What is the right media mix? It's a question that marketers are constantly asking themselves and their agencies. It appears simple enough, but complexities arise early in the process. What's the budget? What is (are) the objective(s)? These are only a couple of the questions that complicate these decisions. In today's world, any determination of media mix modeling includes data. With thousands of media vehicles -- let alone marketing channels -- available, the process of managing data for all of these options can quickly become unwieldy.
For the past five years there has been a shift of billions of advertising dollars to digital media, sucking that money out of all traditional media including television. Interestingly, television has been less affected percentagewise than the other traditional media.
The National Marketer Advertising Marketplace gained 8% in the first half of the year (January–June), aided by additional revenue from the Winter Olympics and the World Cup. Looking across platforms, digital was the strongest performer this half, growing 14%. That was followed by out-of-home at 9%, linear video at 6%, radio (which remained flat) and print at -21%.