One very interesting discussion today in the AAAAs preso was how digital is the only medium where the RFPs go out before we have a plan, in large part because there are no widely available planning costs for the medium, like there are for TV and Print. Want to buy Daytime TV? There's a planning cost for that, for National and Spot. Want to buy W 18-49 digital eyeballs? Well, generlaly people ask someone down the hall who buys that demo what are approriate expectations. IF tehre is someone down the hall that actually knows...otherwise its either guesswork or RFPing mania.
The initiaive to bring SQAD-like planning costs to digital holds great promise because it will certainly reduce the wheel spinning for agencies and pubs that send out/answer RFPs that go to 25 sites when no one even knows if a particular class of media will be in the final reco.
The current way is a mess, and it's nice that something is being done about it.
Thanks for reading, and don't forget to write.
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