Media planning today exists largely in silos well beyond the traditional vs. digital media divide. The media plan and the budget for YouTube is in a separate realm from Facebook or Amazon, not to mention the open Web. Mobile, desktop and connected TV may as well be in different universes. The platforms are exacerbating the trend by creating their own silos. Media buyers and their partners need to counter by evolving toward a world of unified planning that will give the scale and reach to create an audience-centric, holistic and more effective whole.
Learn more on keeping the world 'flat' by reaching audiences beyond boundaries by downloading our white paper below.