Media consumption pathways in an evolving

It is no longer new news that today’s media landscape is quite complex and changing at a rapid pace. It is widely known and
understood that consumers have more choice and more control over what media they use, when and how. And there is nothing
new in the understanding that consumers can be less loyal and are sampling a great number of the many options, be they
product, brand or media offerings, available to them today.
What is new, however, is how these changes have caused and continue to cause, a fundamental shift in how we evaluate, plan,
buy and measure the effectiveness of our communication activities for our marketing clients. Today’s focus is centered on a
thorough and deep understanding of the target customer – their motivations, behaviors, attitudes and relationships to both the
brands and media they consume. Today’s communications planning is about developing an understanding of the target that goes
far beyond traditional media planning and buying practices.

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