We’ve all been there, we’ve splashed out on a rocket for Bonfire Night, told the kids, informed the neighbours, locked the dog away only to deliver a small frazzle instead of a mighty bang.

More and more media owners are developing just that, the next big bang, creating new tech platforms to hyper target and monetise our increasingly individualised media consumption (think Planet V, Dax, Atlas etc) which fundamentally we all love.

After all, these new platforms will help future proof media businesses by either delivering incremental reach or by encouraging new advertisers in at a lower entry capital cost.

However, the more levels of targeting you implement, the greater the cost. For example, if our targeting is 30% better but costs are 300% higher our efficiency is up but our cost efficiency is down! Where’s the sense in that?

It’s imperative these great initiatives don’t prove to be the Emperor’s new clothes but an opportunity to help businesses grow and move forward!

Innovation is to be applauded but cost-efficient innovation deserves a standing ovation.


Frank Lyons



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