The Media Buying Narrative is Broken – But It Can Be Fixed

A prevailing narrative from marketers today is the lament about the rising cost of media. They make statements like:

• “I pay too much for media.”
• “My year-on-year CPM increases are way too high.”
• “My greatest concern for this year’s upfront is about how to measure unduplicated reach.”
• “It’s great that all media is becoming data enabled, but it costs more money to execute and takes away from my bottom-line impressions.”
• “There is not enough transparency in the media supply chain.”

However, instead of focusing on innovation and new business models to capitalize on the digitization of video, many marketers continue to use old scales to measure a new marketplace, creating a prevailing narrative of fear.

A visual representation of that fear might look like a venn diagram with the overlapping conversation points being cost, measurement and targeting, leading to fretful conversations around transparency, data-enablement and understanding unduplicated reach. The outcome of these conversations is often industry paralysis.

It’s time to flip the narrative and develop a business model that promotes a new mindmeld, with data-based proof points. This new working model would use the new platforms and ad models to reshape how the industry thinks about costs, measurement and targeting so that marketers can take advantage of new opportunities... (Keep reading)

This is an excerpt from an article written by Pam Zucker, SVP, Head of Marketing for Amobee.