The WARC Podcast Media planning in an age of abundance
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Feb 11, 2025 Billy Ryan, Head of Analytics and Effectiveness at the7stars, shares his expertise on navigating the evolving landscape of media planning. He discusses how digital innovations and various platforms are reshaping advertising strategies. The conversation dives into AI's impact on search technology, focusing on user intent and brand visibility. Billy also highlights the transformation of media into shoppable spaces and the necessity for updated metrics that recognize the complexities of an abundant media environment. A must-listen for marketers!
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Abundance Over Fragmentation
- "Abundance" is a more positive view than "fragmentation" to describe today's media landscape.
- Media abundance offers advertisers more opportunities for effective advertising, beyond just managing complexity.
The "Lots of Little" Approach
- Brand building now involves many short ad exposures across diverse platforms to add up to a meaningful impact.
- Reliance on one channel for long attention spans is declining, creating a "lots of little" approach to media.
Plan for Synergies and Consistency
- Plan media buys to achieve specific outcomes across channels and time horizons for synergy benefits.
- Balance algorithm-driven platform asset demands with consistent, distinctive brand assets for creative effectiveness.