While mobile and desktop content consumption has become the norm of today’s tech age, the transition to digital hasn’t always been smooth sailing for traditional media companies. Digital platforms continue to present a unique set of challenges for traditional players, struggling to adapt to the massive shifts in content consumption in their industry – especially as they compete with tech giants like Facebook and Google.
According to recent findings of a survey conducted by Theorem in a market-wide comparison of digital campaigns in America and the UK, the U.S. market appears to be more traditional than their ‘across the pond’ allies. Where the UK tends to shift quickly in favor of emerging market trends, the U.S. is more likely to rely on scale and robustness once a trend has long been established.
For traditional media companies in America, focusing on dual revenue streams and working with social media/content publishing platforms like Facebook are fundamental in driving growth and ad dollars necessary to compete with the big boys.