The world of digital media is growing exponentially and is a part of virtually every campaign we do, but I often find that the traditional and digital media elements of a given campaign struggle to be truly integrated. I believe that the biggest barrier to seamless planning across all media is the lack of a common language and currency.
This is particularly true for probably the most important group of media, those delivering audio visual messages. From pence per guaranteed view on Youtube to buying TVRs and “opportunities to see” on TV, it is challenging for anyone to compare apples with apples in our AV landscape.
In this blog post on the Drum,http://www.thedrum.com/opinion/2015/09/10/ongoing-challenge-comparing-cost-and-true-value-traditional-and-digital-media I discuss a number of the challenges in AV planning and some potential thought starters for a solution.