Media monitoring – all in one place or different providers?
The advent of digital media has caused an exponential increase in the number of channels to monitor. Alongside print and broadcast outlets, organisations now have to take online and social media sources into consideration.
The media monitoring industry responded to this development in a largely siloed manner – adding these new channels via separate portals or delivery methods. This typically meant that organisations would have different media measurement suppliers for each of these channels.
At alva, we see the challenge with this segregated approach as being that it no longer reflects the way in which the media works. Content published in print media is often amplified via social media, while mainstream media will frequently refer to stories or issues that have “broken” in social media. Splitting these channels obscures this amplification effect and makes it harder to spot emerging stories early enough to respond effectively.
Furthermore, separate suppliers often result in higher overall costs for the end customer alongside the resource burden of managing multiple vendors, multiple briefs and multiple deliveries.
However many companies continue to use separate providers for their monitoring and media analysis.
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