The long media tail: are you wagging it or is it wagging you?

This paper maps out how the media and advertising world is evolving and growing a long media tail. It refers to advertisers and how they are approaching media communications in this new world, and outlines what questions they have when making decisions.

The long media tail: are you wagging it or is it wagging you?

Sue ElmsGlobal Media Practice, Millward Brown, United Kingdom

INTRODUCTION

As technology allows people to find more ways to get entertained, get informed, transact, communicate and express themselves – a Long Media Tail grows. The Tail may be longer in some countries than others, and in all markets it is probably getting longer as you read this paper!

The biggest challenge for advertisers moving forward is how to effectively wag this Long Media Tail. They cannot avoid it; as their purchasers are moving into new media places,...

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