatformHistorical Perspective • Media companies sought to offer other media exposure rather than negotiate price discounts • Then bigger media companies employed sales people specifically to multi-media opportunities • Then big marketers sought out multi-media deals

  7. Key Players inCross-Platform Integration • Government and law makers • Media companies • Marketing companies

  8. Government’s Role inMedia Development • Early de-construction of the media • 1941 FCC “Report on Chain Broadcasting” led NBC to sell-off its “Blue” network which later became ABC • 1948 The Paramount Decree limited studio ownership of movie theaters • 1970 FCC Financial Interest and Syndication Rule (Fin-Syn) limited TV ownership of TV program production • Deregulation leads to new rules • 1996 Telecommunications Act opened up the media industry, but still capped at 35%

  9. The Biggest ofThe Big Media Companies • Time Warner $34B media revenue • Comcast $22B • Walt Disney $17B • News Corporation $12.6B • NBC $12B

  10. A Time Warner Primer • Total media assets including television networks, cable TV networks, cable TV systems, consumer magazines, online services, book publishing, movie & TV production, music, entertainment venues, and retail outlets

  11. A Comcast Primer • A subscriber-based business model • Total media assets including cable TV networks, cable TV systems, and sports franchises

  12. A Walt Disney Primer • Total media assets including TV networks, cable networks, radio networks, TV stations, radio stations, consumer magazines, book publishing, movie & TV production, music, entertainment venues, retail outlets, sports franchises

  13. A News Corporation Primer • Total media assets including TV network, cable networks, radio networks, TV stations, radio stations, newspapers, internet space, movie & TV production, and music

  14. An NBC Primer • Total media assets including TV networks, cable networks, TV stations, TV program syndication, consumer magazines, movie & TV production, music, entertainment venues

  15. The Biggest of The Big Marketers • Procter & Gamble • Leading advertiser in America • 83 unique brands • Several high-profile cross-platform deals including on of the very first with Viacom in 2001 • Kraft • Big umbrella brand names • Large scale deals with Time Warner and Viacom • Unilever • The largest global advertiser • Deals in the US and possibly global in the future

  16. Summary • Definitions and considerations on Cross-Platform media planning and buying • Key players and the role of each • Government actions and rulings that made a difference • Big media companies and big marketers

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