George Patten
Dec 23, 2015

2016: Media buying will get harder

Marketers and agencies need to grasp tools and tech to keep up with media, writes Accenture's George Patten.

Objective metrics and client engagement are key to successful media buying

While media is typically the largest single marketing expenditure, few marketers have a firm grasp of how their investments have performed. Marketers are also unsure whether the agency recommending and making the purchase has delivered real value. All this serves to make makes buying media effectively and efficiently an ongoing challenge. 

The truth is, media buying has become vastly more complex, fragmented and costly in recent years. The quality, as well as the cost,...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Omnicom falls short but still posts 2.2% organic growth in Q3
Premium
10 hours ago

Omnicom falls short but still posts 2.2% organic ...

Organic growth was only up 0.4% in Asia-Pacific

Premium
Cracks appear in Google's search ad revenue dominance
Premium
11 hours ago

Cracks appear in Google's search ad revenue dominance

Forecast of search ad market suggests Amazon is only growing player in $55bn US market.

Premium
Dunkin' Donuts CMO Tony Weisman to step down in December
Premium
11 hours ago

Dunkin' Donuts CMO Tony Weisman to step down in ...

It comes just days after he spoke at an ANA conference about the brand's transformation.

Premium
Arsenal hits the pitch with brands in Asia
Premium
12 hours ago

Arsenal hits the pitch with brands in Asia

EXCLUSIVE: Arsenal FC managing director Vinai Venkatesham speaks to Campaign Asia about engaging with Asia's massive fan base and the brands that also want to play ball.