More often, research is reporting that consumers demonstrate moderate to low usage patterns of most media options – both traditional and non-traditional.  We interpret this to mean consumers are indeed spending less time with individual media forms, and more time with all of them.  It’s been a threat since the late 1980’s … the dreaded media fragmentation theory.  Do you remember when FOX entered the TV market in 1986, and for the first time we experienced a shift in viewing habits?  Media buyers didn’t know what to do with FOX-TV’s whole new set of programs at below-standard ratings.  Or, the first time cable networks combined earned over a 50 percent share of household viewing, fragmenting viewership even more?  Industry media professionals referred to this period as “media of the ‘90s.”  Looking back, what did “media of the ‘90s” even mean?

Today, media fragmentation isn’t necessarily the problem … but rather our mental filters to guard against hypercommunication.  Only 11.7 percent of U.S. households are equipped with a DVR, but response to TV ads is off by far more than 11.7 percent. Broadcast radio has only lost about 4 percent of its audience over the past three years, and even the most aggressive doomsayers are predicting that radio will lose no more than 11 percent of its audience by the end of the year. But response to radio ads is off by far more than that. Newspaper readership peaked in 1984, and today’s number is only about 16 percent below that banner year. But the response to newspaper ads isn’t nearly what it was back then.

How does this dynamic change our approach to developing a media plan?  We need to know more about your customer’s decision process and key influences.  The typical target demographic (Adults 25-54) won’t allow us to efficiently focus your media dollars.  In broad terms, it’s more important than ever to …

1)      Know your customer.

2)      Know your goals.

3)      Know your expectations for response.

Understand who your customer is based on demographics and lifestyle characteristics.  Understand their mindset and when they’re most receptive to your message.  And, where are they during their weekly routine when they more are apt to consider your offer?  It is important to engage the right consumer when in the right mindset.  Form a relationship with your target consumer through relevant messaging.  Learn how to engage small audiences for a long time instead of engaging large audiences for a short time.

Are the mass media options the best place to be?  Well, if that’s the medium the consumer is spending more time with during the moment of consideration or during the most opportune time to influence, then yes, you’re spending your media dollars wisely.  However, if you’re placing advertising in the “comfort” media because that’s what you’ve always done, or that’s where your competitors are, or because it reaches a lot of people and you received feedback that people saw your ad … I have one question for you … are these the forms of measurement that sell product or change consumer behavior?

In the end, if you’ve thought through response expectations, we are able to better match creative and media tactics to effectively deliver those goals.   Or, should they even be divided as “media ideas” and “creative ideas,” but rather “communications channels?” Behind agency walls, account planners, creative and media are conceptualizing ideas together.  Did it make me slightly uncomfortable the first time a creative director thought of an innovative communications/media platform.  You bet ya.  Where’s the job security?   But, on the other hand it’s generating a new energy in the media department to think beyond just media, and consider all consumer touch points and communications channels.

The advertising and media world is changing more than ever and at a fast pace.  Take a stand and step out of your comfort zone.  Open your mind and consider the potential when engaging a whole new audience in a whole new way.