Modern Planning Must Be Local

Overview

The opportunity presented by better local measurement means more campaign visibility, but some marketers are not happy with the results they have found. This transparency is leading to refocused efforts to improve planning, as the impact of each buy is limited by the quality of allocation. So what does modern TV and digital video planning look like for the most successful agencies? It has to start locally.

Michael Beach, CEO of Cross Screen Media, covers how agencies are adapting their cross-screen planning to succeed through audience-driven local solutions, despite shifting consumption habits and fragmented inventory.