Dynamic media planning strategy helps marketers meet consumers where they are.
This piece recommends marketers to break budgeting silos to enable a more seamless way of reaching consumers through their preferred channel or device. By activating multichannel approach across devices and formats, media buyers and planners can analyse the optimal combination to increase performance and effectiveness of a campaign.
To enable buyers to constantly determine the best mix of devices, channels and formats, media activation should be centralised. Brands can further increase their effectiveness by ensuring that the messaging strategy is relevant and controlled across media environments.
The author says that going forward upfront planning and buying will be an important and foundational component in marketing. But marketers need to learn which mix of channels works best and delivers the long-term business results for their campaigns.
[5 minute read]