Third Bridge Forum interviewed a former C-level executive at Cision to discuss the company’s operating environment and its various products, as well as competitive industry dynamics and the factors likely to shape the company in 2021 and beyond.
One of the expert’s first observations was that, although some big players operate in the space, “there’s still a pretty long mid-tail and long-tail, so you’re still going to see a lot of value creation both on the buy side and the sell side of things, with more and more M&A consolidations”.
The specialist then examined Cision’s TAM across its four core business lines — analysis, media monitoring, databases and press release distribution — with the company’s competitors within each sphere also discussed. The company has dipped its toe in social media management with its acquisition of Falcon.io, it was noted.
After being asked about the potential threat of Google Analytics to Cision, the expert suggested that go-to-market partnerships might be formed in future involving the likes of Cision and Meltwater, and dominant marketing clouds such as Adobe, Amazon and Salesforce.
He also anticipated that the company will work on closing some of its “global gaps” by deepening its APAC footprint, for example. “Other than the press release business, it’s still really not a player in the whole APAC region and the APAC region has been a huge growth field for companies like Meltwater.”
Other topics on the agenda included the impact of coronavirus on paid and owned media, the implications of a possible Cision-Meltwater merger, and pricing trends in influencer databases and media monitoring.
To access all the human insights in Third Bridge Forum’s Cision – business update amid coronavirus – 24 November 2020 Interview, click here to view the full transcript.
The information used in compiling this document has been obtained by Third Bridge from experts participating in Forum Interviews. Third Bridge does not warrant the accuracy of the information and has not independently verified it. It should not be regarded as a trade recommendation or form the basis of any investment decision.
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