Strategy Consulting
Professional Services Firm
Full Credential Description
The AT&T-Discovery deal highlights significant challenges and transformations within the broadcasting and advertising industries, particularly in Southern Europe, where traditional linear TV has long dominated. The pandemic accelerated shifts in consumer behavior, leading to a decline in linear TV viewership as audiences gravitated towards on-demand and streaming services like Netflix and Disney+. This shift created a complex landscape for advertisers, who found it increasingly difficult to track and measure audience engagement using traditional methods. The emergence of Internet Protocol TVs (IPTVs) and Over-the-Top (OTT) services further fragmented the audience, complicating the advertising landscape and necessitating innovative approaches to reach consumers effectively. In response to these challenges, the merger between AT&T and Discovery Inc. aimed to create a more robust and diversified media entity capable of competing in the evolving market. The integration of their resources was expected to enhance their advertising capabilities, allowing for a more omnichannel approach that transcends traditional media boundaries. This strategic move was designed to address the confusion
Measurable Results
Professional advisory services and strategic guidance delivered