In just three years, most of us will experience television viewing in a completely new way. Content will be available on the Internet in full real time streaming video and audio. Integrated Marketing For years, the Myers Group has reported research showing that brand and marketing executives from major advertisers were looking toward media companies to provide more marketing ideas and innovation. This growth is contingent upon new levels of interactive advertising that will compel marketers to shift budget dollars from promotions into media advertising. Marketers will narrow their media choices to those that make a connection to their viewers and readers, and that can motivate audiences to interactively communicate with them about their product or service.
Media companies have a choice.
Media sellers need to determine which strategy will be the most profitable for them. Those caught in the middle will find themselves without value in a value-based market. Traditional measures of exposure such as Nielsen Media Research will be enhanced and more detailed. Media companies that have significant multimedia assets and that offer convergent media opportunities, will invest significantly in new research products. These products will enable marketers to evaluate their media investments based on actual sales results.