Right Media, Right Moment: Understanding People In The Media World
Media owners face the dual challenge of building a brand that people choose to spend time with, and demonstrating to advertisers that their platform can deliver the right audiences and impact. In order to do that they need to be able to prove the unique value they bring, whether comparing or by showcasing what they do really well.
There are a number of influences affecting media and content brands that impact on consumer decisions and are changing the media landscape. Many have always been true, but digitisation has speeded them up and magnified them. The impact of low switching costs for consumers between platforms and media brands means they have to work even harder at attracting and engaging audiences. The sometimes overwhelming choice we have can often only be navigated by the subconscious, implicit, held brand associations that audiences have towards media brands.
We believe these are the three key questions that media owners and advertisers should be asking when thinking about understanding the effectiveness of a particular platform or channel:
1. Am I reaching the right people, at the right time, in the right way?
2. Why is it the right moment to reach these people?
3. Can I prove the unique value that one platform/channel offers to both people and advertisers?
