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Title: Explain how media convergence will change the way advertisers buy television advertising in Canada. Post by: McArgent on Nov 29, 2017 Explain how media convergence will change the way advertisers buy television advertising in Canada.
Title: Re: Explain how media convergence will change the way advertisers buy television advertising in ... Post by: vfloyd on Nov 29, 2017 Media convergence is when a single company buys a variety of media outlets. For example, Bell Media has ownership interests in television, digital and radio. With convergence the premise is simple: If the advertiser doesn't generate sufficient reach in one medium (e.g. television), additional reach is possible by advertising on other media outlets controlled by the media company. Package deals embracing a number of different media outlets produce economies of scale when buying media time and space. Advertisers will have to look beyond the 30-second commercial if they are to reach their target audience. The new combination might include a 30-second spot on a conventional network or cable channel, product placement in a show, sponsorship of a show downloaded from the internet, and an ad on a mobile newscast.
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