Most media planners and buyers are now responsible for several media types

Today’s media planners and buyers are not specialized media experts like those in the Mad Men era of advertising. Now, they are much more likely to be media generalists, according to a study we conducted with James G. Elliott on the user community.

We found that the majority of media planners and buyers surveyed are responsible for buying across several different media types. Almost all (94%) of respondents are responsible for planning across three or more media types and more than half (61%) are responsible for six or more media types.

What does this mean for media companies? Not only are they now competing with their direct competitors for face-time with planners, but they are also competing with other media companies that may not even be in their vertical or industry. That means it’s critical to get your media sales pitch out succinctly when you do have an opportunity to speak with a planner.

Furthermore, we found that more planners and buyers are also responsible for digital media. Almost all respondents (86%) researched, recommended, planned or bought digital media in the last year. Additionally, 84% of respondents have digital media responsibilities along with responsibilities for one or more of the other media types.

This proliferation of “media generalists” may be due to the fact that we’re now living in an integrated multi-platform media-buying world. Publishers with multimedia ad opportunities should also keep this fact in mind during conversations with planners.

Over the next few months, we'll be sharing insights from the study to help media brands better understand today's planners. Click here to sign up to receive occasional emails with these insights right to your inbox.

More Information about the Study: In Q4 2013, Kantar Media SRDS and James G. Elliott joined forced to understand the media planning and buying information needs of media planners and buyers at agencies. The objectives were to understand the habits of media planners and buyers, to learn about the types of clients and plans that media planners and buyers are working with, to determine the types of resources used for planning and buying and to understand what factors have an impact on media selection. The 200+ respondents were very qualified: they currently have media planning or buying responsibilities and had researched, recommended, planned or bought business-to-business, consumer magazine or digital media in the past 12 months. Click here for more information on the methodology.

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