Commentary

The Big Pie

If the most effective thing to buy is a Super Bowl spot, you buy that, John Leeman, SVP Group Director Communications Planning, Carat pointed out during the startegic planning panel. "But there's a lot of waste," he says.

"Addressability is still a problem," says Nadine McHugh, Managing Director, MindShare. "And what's more addressable than digital out of home?"

Everyone is pushed to do more with less, these days, she says, calling it "the whole procurement challenge right now." And planners can look to new channels to get the performance that is demanded. "You have a really good opportunity to help us make things come to life, but unless you empower us with the right information, it can't happen," she says.

"In the end," she adds, "you want to find not one-offs, but sustainable campaigns."

"You've got to have a pricing model that is similar to television," Leeman says, "until your slice of the pie is bigger than theirs." What he calls "the big pie" is continued reach and frequency.

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