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

Sue Elms
Global 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, they have no choice but to follow.

Depending on the country, this is the current or emerging landscape within which brands are seeking to engage people with their communications. This is also the landscape where people can take control of their own media agendas and interaction with brands.