Impact & Expertise

Publications

Technology, Media & Telecommunications Publications

  • Focus
  • July, 2015
  • Branded Content: Growth for Marketers and Media Companies
  • Neal Zuckerman, Frank Arthofer, Antonella Mei-Pochtler, Rich Hutchinson, Vaishali Rastogi
  • Branded content—content that carries a consumer benefit, serves the brand, and is presented in an environment that consumers find authentic—is big and getting bigger. It offers marketers the opportunity to build or deepen consumer relationships and provides media companies with new sources of revenue.

  • Read more on bcg.perspectives
  • Focus
  • July, 2015
  • The Programmatic Path to Profit for Publishers
  • Dominic Field, Paul Zwillenberg, Jacob Rosenzweig, Neal Zuckerman, Melissa Ruseler
  • The most successful digital publishers base their strategies on both direct and programmatic sales, while many others make programmatic a lower priority. As the line between direct and programmatic advertising blurs, publishers that harmonize strategies and leverage technology and data outperform the market and establish a solid foundation for long-term competitive advantage.
  • Read more on bcg.perspectives
  • Focus
  • April, 2015
  • Is It Mexico's Moment? Preparing for the Inevitable Consumer Boom
  • Joel Muniz, Laura Chias
  • With millions of households projected to join the middle class by 2020, the conditions are right in Mexico for a long-awaited boom in consumer spending—especially if government and business take the actions needed to boost economic growth. Companies should prepare now by rethinking their product, marketing, and distribution strategies.
  • Read more on bcg.perspectives

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