1 / 16

Multi-Media and Cross-Platform Integration

Multi-Media and Cross-Platform Integration. Chapter 13. 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. What is Multi-Media and Cross-Platform.

lisbet
Download Presentation

Multi-Media and Cross-Platform Integration

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related