Media planning breakdown: Marketoon of the Week

Before you switch agencies, take another look at how you’re measuring campaigns.

Media planning breakdown: Marketoon of the Week

This week’s Marketoon asks: how data-driven is your media spend?

Fishburne’s take: Media spend is rebounding in 2021 with a continued spending shift from traditional to digital channels.  Zenith reported this week that digital ads will make up 58% of total ad spend in 2021, up from 48% in 2019 and 54% in 2020…There’s no one-size-fits-all media plan for every brand.  Too often, marketers put the media cart before the strategy horse.  Media choices should be driven by the specific goals the marketers are trying to achieve.  And the most value often comes from an integrated plan that combines multiple channels.

Why we care: A marketer’s media spend should follow the audience’s behavior. If more of the target market is streaming, or watching ad-supported OTT programming, then the brand should commit a higher percentage of the budget to that. That said, one of the biggest stories we’re watching is how so-called “traditional” media are transforming digitally on the backend. This makes the planning more data-driven, regardless of whether or not the ad is seen through a digital channel. For instance, the digital transformation of out-of-home provides marketers with better measurement, not to mention access to more premium inventory through programmatic.

Read more about OOH’s digital transformation here.

The post Media planning breakdown: Marketoon of the Week appeared first on MarTech.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.


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