Media planning: Data-driven media
Chris BinnsMediaCom
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...