The Power of Data and Transparency in Media Buying and Planning

Adweek released its list of the 15 Most Innovative Agency Executives in Media Buying and Planning this week. The detailed list not only highlights the extraordinary qualities of the honored individuals but also the challenges of media buying and planning strategy in a rapidly evolving industry.

The rise and fall of various advertising formats has created a challenge for media buyers and planners. This becomes especially problematic when tools traditionally used for planning, such as Nielsen, lack transparency.

Scott Hagedorn, CEO of Hearts & Science, says of Nielsen, “they might be missing 40 percent of total video, because they’re missing a lot of the OTT data”. As millennials increasingly view content on mobile apps, the lack of streaming data presents a problem even while mobile devices allow for more individualized targeting.

The inclusion of data in creative strategies has helped agencies remain productive during times of change. The vice president of media operations for Horizon Media, Jennifer Dass, describes the most vital data as being, “accurate, actionable, and easily interpreted”.

In recent years, media planners and buyers have evolved into the realm of marketing strategists and the power of change is emphasized throughout Adweek’s article.  Andrea Millett, president of Havas Media New York, says, “I believe strongly in continuing to try new ways of doing things, new models and new iterations in every aspect”.

Transparency between agencies and clients is described as being essential in order to effectively reach target audiences. While this requires a simplification of media strategy at times, the resulting cooperation allows for “both an upper- and lower-funnel approach”.

Whether the campaign is digital, social, traditional, etc., top-notch media buyers and planners utilize individual skills as well as data and creativity to aid clients and consumers on the media journey.