What is Medium Fragmentation?
From mobile, portable, set-top, and laptop, we’re spending more time in more places. People are using more devices than ever, and they’re better for it. This proliferation of technologies is the underlining driver of attention fragmentation. It’s the reason why a dollar on TV spend doesn’t goes as far as it used to.
Why is it useful?
Digital media won’t replace broadcast in terms of awareness generation. Instead, new digital mediums are effective at changing attitudes and behaviour. This is especially true of new customer acquisition and purchase behaviour. As customers spend more time with digital mediums, they generate more data. It offers marketers the opportunity to experiment with campaigns and programs deeper into the purchase funnel.
How can Wink help me?
The best time to understand the data is as you make decisions about how and where to spend, not as an after thought post-campaign. We use scientific methods to objectively produce forecasts and targets so you can predict how much return to expect and when. It empowers clients to make better decisions with better information.
Unlike others, we have no bias because we don’t have an ad platform that relies on spend allocation.
Our approach remains consistent. It’s the experience of going through the logic of building a forecast and setting targets that real understanding is derived, and medium fragmentation can be leveraged as a force to drive sales.