As media morphs and fragments, and as content creators become more adept at maximizing the reach of their content across platforms, the basic business model is changing for advertisers. Mindshare has embarked on an ambitious and fascinating study on the emerging Media Multiverse and how consumer usage is impacting the major entertainment franchises.
Advertisers need to think about the ecosystem of the major franchises. If you have a core group of millions of fans who are engaging with a franchise in eight to twelve different formats over the course of time, there are implications as to how we message when there are advertising opportunities.
Read the whole piece in MediaVillage.