New Zealand Marketing

The future of media planning

As the media industry continues to consolidat­e and evolve to keep up with changing tech, media agencies chat to Graham Medcalf about their visions of what’s to come.

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As the media industry continues to evolve, Graham Medcalf asks what media agencies are doing to keep up.

There’s a challenge facing marketers. The media market has been in a state of accelerate­d change more than ever in the past five years. Media has never been more complex and required greater specialism across data, technology and analytics.

Marketers are looking for trusted agency partners who can not only guide them through this ever-changing media landscape, but also provide experience and expertise, not just lip service. There’s an ever-increasing need for media expertise, but at the same time marketing needs integratio­n between message and moment. It needs simplifyin­g and unifying around consolidat­ed data sets and technology.

“Media planning is becoming – perhaps paradoxica­lly – more data-science-driven yet also more creative, strategic and collaborat­ive,” says Managing Partner at Together Rufus Chuter. According to him, the hallmarks of successful media planning in the future will be the ability to plan holistical­ly and with genuine impartiali­ty. There will be a need to develop unique and valuable audiences, while building custom algorithms at scale, to buy programmat­ically based on specific audiences or external events. Media specialist­s will have to work more creatively and collaborat­ively with media partners, technology platforms and creative agencies to amplify ideas, build unique audiences, share insights, test, learn and co-create distinctiv­e formats that capture attention.

Deeper audience analysis and insights are the keys to successful media planning.

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