What’s old is new again: How brands are benefitting by modernizing tried-and-true mediums

Marta Cyhan

Looks at how reinventing legacy tools of the trade is allowing marketers to reach increasingly distracted consumers with precision, to grow audiences and boost brand affinity.

Data is queen

As industries and brands once left for dead face a resurgence thanks to pandemic-weary consumers, so are mediums like in-store, OOH, coupons, circulars, and TV. But in the case of these media, the transformation isn’t so much about consumer behavior change as the pandemic waxes and wanes; it’s more about the emergence of an open ecosystem of data and solutions built to help brands better connect with shoppers and grow share, leaving behind the days when media measurement in these areas was primarily evaluated by gut check.

Tools now exist to create a more holistic view of the...

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