It's all got a little bit complex, hasn't it? Consumers of media content are out there, leaving more trails of data than ever before, but the job of understanding their motivations, knowing how and where to serve them content or reaching them with potent advertising messages, has become increasingly challenging.
At 2cv, we have watched, immersed ourselves in and evaluated this shifting landscape for both old and new media owners. We have developed an intuition for disentangling the interconnection between content, brand and audience context. We have tested the implications of new business models, whether free, freemium or paid for, on audience reach, frequency and value. And we have followed consumers across platforms and dayparts to isolate their most powerful media moments.
Our media research is grounded in an understanding of the primary factors driving consumption, and placing the audience at the heart of our understanding of media behaviours:
Here's a link to our most recent Expert Report ' The Seven Predictions of Media-Savvy Consumers' published on Marketing Week that showcases findings from our bespoke research 'Bleeding Screens: Media at the Edge'. In this paper we identify the changes that will be wrought on the media industry in the coming years, as predicted by the most forward-thinking consumers themselves, and what the implications are for the creation, distribution and consumption of content.
Get in touch with our media team to find out more about our experience in this fascinating area of consumer research.
2CV recently conducted a piece of proprietary research into leading edge media behaviours. Rather than focus on a Nat Rep sample, and come back with trends already identified by the industry and in the media, we thought it would be more enlightening to speak to those already at the edge. People doing things a little differently. Those blazing a trail for the rest of us to follow.