Do you really know how well you are buying media?
Google the term “media fragmentation” and you will be faced with more than 10 million results. “Media fragmentation” is probably the most common topic discussed by your media agency. This fragmentation has had a significant impact on the way marketers harness media options. Mono dimensional campaigns no longer cut it in today’s marketplace. Think of the multi-screen viewing phenomenon. Although the argument that television remains the “most powerful of all media” continues, there is no argument in terms of its scheduling in isolation. It has become extremely rare. The success of campaigns is now determined by the combination of media opportunities to interact with your target at different…