I know there are times when you must buy a particular medium for reasons other than performance or metrics. But the media mix of yesterday is rapidly changing and so should your media-spending pie.
Most of the media expenditures are in line with media consumption, except for 2 key areas: Television and Mobile. Television may be driven by rates (for example, TV stations are charging exorbitantly high rates for “issue advertising” so many of those dollars are quickly finding another home), but I’m surprised by the low media spending around mobile. We all know that nearly every teenager (95% Pew Research) has access to a smartphone, and every adult I see has a smartphone as well (77% Pew Research). So why the hesitancy on going mobile with marketing?
The one area where revenue is not matching the actual share of media consumption is in the area of print. It’s true that print is going through tough times, but share of media consumption and actual usage are two different things. Highly persona-targeted publications may be highly effective, but the share of media would be very low.
The media mix of today is much more complex than the mix of yesterday. Better targeting makes the mix more accurate and more effective. Optimizing your mix probably means more mobile.