The latest column from the
Hollywood Reporter's Diane Mermigas also talks about traditional media's transition to new media, but she stresses that the success of this transition hinges more on
companies' ability to acquire and use consumer analytics than on the buying or aligning with Internet and other new media properties. Utilizing deeper user data is imperative to the future of both
advertising and publishers' business models, she says, primarily because today's media-savvy consumers are able to simply tune out marketing initiatives that they don't find relevant. Instead of
spending a ton of money producing mass media like movies and television and then marketing the hell out of their products, media companies in the future will have to know their audience and know what
appeals to these consumers. Google, as ever, is on the right path by assisting advertisers through the offering of a free analytics tool that will help them track how, when and where consumers use any
Web content and advertising.
Read the whole story at Hollywood Reporter »
