From Channels to People: Why Audience-First Planning is Redefining Media Strategy
- TeamJACK
- Jul 28
- 1 min read
The world we live in is fragmented, hyper-personalised media ecosystem, and reaching the right audience has never been more complex, or more critical. The sheer volume of content, platforms, and advertising formats has made traditional channel-based planning feel almost quaint. A brand’s target audience no longer exists in neatly defined silos of linear TV watchers, radio listeners, or digital display clickers. Consumers today are platform-fluid, multi-screen, time-shifting decision-makers, who expect personalised, seamless experiences across their digital and physical worlds.
Gone are the days when media plans revolved around placing ads on “the right channels” based on broad demographic targets and fixed media budgets. The classic planning mantra of "TV for reach, digital for performance" is rapidly giving way to something much more nuanced—and far more effective. The new imperative is to understand who you're speaking to, what they care about, and how they behave across the entire media landscape.
Read the full article on the Drum written by Client Partner for Government & Public Sector, Christine Bryson, here: https://www.thedrum.com/open-mic/from-channels-to-people-why-audience-first-planning-is-redefining-media-strategy
Christine Bryson
Client Partner - Government & Public Sector
Christine leads compliance across Government and Public Sector accounts, she has worked with a range of organisations on a global scale, Christine champions environmental initiatives and EDI within the advertising space.
