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Media Intelligence : July 2007
MediaTitles 27 as compared to the past, particularly due to media fragmentation. "Media types these days are more complex and fragmented with more cost and more risk. It has always been this way with the magazine medium for instance, but now we are nding the same kind of fragmentation in digital and TV -- everything is more and more specialised. "Clients are relying more and more on the planner because we have to interpret these new media spaces and give them our point of view -- it is very challenging indeed. The media planner is more valuable than ever and these points illustrate that -- more and more clients are aligning themselves with good planners and strategists and are really relying on them; if there is a good strategist, then the buyer s job is easier -- the tramlines have been laid down." Phil Hayden, from media buying and planning agency bellamyhayden, agrees that the absolute heart of the challenge is the explosion of channels and choices and the increase of technological understanding and experience one has to have these days to make media recommendations. "One of the biggest things that has gone is the day of the media planner/buyer as a sole operator. Nobody can understand it all; the industry does not currently produce one individual who can understand all channels equally. The central media recommender now has to work with a team of specialists -- sometimes outside of the immediate agency payroll -- but play the key role in joining up the channels and moving the consumer through a more dynamic and integrated structure. "The future of media buyers is clear. Moving out of the media business as we know it -- cost, availability, etc -- and into the communication business -- insight, an understanding of how communication works. In most cases, on most accounts, this has seen the media person move from a backroom or implementation function to having a seat at the top table and being involved in far bigger communication discussions and debate." Emitch is a media-buying agency that specialises in digital media and was created to meet a growing trend in digital- media advertising. John Murray, managing director of Emitch, says that when we look at the media options now, compared to ten years ago when digital didn t exist, it is the change in consumer behaviour that media planners have to contend with. "There is no longer the tyranny of the TV scheduler. The joy of broadband means the consumer is their own editor when it comes to what they view. We can create our own schedule and create our own content. What we have to ask ourselves is how do we place messages in that world. "It s about integrated communications and using other methods, such as product placement and branded content -- our own websites and our own TV channels on our brands. Clients who are open to discussion about how they can talk to consumers in a di erent way, and the agencies that are asking those questions now, are the ones who will be in the right place in another ten years time," says Murray. Recently it was reported in The Australian that Emitch is becoming a content creator with the launch of a broadband television arm called Digital Artists. The new division will produce branded online video content for advertisers. This is a real sign of the times as Emitch attempts to get a slice of the predicted $3 billion to be channelled into internet advertising by the year 2010. In this ever-changing marketplace, the role of the media buyer and planner is likely to become just as complex, fragmented and specialised as the mediums they are working with. It is a new world of vast and in nite possibilities, and clients, planners and buyers will continue to ride the wave of change as consumer behaviour adapts to the overwhelming range of media options available. MT Major moves in mobile sector The media landscape
2009 - 2010