Time to change time
Most people in the industry will agree that the dynamic of television has changed and that the dynamic of all other media are changing too. Considering that we face a new media environment and that we need to address the stronger than ever demand of the advertisers for an increased efficiency of their media strategies, it is clear that the industry needs to revisit its current practices and build new planning tools. The authors revisit the various roles of time in media planning on the basis of past contributions and new advances, and comment on the three following major issues: audience velocity of delivery; flighting; and exposure allocation over time.
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