Familiar Name Becoming a New Media Outlet
When you think about the explosion of media outlets – from advertising, broadcasting, news, print, digital to movies – it does become challenging to know when and where to advertise. (Shameless plug alert: That’s why you need an independent, expert media team like AMPERAGE Marketing & Fundraising to do your media planning and buying.) With that said, here are some of the world’s top media companies.
- Alphabet (Google)
- Disney (Disney+, ABC, ESPN)
- Comcast (Direct TV and cable)
- AT&T (HBO, Time Warner, CNN and Turner)
- Charter Communications (Time Warner Cable)
Digital is disrupting everything, and here comes another disruption.
It seems like everyone is selling digital advertising these days, from local TV reps to Yellow Pages vendors. Yet, a new player is entering the field, which will change the game for all. The name is Walmart. And with its retail power and big data, it is sure to be a significant player in the digital media world.
For some, offering access to more content is the name of the digital media game. We all have enhanced accessibility to media through the internet and growing media outlets. And, the post-cookie internet will look different than today, but Walmart is changing the playing field with complex, big data instead of cookies.
Walmart’s advertising and media business is called Walmart Connect. Its ad platform, Walmart DSP (demand-side platform), will be an automated advertising exchange using Trade Desk as a partner.
The apparent plan is for Walmart to compete with Amazon and Target (also developing media services). Yet Walmart Connect will be one more outlet to research, consider and buy. The difference will be that Walmart, Amazon and Target will have data collected from shoppers who visit their websites and shop in their stores. Big data disrupts again. But don’t worry; our team will be on it.
Mark Mathis III is chief creative & strategy officer, partner and cofounder of AMPERAGE Marketing & Fundraising.