Who Put that Ad There? Before you Buy Space, Know What’s Going in its Place.
- Posted by Misi McClelland on November 21st, 2007
filed in Media Buying |
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Many media departments are distant from their agency counterparts - floors away, buildings away, cities away, states away, and sometimes countries away. Which can create monetary efficiencies mainly based on centralization of processes, but if not orchestrated well could lead to severe leaks in the strategic process altogether. If a media team is not connected to the look, feel, tone of a message, the result could be a media buy with the opposite look, feel, and tone. Standard demographics just do not contain enough information to pull off the optimal campaign – there is too much market fragmentation and therefore, too much room for error. Additionally, with media (including consumer generated media) sending their own messages, planners and buyers need to be careful that the advertiser message is consistent with the content message. With the technology available today, this isn’t a remote possibility but rather an economical necessity. Not doing so could negatively impact goals and/or lead to an irreversible, embarrassing situation.