Media planners are often inundated with advice, often unsolicited. From taunts to be braver with new platforms to cajoling curiosity about technology, planners are constantly pushed to be more ambitious for their agencies and brands.
Roadblocks to Innovation
However, the reality is that time, budget, and client constraints can often hinder even the most sincere efforts to execute an exciting plan. On top of this, important brand & strategy conversations are often siloed.
Meanwhile, media landscape continues to be in a constant state of flux. New platforms come as quickly as they go. Audience behaviour shifts are ongoing, and media consumption remains fluid as people seamlessly toggle between devices and channels throughout their day at a frequency makes heads spin.
With many users shuffling between multiple devices — often at the same time — the appetite for media shows little sign of slowing down. So, how can planners encourage and embrace the right mix of new media to complement traditional campaigns? The answer’s in the data.
Data can help inspire more relevant messages, reach hidden audiences, better tailor consumer journeys, and improve cross-channel storytelling. It also affords the confidence to challenge criticisms and back up assertions depends on having the right data to hand. In fact, according to our recent survey of 100 media planners and buyers in the UK:
- 82% value increased data transparency
- 81% value improved data accuracy
- 72% value improved data quality
So how can planners go about getting the data they need in a timely manner? It starts with harnessing the power of the data-centric platforms they might already be using, as well as the partnerships those platforms have forged with third party firms. The data is there. It’s simply a matter of leveraging it.
Join the Conversation
How do you leverage data to stay on top of shifting consumer behaviors and reach your audience where they are spending the most time across Today’s Primetime apps and sites? Tweet your thoughts to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
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