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BFD Expert Voices - Media Deals

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Media organizations that hone in on their strengths 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. CMO Jenny Wall touted a 1400% year-over-year growth in measurement and currency solutions, transacting $1.3 billion in ad sales.

"We're not saying we're going to take over Nielsen, but at least little by little it's a multi-currency world and we want to keep it that way," Wall said.

One reason for success, Wall said, is VideoAmp's focus on Big Data products, which allows ad buyers to view results sooner than panels. "We're a tech-first company versus a research-first company," she said, referring to VideoAmp versus Nielsen.

The bottom line: Strong media businesses are good storytellers.

Media leaders dispel myths with data

Strong media businesses are good storytellers.

Four women sitting in chairs in front of a screen that reads "The State of the Media Industry: Navigating Disruption"

(L to R) National CineMedia CMO Amy Tunick, VideoAmp CMO Jenny Wall, DailyMail.com CRO Linda Villani and Axios reporter Kerry Flynn onstage. Photo: Courtesy of Sammy Jordan

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Media leaders dispel myths with data

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