Can optimisers provide a lifeline for media?

In this edited version of the Wally Langschmidt Memorial Address (Oct 2003), Tony Jarvis and Brian McElroy, MediaCom/Grey Global Group, review the progress and promise of media optimisers and the role they play in media decisions in the USA.

Can optimisers provide a lifeline for media?

Tony Jarvis MediaComBrian McElroy MediaCom

In this article we review the new consumer in the US and the media landscape we face. After discussing what has happened with TV optimisers, where they are today and where they are going, we focus on multi-media optimisers, which are currently creating a lot of buzz. Finally, we summarise the role we believe optimisers will play in integrated communications planning.

The real media world

Today's US consumers have never had it so good. There is an ocean of communications...

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