Nardini to Media Buyers: Stay Alert to Online, Consumer Behavior Shifts

According to Erika Kathryn Nardini, vp and media director for Digitas, to be successful in spite of current changes in online and offline media buying, media buyers must “apply strategic marketing principles in an intelligent yet fluid manner” and “support strategic use of buying clout with actionable learning, innovation and insight,” writes iMedia.

Shifts in online media buying - like online video’s increasing viability as an online medium - are “driving meaningful extensions and opportunities well beyond the 30 second spot,” Nardini said. She also noted that “digital advertising is at once becoming more and less traditional: more traditional as mainstream content goes digital and inventory demands necessitate upfront buying tactics as well as traditional buying measures; less traditional as emerging technologies and user-generated content result in a proliferation of nascent technologies and opportunities that fall outside traditional buying/measurement models.”

Nardini also said that the most significant media buying trend occurring is the evolution of consumer behavior as “a catalyst for rapid and widespread change both in content and opportunity,” raising awareness for the need for evolved media strategies. This has resulted in more integrated media buys, causing the companies challenged in communicating multi-media platforms to suffer from the “lack of a truly integrated opportunity or innate challenges within the content itself,” Nardini said.

As for purchasing media based on an auction method, Nardini said, “understanding the point of diminishing returns will be key for buyers engaged in this practice.”