DIMENSION is our latest thinking on some of the biggest communications planning, buying and measurement issues. This year’s study, Media and Me, investigates how brands, media owners and agencies can win in an increasingly personalised media world.
The trend towards greater personal curation presents enormous opportunities and challenges that need to be understood. Uniquely, the study reflects the response and attitudes from twin perspectives: those of the industry’s practitioners and those of the consumers they are trying to reach.
Whilst our fieldwork was conducted before COVID-19, we recognise that this pandemic presents innumerable challenges to the ability to reach audiences with timely and relevant messages in a responsible, meaningful way. As social distancing measures become the norm in many markets for the foreseeable future, our findings, examining key considerations to navigate the risks of personalised channels could never be more relevant.
Click here to access the fieldwork report.