Radiocentre: Re-evaluating Media – What the evidence reveals about the true worth of media for brand advertisers

Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.

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...

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