Although fragmented audiences have impacted media buying costs, nearly 40% of people in homes with Internet access still reported using the TV and Internet simultaneously at least once each week; multi-tasking online to blog, Facebook, Tweet or to instant message a buddy. Thanks to mobile and other handheld devices, consumers have evolved into anytime, anywhere media mavens, matching media to their viewing preference. TV is still the 800-pound gorilla of media consumption for media buying agencies, with viewers glued to their sets over 158 hours per month according to Nielsen. In fact, TV viewing has increased more than an hour a day in the last decade, far outpacing any other major media option which has kept media buying costs for TV high.
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On the other hand, Internet has driven down media buying costs significantly turning dollars into pennies. Hence in terms of market share, TV ad spending still holds the lion’s share with a 66% investment across network, cable, syndicated and spot television. One-fourth of spending was allocated to magazines and 4% to newspapers.
Historically, there was only media targeting and media buying based exclusively on age and gender. As advertisers became more sophisticated, progressive media targeting models added additional variables to the mix such as family profile and lifestyle. Today, an innovative media targeting model fuses the best of all worlds into a single, cross-platform view that allows an advertiser to identify the individual media and cross-media allocations that best reach their intended marketing target. The data integration model reflects the realities of today’s media environment, meeting consumers on the media they view, on the device they prefer, with the right messages, in the right program context, delivering an optimal, overall consumer experience.
LogicLab is one good example of a powerful new tool designed to help optimize media buying costs bring more quantitative data into their decision making process. With parent company Merkle Inc, LogicLab brings many of the data-driven processes from the direct response world to bring visibility and accountability into the mass media planning and buying world. Check out www.logiclabinc.com for more details.
