As most media professionals dive deep into 2013 planning (and for those that should be), it is clear that the changing landscape will impact your approach. The most significant change we are currently encountering is how to address the mass adaption of multiple screens.
Based on eMarketer research, between 50 percent and 70 percent+ of users are utilizing more than one device at a time. Multiple activities and content are now vying for the attention of your consumers, and as marketers your media strategies must address these changes.
This change to consumer behavior has a direct impact to attention span. As marketers, we need to be smarter in our plan allocations to make an impact across multiple media environments. See this infographic from Think with Google.
It's easy enough to say you need a TV, digital (desktop), and mobile strategy, but I would argue they are not separate strategies. There are certainly differing consumer needs across each platform, but they are often linked to a single experience. The approach should be driven by your consumer but agnostic of medium.
Analytics will need to adapt further to give marketers a clear idea of how users are engaging cross-screen. It will be important to determine which marketing platforms are "working"…and "working" together to provide stronger consumer response.
Standard digital has progressed to provide right time, right place, right impression capabilities. Traditional mediums will become more digitally enabled and emerging screens will learn to harness their technology for the better good of advertisers. These eventual changes will inherently provide more tracking and smarter ad delivery mechanisms will be developed.
In the meantime, there are a few constant ground rules that we can apply to media planning:
Finally, realize it will only get more complicated, so you might as well enjoy it!
Three screens image on home page via Shutterstock.
As an account director for Media Contacts in New York, the interactive division of Havas Digital, Jessica is responsible for strategy development and media plan execution across a variety of clients and industries. Jessica has a wide range of digital experience, managing both brand initiatives and aggressive acquisition efforts. Her knowledge extends across many facets of digital marketing from traditional media and mobile to channel planning and social execution.
Prior to Media Contacts, Jessica was at One to One interactive in Boston, managing the B2C and B2B media campaigns for several clients. Jessica's work has won several industry awards for best use of sponsorship, mobile, and display strategy.
Jessica's career expertise started at Mullen, where she was a media planner on a broad range of traditional media.
June 20, 2013
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