Planning tools are the Sizzler restaurants of the media world
Clients and agencies should treat the Sizzler restaurants of the media world with their convenient all-you-can-eat buffet and data ‘salad bars’ with caution, explains Dan Richardson, Yahoo7’s head of data.
The greatest challenge in marketing is to gain a meaningful understanding of your target audience. Unfortunately, the majority of planning tools are out of touch with their audience.
They are too reliant on third party behavioural, survey or panel data. Audience insight tools need to evolve with the added intelligence that mobile app and purchase data brings, and based on actual behaviour from a big enough pool of users to truly reflect the Australian population.
Whilst it’s useful to know your audience’s daily habits – time spent, channel consumption, time of day – this isn’t quite enough anymore.
We know people now spend five hours a day on the mobile, and 92% of that spent in-app. Daily habits are also shifting from desktop to mobile with finance app usage up 30% year-on-year and sports apps up 43%. Consumers are also becoming more comfortable with conducting their shopping in-app, up 25% year on year.
couldn’t agree more.
No issues with planning tools being what’s on offer as long as client / business knows how to design their own salad bar.
Agency tools and systems always need to improve to give better data. And they are/do.
But this accumulation and assessment of data should not be confused with an insight. Insights don’t come from tools, observations do. I’ve never seen an agency with an insight tool, but I have seen inexperienced hands claim an observation as an insight.
Insights come from understanding the person/people behind the data, which brings it neatly back to the first point: agency tools & systems always need to improve.
BCC Ad Systems. Now Mediaocean..
These muppets and their crudfest media system is singlehandedly the reason why there is no centralised planning/buying platform.