Marketers are struggling to target audiences within today’s fragmented media landscape. How can they put the pieces back together again?
Media companies are looking to understand how they can operate effectively in this fragmented environment, according to Julie Clark, SVP of media and entertainment at TransUnion, in this video interview with Beet.TV.
She described how new research has spotlit the impact of a fragmented media ecosyeym.
AI and optimization are key
Speaking at CES 2025, she observed key trends seen at the show: “There’s a lot of discussion at CES this year around trends and what is happening and what we can anticipate in 2025,” Clark said. “Some of the key things that I’m really hearing are around AI.
“Workflow optimization, I think, is really huge. I think there’s a little bit of skepticism around AI within the creative environment, and there’s still a bit of work that needs to be done there.”
“I think that one of the huge trends that we’re hearing about is fragmentation and how individual companies, publishers, brands are looking to understand how they can operate effectively in an industry that continues to fragment,” she added.
Research spotlights fragmentation
TransUnion is aiming to soothe ad tech framentation through a persistent ID and a consistent way of viewing customers throughout their media consumption journey.
“At TransUnion, we’re not saying ‘stop working with four to 10 of those partners, work with 16 partners’,” Clark explained. “What we are really looking at is ‘how do we leverage fragmentation to the benefit of brands and have a persistent ID and a persistent way to view a customer throughout their consumption of media?’”
Addressing fragmentation and other consumer engagement challenges faced by streamers, Clark cited new TransUnion research conducted with Forrester. This study revealed:
- 70% of marketing leaders find it challenging to identify and target audiences within the current ecosystem.
- two-thirds report juggling 16 or more martech solutions—a level of complexity that’s making it harder to achieve their goals.
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