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Mindshare China integrates TV and online TV divisions

17-April-2013
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Mindshare China integrates TV and online TV divisions

In response to changing market and consumer viewership dynamics, Mindshare China has successfully transitioned its television tactical planning team to an integrated multi-screen investment team, with the people re-branded as Investment Strategists. With over 100 dedicated investment strategists, technologists and thinkers, Mindshare is able to provide better investment solution for clients.

Online video is slated to experience an upward trend. Based on CNNIC report, of the 538 million internet users, 65.1 per cent or 350 million regularly watch videos online, with more than half of the netizens shifting from television to online video. The impact online video is having on consumers’ daily life is significant.

“Audience viewership is changing; as we experience media convergence across platforms we must adjust our business strategy towards delivering optimal client solutions regardless of the platform that it is delivered upon. The launch of a multi-screen investment team delivers upon the need for a movement from silo to integrated solutions,” said Trisha Armstrong, Head of Investment, Mindshare China.

Mindshare developed an integrated process, roles and systems that support multi-screen investment and planning principles. Investment decisions will be critical in the upfront media vehicle selection process as a tool for driving incremental reach, managing inflation and providing greater integrated communication strategies.

“Beyond the obvious gain of efficiency in investments and team structure for our clients, this allows our planners to be truly adaptive in nature wherein they take the insights and understanding of viewer behaviour on one platform and apply them across platforms,” said Amrita Randhawa, President, Mindshare China.

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