Respectfully and regretfully we have a little problem on the media side that is tying us in knots. It’s about the spending. Every client wants and needs to know how much is being spent in their category on media. They need to see where they stand in respect to their competitors plus they need to have a grasp on which channels are part of the mix. For years Nielsen has provided this (at a cost to the marketers) for the […]
Media agencies pride themselves being “media neutral”. Gather a list of touchpoints, add much insightful data and research and through the process the planner will act like a judge delivering a detached objective verdict of where to spend the money. This concept has floated around for quite a long time and become increasingly popular as the number of touchpoints have multiplied. A newer concept is floating around; “Digital at the core”. This is where some shops are thinking digital first […]
Here are the results of the IAB’s 9th CMOST study. These studies provide some of the best ammunition in helping marketers understand how online fits into the media mix and avoid the clickthrough measurement misperception. Congrats to Steve Rosenblum over at the IAB for doing such a thorough job of nailing down the results and getting it into an easy to read format. The Canadian media industry needs more of this kind of thing.