Media planning and buying agencies are constantly having to adapt to the changing world of digital, most recently incorporating social media into their campaigns. But while they are quick to embrace cutting edge technologies, the general approach of agencies is still very traditional in that video, TV, and digital campaigns are usually managed independently from one another.
However, the boat is being rocked. It’s an inescapable fact that the way people consume media is changing, and what we do online often has a direct correlation to what we’re watching on TV, and what we’re talking about on Twitter. It’s a complementary relationship – how many times have you watched a TV show, with your phone in one hand and your iPad on your lap? Therefore surely it makes sense for these campaigns to be planned together?
Walker Media, the only independent agency to be in top ten, are one of the first to start making changes to the way they plan and buy, by integrating their digital, cinema and TV departments into one ‘Screen’ department.
Ben Angove, Walker’s Screen Director, said ‘What we’re trying to do is to look at the way people are using different devices throughout the day and then nudging them towards those different touchpoints with a relevant message – whether that’s to buy something or to try and change their perception of a brand. We are not simply buying TV campaigns, cinema or digital display in the way that we did previously but are instead planning campaigns that look at the consumer journey through screen life.’
So, if it makes that much sense to integrate these departments, why aren’t all the major agencies making the switch?
Ben said that one of the reasons is that it can be hard to convince clients that media consumption has moved on. ‘The shift will be slow to happen, because clients are still in the mindset of ‘I need X amount of TV hours’. There isn’t yet that incentive to break free from the tried and tested model.’
So will other agencies adopt Walker’s lead, or is the agency world not yet ready to make such radical changes? Let us know what you think...
To see our full interview with Ben Angove, click here