Destination media: time for a rethink?

Chris O’Donnell

Chris O'Donnell, managing director of Destination Media Group at Kinetic, puts the case for 'destination advertising'.

Destination media: time for a rethink?

Chris O'Donnell

One's destination is never a place but rather a new way of looking at things.

Henry Miller

The challenges facing the advertising industry in the context of the changing media landscape are well documented. But there are also important societal trends prompting media planners to view the elusive consumer from a different perspective. Not only are people spending much longer out of home these days (BBC/JCDecaux Life Study), but there are also significant changes in the places, or destinations, where they spend their time. Over the last 20 years the biggest change...

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