The past decade has been a tumultuous time for media planners and the media industry overall. Not only have audiences fragmented, but a host of technology and data based solutions have sprung up in attempt to reach the holy grail: how to most effectively reach the target consumer through mass media channels.
Consumer data warehouses, business intelligence systems, dynamic creative delivery, demand-side platforms, consumer relationship management practices and the much-bandied about “addressable advertising” have all made progress towards bringing more visibility and accountability into the media planner’s daily life. With increasingly large troves of customer data, marketers are looking to increasingly target who their advertising reaches – relying on media planners to tell them what will most efficiently use their spend to convert into leads, enquiries and sales.
Big Changes For Media Planners
In the midst of these many changes and innovations, media planners have also had to grapple with a significant expansion of the data they consider in the context of their media evaluation and review – and ultimately recommendation. From retail frequent shopper data to scanned purchase data to data from large retailers – all of these can be leveraged and linked to provide more insight as to what the target customer is doing and where they are at any given time in the media eco-system.
What Does This All Mean?
The challenges have also been manifold. From how to best link these disparate sets of data, to how to effectively create consistent metrics across the many channels that consumers now interact with. Although customized data fusion can help overcome many of these hurdles, it is both a time and resource consuming process – and one that typically takes too long to deliver real-time or near real-time data. The environment seems ripe now for new technology and data based solutions which address the need to have these different datasets in a single location, with on-demand access, to make the lives of media planners slightly less exhausting.