Media planning: Data-driven media

This paper argues that usage of 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.

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.

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