The present and future of post production business and technology | Philip Hodgetts

Jun/10

24

Why Buying Audience Directly Is the New Black!

Why Buying Audience Directly Is The New Black http://bit.ly/ducSsp

Why should a brand rent someone else’s audience (on a network or website) when they can make direct connections with the audience through their own (branded) media.

This movement from buying audience indirectly to buying audience directly represents the effective merging of marketing and distribution costs. Rather than making one set of investments in marketing content and a different investment in distribution (through revenue splits), combining these costs into a single budget can yield substantial savings. This is why the costs of direct audience acquisition cannot be compared side-by-side with traditional marketing or distribution costs individually. The more that the costs of production, marketing, and distribution can be looked at as a whole with their cumulative impact on margin the better new methods of audience development can be assessed.

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