Media planning: Data-driven media

Chris Binns
MediaCom

Data on how people behave on new media platforms such as YouTube and Twitter is critical in maximising the efficiency of screen-specific media planning.

This article is not about real-time bidding, algorithmic trading or any of these media buying-oriented, optimisation-focused deployments of data. It is about the potential impact of data on media planning. Let's start with a couple of definitions.

  • Data: facts and statistics collected together for reference or analysis.
  • Media planning: the art and science of connecting brands to people through content.

Let's also be clear from the start that media planning has always been about data, whether qualitatively or quantitatively oriented. We all know that the volume of available noise has increased hugely over the past few years, fuelled by the tech revolution and visualised by a million charts about bit-rates, byte sizes and server farms. Our ability to see the signal within this noise is the new frontier for media agencies.