Traditional media planning: What are the reasons for conservatism?

By Philippe Deltenre on 9 April 2010 in Friday Session | Comments Off

Online advertising still struggles against the traditional medias. TV, Radio, outdoor and print still trust a huge part of the media investments. The presentation and the discussion animated by Philippe Deltenre was an opportunity to (re)discover the value chain of media planning and the ways media buyers are measuring impact. We also had a quick look at how the audiences are measured for each medium

The main difference between digital and traditional media planning is that the traditional media planning focuses on pressure (frequency x coverage) while digital advertising intents to maximize efficiency (pressure, but also response). Basically, the high measurability of online advertising is a blessing and a curse at the same time.

In the second part of the session, we had a debate about the perceived weaknesses of online media and the reasons why some advertisers are still scared to invest (more) in digital communication.

If you missed the session, you will find below the entire presentation. You can also see it on SlideShare. For the pics,  it’s on Flick’r.