The brief
What is the impact of an increasingly complex and data-rich media landscape on the media planning process?
The accepted wisdom nowadays is that media-generated data is leading to more informed decisions, underpinned by clever technology and executed through smart online channels, thereby delivering better outcomes for brands. In this brave new world 'traditional media' (for want of a better description) need to get with the programme - and programmatic - or risk becoming obsolete.
Yet, in the midst of this data-driven hullaballoo, Binet and Field's recent analysis of the IPA Databank quietly demonstrates that overall advertising effectiveness, far...