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MediaTel Newsline: Media convergence means something different on the backend than on the front

August 01, 2013

Barnaby Chapman, product director of Europe Mediaocean, investigates how far away we really are from the Holy Grail of media convergence – and why there is more than one type…

With Carlos Slim’s recent £26.9 million investment in Shazam it’s as good a time as any to take a good look at the state of offline/online convergence. Is the holy grail of media convergence just around the corner? Ten years off? Somewhere in between?

To answer the question, it’s important to keep in mind that there are actually two types of media convergence – one for agencies, and a second for consumers. And just because convergence is doing well for consumers, that doesn’t mean that agencies automatically reap the benefits.

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