From Attention to Engagement in the Battle for the Audiences

Urgellés, Alicia

doi:10.1002/9781119384632.ch7

Cited by 2 publications

(2 citation statements)

References 10 publications

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“…Thus, audiovisual production companies will continue to ensure that the stories engage the audience and that they identify with characters and plots (Urgellés, 2017) or, in the case of news media, seek stories or cover topics that are close and relevant to the readers. In this case, perhaps knowing their opinions on the topics covered can be a way to increase engagement (Kujur & Singh, 2017).…”

Section: Discussionmentioning

confidence: 99%

“…As intangible goods, media products connect with the audience's minds; the stronger the connection, the closer the identification (Mayer, 2011). In this sense, engagement is defined as the aesthetic experience produced by media products when audiences really enjoy consuming them (Evans, 2019;O'Brien & Toms, 2008;Urgellés, 2017). This pleasant experience enables users to participate in events and experiences beyond the passive consumption of contents, such as the acquisition of by-products or participation in communications with like-minded people (Fossen & Schweidel, 2019;O'Brien & Toms, 2008;Stephen & Galak, 2012).…”

Section: Literature Reviewmentioning

confidence: 99%

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Questioning Media Audience Engagement for Advertising Purposes and Content Creation

Medina,

Portilla,

Pereira

2023

RCom

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In recent times researchers and industry have paid special attention to the concept of engagement and the academic literature on this topic is abundant. Although audience loyalty and engagement are the cornerstone of the media business, not all companies have developed strategies to further engage the audience. Taking audiences' opinions and ideas into account beyond consumption has two main risks: the first has to do with the fact that users are not necessarily experts in the topic as they do not follow the narrative structure of media contents; and the second is that audience reaction cannot be planned because it is unpredictable. A third dilemma arises, namely should such actions be considered part of a global strategy on the part of the company or simply as a marketing action to reach new audiences and retain existing ones? Therefore, some reflection is needed in order to analyze to what extent strategies aimed at increasing engagement contribute to extending the value of media brands and content properties. With this dilemma in mind and after a review of the most recent literature, we developed a questionnaire to find out how professionals and managers of media companies from different sectors define and measure engagement. At the end of the study, we conclude that for companies whose core business is linked to the digital environment, proximity with the audiences is greater than that of the traditional media or those companies, such as audiovisual producers, whose business is directed at other companies rather than, fundamentally, at the public.

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Section: Discussionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Questioning Media Audience Engagement for Advertising Purposes and Content Creation

Medina,

Portilla,

Pereira

2023

RCom

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Growth Strategies of Media Companies: Efficiency Analysis

Medina

Sánchez‐Tabernero

Larrainzar

2019

Pacla

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This paper analyzes the media and entertainment companies’ main strategic options about what to do for growing—internationalization or diversification—and how to do it—organic and inorganic growth—in a context of ever growing competition. We identify correlations between those strategies and three basic pillars of managers’ decision-making process: growth, profitability, and indebtedness. We conclude that mergers and acquisitions can generate rapid growth, but they are expensive in terms of Return on Investment Capital (ROIC) and they usually increase the leverage of the company. Therefore, the inorganic path could not be the best option for companies with difficulties to get access to capital or for very cyclical businesses. In addition, we identify that vertical integration generates a lower ROIC than horizontal integration, and we show how internationalization strategies increase the profitability of audiovisual companies. We analyze the basic indicators of 50 listed companies in the sector that meet three criteria necessary for our study: data transparency, sufficient size of the company, and a certain trajectory that would allow us to study the consequences of the chosen strategies over long periods of time, at least 15 years. We study the firms’ evolution from 2010 to 2016 with metrics from the Thomson Reuters database. In that last year, they accounted for 88 percent of global television revenue.

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From Attention to Engagement in the Battle for the Audiences

Cited by 2 publications

References 10 publications

Questioning Media Audience Engagement for Advertising Purposes and Content Creation

Questioning Media Audience Engagement for Advertising Purposes and Content Creation

Growth Strategies of Media Companies: Efficiency Analysis

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