Welcome the New Age of Media Planning

If the last few years of uncertainty have taught us anything, it’s that the old way of doing things doesn’t have to be the only way. Everything about the way we operate our day is different—from where we work, how we shop, to the way we engage with friends and family. With these shifts in lifestyle, habits around media consumption and interests have also changed, thus forcing advertising models to evolve and brands to take a hard look at how they can effectively reach consumers. These changes are here to stay, so brands need to modify planning accordingly.  

In a recent webinar, Jay Nielsen, SVP of Global Planning Products for Nielsen, discussed what he considers the three pillars of effective media planning when so much of everyday life remains in flux.

Key takeaways include:

1. Focus on people 

In recent years, many brands have invested heavily in rich first-party data to create strategies to effectively engage their target audiences. Leverage person-level data and insight into media consumption to form an understanding of consumer behavior

2. Adopt a nonstop planning strategy 

Treat planning as an “always-on” exercise versus something that is executed every year.

3. Implement consistency among partners 

The importance of data quality and consistency can’t be overstated, and yet regardless of budget size, this remains an obstacle for marketers. Use resources that simplify the process and remove obstacles.


Most Importantly, each of the three pillars discussed—the focus on people, continuous planning, and connected planning—work purposely together. If you engage in continuous planning that isn’t based on people—or if your planning is based on people but you’re only doing it once a year—you might be missing the mark.

If you have questions or concerns about how to effectively reach your target audience in these changing times, learn more about the media planning and buying services provided by EGC. We can help implement the three pillars listed above in making your brand presence known.