The Ad Club’s Second Annual Media Innovation Day was aftting venue to examine media’s rapidly changing landscape.And what better way to do so than to survey the audience.In a study that covered the day’s three primary topics – HowWe Consume, How We Buy, and How We Create – Allen &Gerritsen, in conjunction with the Ad Club, developed insightsthat shed light on the uctuating media environment and theproession itsel.We ound:
Media proessionals say that the largest challenge
aces is rapidlyevolving consumer habits.
Yet, they rate decreasing client budgets as
New channels, including mobile, social, and location-based, are gaining momentum.
Media proessionals are working increasingly with other departments within theircompanies to do more with less.
Keeping up with a Changing Landscape
Media proessionals eel that the largest challenge
aces is keeping up with therapidly evolving habits o today’s consumers. At 42%, this eclipses other actors, such as asaturated environment (17%) and a lack o understanding o digital technology (14%). To meet thisneed, it is increasingly important or media proessionals to exude constant curiosity and energy,as well as a willingness to try new strategies.
How We Consume,How We Buy, and How We Create
It Takes a Village:The apidly Shiting MediaLandscape and roession
Media and Marketing roessionals at the Ad Club’s2nd Annual Media Innovation Day
September 22, 2011 through October 7, 2011
ight-minute online survey
To uncover trends in media planning and buying