It is a trusim to say that media has changed over my time. In fact, it has exploded and there’s now a daunting superabundance of choice for marketers.

With choice comes competition, which classical theory suggests should be good for prices. This is partly true – for example the real price of TV airtime (and therefore, some argue, other media) has not risen significantly since the nineties.

However, the increase in choice has not been matched by a commensurate increase in ways of reaching a mass audience. Rather, audiences have fragmented – shattered, even – so there are now many more ways of reaching small numbers of people.

This is good news for those wanting to target tightly, especially as many of these online media vehicles have back channels that yield data.

Bron en volledig bericht: Marketingweek