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April 09, 2001

Media buying will not change in the next few years. Neither, technological advances nor media segmentation will affect basic media buying strategies. Frequency, reach, and placement will still be factors to consider in media buying. However, media objectives will go through radical changes due to three fundamental factors: market globalization, greater emphasis on return on investment (ROI), and media segmentation.

With market globalization, geographic boundaries are becoming less defined. Media buying will focus more on lifestyles and consumer groups. Technological advances are making the world smaller; audiences will be grouped into small and important transnational virtual markets. Consumers will be group not by countries, but by lifestyles, in which audiences can be reached by new transnational communication mediums such as cable, satellite TV, and Internet.

Advertisers will increase their demand for a higher return on their investment. Media professionals will have to justify each advertising dollar spent. Advertising will see media buying as an investment that affects market pricing. Media plans will be accompanied by the expected response rates of an advertiser. Media buyers will have to present immediate and measurable results that justify investing in one media over other mediums.

Media segmentation will force marketers to be more selective in the planning and purchase of media. More attention will be paid to the content of the message. There will be a greater search for more direct associations between the advertising message and the content of the communication medium. For example, broadcast television will continue to tailor their programming to obtain high ratings, while trying to reach the masses with sensationalists and sometimes outrages content. Cable television will attempt to reach audiences with selective and more complex common tastes. While, Internet web sites will try to present a more varied and useful content for an audience with defined taste, higher education, and a strong purchasing power.

The Internet as a communication medium will continue to grow rapidly as an advertising channel and an e-marketing tool. We are already seeing new advertising formats with greater communicational impact than the banner such as the animated layer spot, web interstitials, and Flash e-mails. At the same time, advertisers' marketing web sites are becoming a primary point of contact with the target audience. Furthermore, the Internet offers excellent measuring tools that will put at ease the need of advertisers for better measurement, immediate results and justification of investing on a media.

Courtesy of http://publiwebmedia.com.

Rodolfo Luisis is a the Managing Partner of PubliWeb Media, an e-marketing agency in Miami that focuses on U.S. Hispanics and Latin America. Mr. Luisis has 4 years experience in e-commerce and online marketing and over 20 year experience in traditional media and advertising services. If you would like to reply or comment on this article you can reach Mr. Luisis at rluisis@publiwebmedia.com

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