{"id":2800,"date":"2024-03-04T09:32:34","date_gmt":"2024-03-04T08:32:34","guid":{"rendered":"https:\/\/staging.aprileconsulting.com\/?p=2800"},"modified":"2024-05-14T15:54:53","modified_gmt":"2024-05-14T13:54:53","slug":"herausforderung-fuer-publisher","status":"publish","type":"post","link":"https:\/\/aprileconsulting.com\/en\/2024\/03\/04\/herausforderung-fuer-publisher\/","title":{"rendered":"The challenge for publishers"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1352px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-blend:overlay;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p><strong>The challenge for publishers Media convergence and multi-channel\ncampaigns<\/strong><\/p>\n<p>Cross-media advertising campaigns are nothing new. Advertising has\nalways been planned and implemented across different media.\nAdvertisers and advertising agencies have always used multiple\nchannels to spread their advertising message in order to increase\nreach and combine the respective advantages and target groups in the\nbest possible way. And the planning, organization and implementation\nof such campaigns has always been complex and time-consuming.\nAlthough the planning and booking tools have become much more\nconvenient over the years, new media are constantly being added to\nthe advertiser's media mix and the transitions are becoming more fluid.<\/p>\n<p>Media convergence therefore means not only the combination of\nseveral channels, but also the growing fusion of linear and digital\nchannels: TV series will be continued on the Internet, cinema films will\nend up as video games, radio programs will flow into podcasts, etc.\nAdvertising campaigns have to adapt accordingly: The simple radio\nspot of the past is becoming the dynamic \"multi-channel ad\".<\/p>\n<p>The more distribution channels and reach advertisers and agencies get\nfrom a single source and from a single contact, the less effort it means\nfor them.<\/p>\n<p>Provided that advertising management - from initial contact to billing -\nalso functions synchronously and convergently across several linear\nand digital media types. This is exactly what the market expects from\npublishers: Attractive cross-media packages that can ideally be\ncontrolled and processed within one system, i.e. via comprehensive,\nintegrated and convergent advertising management.<\/p>\n<p>As part of our consulting services, we explain how your company can\nopen up new monetization potential and gain competitive advantages\nthrough a convergent offering (own and third-party inventories).<\/p>\n<p>You can find out more about this here, for example:<\/p>\n<p><u><a href=\"https:\/\/apropos-audio.com\/2022\/03\/18\/cross-media-advertising-was-bedeutet-konvergenz-fuer-die-audiowerbung\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cross-audio advertising: What does convergence mean for audio\nadvertising?<\/a><\/u><\/p>\n<\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":12,"featured_media":2744,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30,2,39],"tags":[],"_links":{"self":[{"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/posts\/2800"}],"collection":[{"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/comments?post=2800"}],"version-history":[{"count":3,"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/posts\/2800\/revisions"}],"predecessor-version":[{"id":2953,"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/posts\/2800\/revisions\/2953"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/media\/2744"}],"wp:attachment":[{"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/media?parent=2800"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/categories?post=2800"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/aprileconsulting.com\/en\/wp-json\/wp\/v2\/tags?post=2800"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}