How has our digital age broadened a media buyer's creative horizons?
Over the next few weeks, PSFK will be interviewing top industry members to try to determine what are the qualities and characteristics that make a great media buyer, and how has the changing digital landscape affected the way that they do business.
The result of this research will be a video series similar to our Skills of a Rockstar Planner project http://bit.ly/glio2W.
So what we are looking to explore is: How has our digital age broadened a media buyer's creative horizons?
Looking forward to hearing your thoughts!
Public unpaid question.
Dory - Am I late? :)
There are many forms of media that buyers can play in AND with the default state of the Internet quickly becoming social (30% of all Internet traffic in the US is on Facebook), businesses need to make sure that the media reflects their business model and helps them utilize social media as deeply as it can.
In other words, Coca Cola is going to use it differently than Zappos; and it should. Make sure that the media you use is inherently social/transparent. Video, images go a long way toward helping people "know you".
1. Analog is the new digital: with mobile I can easily initiate a conversation using traditional media.
2. Seeding: while most people still opt for buys using traditional advertising, the progressive ones are creating content, and seeding it (paid), that users will want to share.
3. Purchasing: while most buys assume a roadblock, 'come to me' mentality, the clever ones buy placement in 'social' areas that leverage social mechanics. i.e. 'susi loved this content' and wants to share it, hence it ends up on someones wall and the cycle continues. Advertisers tend to struggle with creating content that isn't a commercial. You will see raw, edgier content, rise to the top, and more manicured BS drown in the years to come.
Few other random thoughts in these digital Darwinistic times:
Social isn't a network it's leveraging a state of mind we have as humans.
Mobile isn't a channel, we as humans are mobile, so how can we tap that.
The younger gens pride themselves on seeing through the clutter of advertising (ironically at times), so making it seem relevant and authentic is the key for future ownership.
Lastly, advertising will be the death us of all. (I try to keep things interesting or else it's boring).
Word is bond.
With a rather abrupt change in mindset, media buyers must stop thinking (first) of outbound effectiveness and learn how to better facilitate brands within their new role. Service, resource provider and enabler…sustainable connections will follow.
Innovate the idea of measurement to provoke an ecosystem of targeted insight and real-time stimuli for decision making.
The creative outlet provided by digital media channels can stretch beyong the horizon ...if.
If only the digital enthusiasts begin to embrace and understand the overridding contributions that "traditional" media provide as a foundation for any successful digital marketer experience.
While most things digital can be positioned as "cool" and "edgy" digital spending pales by comparision to broadcast media.
Stop playing on a digital island. Sink it and step ashore on the mainland. Listen and learn about traditional channels and apply the digital channel "sizzle" to sell and improve the overall marketing experience.
The disital sandbox is a great place to play in. Just don't build a castle that can easily be washed or blown away.
I can say that the digital age, once considered the greatest threat to traditional creative agencies could see the revival of a few smart ones, who could create unique ideas that work in a splintered media landscape.
So while most digital media planners are busy selling cost per click and other c based solutions the smarter ones are teaming up with new age creative people to break open silos that had been imposed by legacy media planning.
We see campaigns that only OOH or radio working with new age digital ideas. Twitter and radio working together. Linkedin and OOH driven campaigns. Newer, smarter ideas are beginning to emerge slowly, but surely, in India...
Media planners have started to incorporate all forms of media (owned, earned, bought, social properties) into their strategies.
No longer can a planner slap some IAB units on a few publisher sites and call it a day. No longer is a flashy new banner considered an innovative campaign.
Unique publisher partnerships blend with branded content which blends with the overarching communications strategy.
Media planners are starting to focus on the big picture, not just a single touch point or medium.
What seems to be gaining steam for media buyer's is that their buys are gaining more legs in real-time due to the social media integration points of properties both online and offline. Their buys can inherently have an immediate effect on the consumer, who is armed with any type of digital toolset to spread that message infinitely through the social web. I would think that most media buyers are looking at the range of opportunity available and saying, "finally." Finally the impression can ignite some type of interaction that doesn't just live within that siloed experience.
It hasen't! In Denmark at least.
The media buyers still do business as usual. Having year based agreements with major network distributors they seek to optimize and maximize their profit rather than innovate. The digital channels used are the major online newspapers, Facebook and affiliate networks.
The lack of innovative digital creative solutions are alarming....