Over the past few years, hundreds of articles and conference discussions have been dedicated to this topic. Even after this year’s Cannes Lions, many more pages are being added to the discussion thread. It’s time to move on.
In the traditional media planning world, when a brand and agency work together to create a media schedule, they focus on considerations such as their selection of specific TV networks, radio stations, print publications and websites. Target audience, reach and frequency are major drivers here, but so too is content. At best they get a specific understanding of the context of where their creative will appear e.g. slots around or during specific TV shows, and at worst for the likes of TV “direct-response” campaigns they get a solid understanding of the specific TV networks where their ads will run, with full knowledge of the genres of content and programming.