Why marketers need to adopt a new approach to media buying

This event report considers an argument for a new media buying strategy that moves away from the current focus on TV and paid media.

Why marketers need to adopt a new approach to media buying

Andrea Sophocleous

For all the industry talk of earned and owned media, content marketing and engaging audiences, marketers remain unduly reliant on television. What they should be doing is adopting a new approach to media buying and putting owned media first, according to the global managing partner and UK chairman of ZenithOptimedia, Belinda Rowe.

Rowe was speaking at the Australian Association of National Advertisers (AANA) Reset conference, held in Sydney in October 2014, and she generated lively debate among delegates with her call for marketers to shed the restraints...

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