Destination media: time for a rethink?

Chris O'Donnell

One's destination is never a place but rather a new way of looking at things.

Henry Miller

The challenges facing the advertising industry in the context of the changing media landscape are well documented. But there are also important societal trends prompting media planners to view the elusive consumer from a different perspective. Not only are people spending much longer out of home these days (BBC/JCDecaux Life Study), but there are also significant changes in the places, or destinations, where they spend their time. Over the last 20 years the biggest change in consumer spending has arguably not been in its net value, but where the money is being spent. In the light of these new trends, destinations are emerging as powerful media environments in their own right, throwing up new challenges and fresh opportunities for brands and their agencies.