Successful media planning for today is dynamic and near-real time. Traditional media has fragmented, on one hand providing better access to tighter audiences, on the other making reach a complex proposition. Online media strategies must go beyond AdWords and pay-for-clicks, taking advantage of the laser-focus targeting available through media strategies that go beyond keywords and demographic slices.
E-marketer data demonstrates why a diverse, real-time media strategy is important. Most of men’s time is spent on computers, approximately twice as much time as on televisions. To reach people on their computers requires a highly dynamic, flexible online media strategy that goes beyond simple keyword ads.