Understanding people independent of their media choices has made media planning obsolete

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 30, 2019, 10:38 AM UTC

Audience planning has taken its place instead.  

This article states that the craft of media planning was fundamentally the study of media consumption. But with the media world going digital and consumer profiles comprising of data that goes beyond media consumption, brands now go with audience planning.

Highlighting the differences between audience and media planning, the author states that the former has populations defined by distinct commercial activities, not demographic proxies. Audience planning doesn’t have an “untargeted spill”, as people are either in the “addressable audience pool” or not exposed.

The author notes that audience planning lets you create demand and those executing it are in a position to model what audience attribute is driving success. Conceptually, audience planning risks devaluing premium contextual environments.

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[3 minute read]