Media organizations that hone in on their strength can overcome the ongoing disruption of audience fragmentation.
Why it matters: Convincing, data-supported narratives are increasingly crucial as digital platforms acquire a greater share of ad dollars.
What they're saying: "The movies are always dead — the invention of TV, the invention of the VCR and then streaming came. ... How do you dispel the myth? The data," National CineMedia CMO Amy Tunick said at a panel Kerry moderated for Kite Hill PR's Women in Media series last week.
"73% of adults ages 18 to 49 are going to the movies this year. The numbers are just massive," Tunick said.
Zoom in: National CineMedia, an ad network for movie theater screens, emerged from Chapter 11 bankruptcy last August. Tunick's pitch for ad buyers is audience attention, which was validated last year in a Lumen study.
"Attention metrics ... in a fragmented world has become a really valuable currency," Tunick said Thursday.
"Reasons include the size of ads on theater screens and a proper mindset to be entertained and engaged after having paid for a ticket, said Tunick.
Meanwhile, DailyMail.com embraces social platforms for audience growth while luring people back to its own ad-supported website by keeping the majority of its content there.
The news outlet publishes 60 articles a day on Snapchat. But it posts more than 1,500 articles, 10,000 pictures and 2,500 videos every day, DailyMail.com CRO Linda Villani said.
The company has experimented with building and growing topic-specific audiences on TikTok with accounts for pop culture, sports and gaming. It has more than 10.4 million followers.
"We test things, and when they work, we really keep a focus on it," Villani said.
Nielsen competitor VideoAmp has started to gain market share in media measurement...
