Media planning in 2024, or getting back to where it all started

Media planning in 2024 navigates a complex digital ecosystem, where traditional and digital channels overlap, where data becomes this rare and misunderstood source of truth and where planners are asked to do more with (much) less money. As audiences fragment across platforms, media planners face the dual challenge of capturing attention while maximizing overall performance. Technological advancements and data proliferation offer opportunities but also demand agility and strategic foresight.

What we see emerging is a threefold strategic approach to planning:

1. Audience Understanding

Understanding the target audience is the cornerstone of media planning. More specifically, in 2024, this means going beyond demographics to grasp psychographics and behavioral patterns. Utilizing first party data and AI-driven analytics, planners can identify audience preferences, consumption habits, and engagement triggers. The goal? Create a consumer experience (CX), tailored to its needs and interests. And this affects the media planning as much as the messaging... is this not a little bit all the same thing in the end?

Message and medium are more than ever intertwined. The consumer shouldn't see the boundaries between TV, Web and social media. If it's all the same brand, it should all be the same story... the same campaign.

2. Budget Allocation

Budgeting in media planning has evolved from simple spend allocation to sophisticated investment strategies. In 2024, planners must optimize spending across multiple channels, sometimes digital, sometimes traditional (linear). Weighting them with precision is an art. And that art is called statistics. Since a single consumer will be reported across multiple channels, and especially knowing how fragmented our datasets are today, it is more than ever important to rely on statistical modelling to help us know where, when and how to invest our money. Data-driven attribution models are there to help, but aren't always nor the best, nor the only choice. Mix media modelling is probably the most reliable; underlying the statistical link between investment and performance over the campaigns.

3. Channel Strategy

Selecting the right channels is more complex in 2024, with an array of options spanning traditional media, social networks, streaming services, and more. Media planners must understand the strengths and limitations of each channel, considering factors like reach, engagement, and cost-effectiveness. And if every channel presents its complexities, it's the sum of all of them in the media-mix that really presents a challenge... while also ensuring a cohesive and consistent message across all touchpoints.

A rich and comprehensive media mix, incorporating performance media, local media and rich and engaging media is usually the very best way to a compelling brand story.

4. Decisiveness

I like to end the list of tips on the most important one. One that, still today, prevents most planners from asking an AI to do their job. When it comes to media planning, and since building a campaign isn't just about numbers, but even more about emotions, it is important to recognize that any good media planner will know when a good idea emerges, and how to give it its full potential with a compelling media mix. Sometimes, research will do its magic. Other times, our guts tell us what to do; we then have to let the magic happen and choose a - somewhat - riskier play. Know what to stand for and know how to make things happen. That is, as media planners, our best way to achieve great things.

What to look for? Technology and humanity

Media planning in 2024 demands a blend of analytical prowess, strategic thinking, and creative insight. Planners must navigate a rapidly evolving landscape, leveraging technology and data to make informed decisions while staying adaptable to change. Success hinges on understanding audiences deeply, allocating budgets wisely, and choosing the right mix of channels to deliver compelling messages that drive results.