An article in MediaPost, “Media Buying: As Easy As Pie?” compared the art of media buying to that of baking a pie. Anyone can follow instructions, whether it’s a recipe or interpreting the laundry list of data that’s now becoming available to media planners and buyers. But it takes more than obedience to get that recipe to turn out perfectly; it takes experience. The differences between the pies of a novice and master baker are easy to see, as are the differences between the results gained by blindly following whatever “Big Data” suggests is next, and those outcomes achieved by an experienced planner.
When it comes to possible marketing channels, advertisers these days have more options than ever before. The old worlds of TV, direct response, print, and other traditional means of reaching audiences have been supplemented by the shiny new digital realm. Whether display advertising, social media, email, or mobile apps, new marketing channels are now deeply integrated into the sales funnel for most advertisers. With so many new channels to focus on, how much attention can a marketer spare for traditional TV?