Forbes today published a new byline from our company on how partner marketing can help brands mitigate the challenges of media consolidation. Many marketers are concerned about the business impacts of the increasing share of total media spending that is held by just a few media companies. Partnerships can help provide a viable way to diversify your marketing spend.
Here’s a brief excerpt:
Consolidation has swings and roundabouts. On the one hand, some consolidation was inevitable in an industry with so many sites, apps and other venues to spend consumer time. And those of us who were around in the early days of the internet remember how hard it was to efficiently drive media scale. Spending a million dollars by filing 40 IOs was tedious, error-prone and offered little value for the advertised brand.
On the other hand, having fewer places to buy media shifts the balance of power to the sellers. I’ve spoken with many marketers over the last several months, and almost to the person they expressed some concern about the effects of consolidation on their marketing effectiveness and efficiency. No one wants to be dependent on just a handful of media companies.
You can find the complete byline here.
(Note, since this article was published we have changed our name from Performance Horizon to Partnerize. Check out our home page for more information.)