Over the past 20 years, we have seen a dramatic change in the media scene. Long established channels like TV have been over-whelmed with an insurgence of new mediums all vying for viewers eye-balls, and share of heart. Off the back of this shift, media plans have also had to evolve and now focus on the diversity of channels to achieve that much-desired reach. The challenge brands are facing today is; are eyeballs really the answer?
The reach-based media plan is not enough anymore
Let’s face it, nobody likes to be interrupted by ads, according to GWI, 36% of people in MENAT block digital ads. Not only are there too many, but they also get in the way of the users objective whether they are looki
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