Robert Sawatzky
Mar 19, 2018

The commoditisation of media, and how to combat it

The ‘commoditisation of media’ means different things to publishers and agencies, but their strategies to fight it are remarkably similar, which could spell more competition ahead.

Amid all the digital disruption discussion in our industry, few phrases are loaded with as much contempt as the commoditisation of media’. The Internet has made more information available to wider audiences with growing appetites to receive, consume, share and delete content instantly, and when and where they choose. Any material providing short-term gratification can reach a massive audience, but much of it quickly loses value as users and publishers drown one another out.

“With...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Keith Weed joins WPP board
Premium
7 hours ago

Keith Weed joins WPP board

Weed retired from Unilever in May.

Premium
'I’ve moved money—a lot of it—from traditional advertising to experiences': Mastercard CMO
Premium
15 hours ago

'I’ve moved money—a lot of it—from traditional ...

"Advertising is dead. Advertising is all about storytelling—so I say storytelling is dead. The future is storymaking," says Raja Rajamannar.

Premium
Asia-Pacific’s market maturity challenge: no common ground for performance, viewability, fraud
Premium
15 hours ago

Asia-Pacific’s market maturity challenge: no common ...

A lack of consistent reporting around common industry issues could be hampering advertising growth in Asia-Pacific, according to the IAB.