What is Media Planning?
If your editors, production managers and sales management are using Excel spreadsheet to organize and manage their workflow, they are wasting time and working too hard to do their jobs. If you hear complaints about not having enough time to do……..there is a better way.
According to a Digiday survey, up to 76% of media planners still use Excel. Why? Turnover and demands of meeting deadlines support the use of Excel and are compounded by having little to no training of new hires. To the professionals using Excel, it’s flexible, even if it takes a while to figure out formulas and troubleshoot errors. And when media planners are paid for hourly work, why work faster?
As publishers face programmatic buying and multi-channel media optimization demands, this inefficient way of media planning has become outdated. That same Digiday survey also found that close to 60% of media planners are dissatisfied with their tools. Quite simply, Excel’s functionality is unable to meet the value-added expectations required by brands today.
There’s a new approach to media planning and here’s why it’s important to publishers and agencies.
With publishers looking to reduce spending and attract more readers, innovation is not optional. Some of these creative experiments have built a following and helped increase revenue. As readers become numb to the “same old, same old”, it’s up to publishers to keep things interesting for their readers and their advertisers.
Innovation is keeping readers engaged and keeping these publishers alive and well.