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Description
B2C marketers use media analytics to evaluate and optimize media and targeting strategies within specific channels, publishers, and distributors. Tried and true media analytics approaches, like analyzing reach across audiences or measuring recall for television ads, do not consider the explosion of emerging media outlets and consumers’ cross-platform consumption behaviors. Upgrading to an omnichannel media analytics framework that combines media performance and audience insights will lead to more precise predictive media planning, better ad management, more effective targetable audiences, and efficient cross-platform media spending.
Key takeaways:
- Explore the changes in content consumption and shifting landscape demands that new media analysis approaches.
- Understand the latest media analytics mindset that B2C marketers must adopt to embed omnichannel and audience-driven principles in their media strategies.
- Discover the new media analytics equation that combines cross-platform media measurement and audience insights to build an integrated media planning strategy.
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