Why Traditional Media Still Matters (Even If It’s Fun to Trash Talk)
I love charts. Always have. Always will. I can’t make one if my life depended on it, but I sure as heck love to stare at them endlessly and come up with my own interpretations.
Here it is:
We all expect the advertising industry to continue its shift towards digital-first, multi-channel strategies, but what we may not be aligned on is how we will? maintain traditional media where it makes sense. The digital industry loves to bash traditional media but it isn’t going away anytime soon. It’s just fun to trash talk IMHO.
The key challenges for brands will be achieving cross-platform integration and measurement to optimize spend across increasingly fragmented channels.
1. Dominance of Digital:
We will likely see more innovation in digital advertising formats, with an emphasis on integrating data-driven targeting and cross-device capabilities (like reaching users across CTV, mobile, and desktop). Brands will focus on creating cohesive multi-channel experiences that connect with consumers in various contexts. Makes sense, right? Let’s hope we can pull it off.
I'll dive into The Rebound of Linear, Traditional Media and Diversification Across Digital Formats but you only get access by subscribing to The Refresh Newsletter.
marketing analytics | data-driven UA and growth
2 个月This chart is nice but makes no sense. Don't make decisions based on it. Sum up all the changes, and you'll find that it's not a zero-sum game. We're talking about % which are most likely to be a distribution in this case. In the case of Aug 24 they sum up to 104%. In the case of Nov 23 they sum up to 82,2%. Either there are some pieces missing that are positive of 17,8 % in Nov 23 and -4 % in Aug 24, or the data is something else, like % change against the budgets from previous period. If it's distribution: Why would you have a negative distribution? Do you mean to take the budget out of a channel and get reconciled / charged back on top? If it's change from previous period: What's the previous period? It can be Aug 24 vs Nov 23 for the orange data series, but what's with the yellow?
Founder @ Fraction Method / Fractional CMO and Executive-Level Marketing Consultant / Chief Digital & Marketing Officer / MarTech Client Advisory Board Member
2 个月Big data visualizations fan! (And fellow nerd)