Strategy Leaders: Behavioural targeting on digital and TV avoids lumping together audiences based on ages and households where advertisers can customise the reach of their campaigns, writes Nina Franck.

Strategy Leaders: Media habits between old and young may be diverging, but the same planning mistakes are at risk of repeating themselves. 

At best campaign KPIs can be effective, but at worst they are useless and misleading. How should you choose what is right for your campaign? 

Now is the time for change, urges Nina Franck.

Advertisers would be well-advised to treat the growing AVOD market as an opportunity akin to broadcast, not just digital.

Now that the SVODs are on BARB, we’ll really be able to see whether younger Netflix viewers are the ones that do not watch linear TV at all.

Contextual relevancy is being brought to a mass medium that has always offered creative opportunities for emotional messaging.

Being agile in media comms is always a requirement. But such extraordinary events like the Queen’s death require particularly agile planning.

Think about how you as a brand can help. Do not think about how you can sell.

Think about the channels and formats which allow targeting the maximum target audience, in relevant context, with as much screen coverage and ear time as possible.