At a glance
- Asset type: Whitepaper & Quote
- Published: 14th January 2014
- Source: W&V (Werben & Verkaufen)
- Language: DE original. EN summary and Q&A.
- Topics: Mobile media, multiscreen, media planning, multi-touch interfaces, data-driven marketing, adaptive marketing
Publication details
This piece explores how mobile behavior and multiscreen routines reshape media planning. It frames the shift as three practical changes: media becomes multi-touch, media becomes mobile, and media becomes data-driven. The implication for marketers is a move away from linear planning toward an adaptive approach that stays “always on”, uses data to recognize intent and context, and delivers messages that create real consumer value in the moment. In short: the future of media planning is less about buying channels in isolation and more about orchestrating connected touchpoints across devices, situations, and signals.
Publisher excerpt (German)
Über einen Sensor im Smartphone könnte man Joggern Werbung für Fruchtsaft ausliefern. Zukunftsmusik? Die Mediaagentur Mindshare erklärt die Mediaplanung von Morgen. Und Deloitte hat untersucht, wie sich der mobile Markt entwickelt.
Publisher excerpt (English translation)
Using a sensor in the smartphone, one could deliver juice ads to joggers. Science fiction? The media agency Mindshare explains the media planning of tomorrow. And Deloitte has examined how the mobile market is developing.
Original publication link
Key questions. Clear answers.
What does “multiscreen” mean for media planning?
Multiscreen means people move fluidly between devices and platforms while consuming content. For media planning, that shift increases the need to coordinate touchpoints so messaging stays coherent across screens instead of being planned in separate silos.
What are the three shifts highlighted in this perspective?
The perspective frames three shifts: media becomes multi-touch, media becomes mobile, and media becomes data-driven. Together, they push planning toward experiences that are interactive, context-aware, and continuously optimized.
Why does “mobile-first” change how content should be produced?
Mobile-first changes production because content must work in short, context-heavy moments and across many formats. The implication is to design messages, assets, and landing experiences for smartphones and tablets as the default, not as an afterthought.
What is “adaptive marketing” in practical terms?
Adaptive marketing is the continuous adjustment of products, messages, and media based on real-time signals and changing consumer behavior. It requires teams to learn continuously, respond quickly, and keep experiences “always on” rather than campaign-bound.
How should marketers use context signals like location or motion responsibly?
Context signals can improve relevance, but they must be used with clear consumer value and strong privacy discipline. The safest approach is transparency, consent where required, data minimization, and delivering utility rather than surprise targeting.
What capability should a media team build first for this future?
A practical first step is building an operating model that connects data, content, and activation across channels. That means a shared measurement framework, fast creative iteration, and workflows that support continuous optimization instead of one-off planning cycles.