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New-age media planning – five things you should know

3 min read
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Media, data, analytics, programmatic, optimization, A/B Testing, content, etc. How do we connect the dots to create fully integrated media solutions? How do we reach today’s elusive consumers at the right time in the right place with the right message?

The fundamentals of reach, frequency and cost-efficiency still matter.

With all the new jargon around media these days, it’s often easy to lose sight of the basics. Granted, there are more media opportunities than ever before and many new ways of measuring performance. However, a simple understanding of how many people will be reached (exposed to the advertising), how often they will be reached (frequency) and at what price (media efficiency) is still relevant. The magic comes in understanding the target audience and in using data to develop actionable insights.

Customer-centric media planning will generate more meaningful brand connections.

Delivering a positive customer experience is no longer left to the customer service department alone. Brands are expected to know and understand their customers like never before, mining data and using it to create specific audience segments. These data-driven models are used to deliver relevant and meaningful connections for current campaigns and to develop new organizational models for future planning. Customer-centric planning is key to delivering effective consumer connections.

A clear understanding of the customer journey is needed to drive effective integration across marketing channels.

Understanding how consumers become aware of your brand includes a roadmap of the individual experiences that go into making purchase decisions. This would include numerous touch points, such as online research, storefront signage, in-store displays, email marketing and more – basically anytime a consumer comes into contact with your brand. Effective tracking of this process is used to understand and build brand attribution models.

The fusion of media, content and technology will lead the way to better media solutions.

At the core of the 2020 media landscape is the artful combination of media and content fueled by technology. Dynamic creative and programmatic technology allows advertisers to have not one but many personalized conversations at the same time, driving better, faster and cheaper media solutions. More importantly, this new dynamic media model gives advertisers the ability to deliver the right message to the right people at the right time.

Effective use of data and data platforms will drive future media innovation.

Data is the new media currency. Using data to gather performance metrics is just the start. Increasingly brands are building and managing their own customer data. Agencies are warehousing campaign performance data. Advertisers are working with first-, second- and third-party data to gain customer insights and build planning models. With such an abundance of data, advertisers will need to focus on using it effectively to drive and support continued media innovation.

As we enter 2020, we focus on building belief in the effective use of technology to fuel media innovation while delivering unique and meaningful brand experiences. The future is in data-driven models that will support better, faster and cheaper media solutions.

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