Media multitasking, where audiences consume two or more different media types at the same time, has big implications for advertisers and their efforts to capture consumers’ attentions. It’s also causing media companies themselves to rethink how they engage their audiences, says Nicole Magoon, partner at Bain & Company. And this is feeding through to M&A, as media companies are increasingly looking to branch out into new sectors, to enable them to reach audiences across multiple touch points.
In this interview, Magoon discusses the factors shaping media M&A, and the potential pitfalls of these sorts of cross-sector deals. Filmed at New Video Frontiers 2024 in Kings Place, London.
