Эксперт DS Group предложил заменить медиапланирование на стратегию управления экранами

New Delhi: Media planning must move beyond allocating budgets between television, digital, print and radio, and instead account for how consumers move across screens during the day, according to DS Group’s Rajeev Jain. “Media planning needs a new operating system,” the company's SVP, Corporate Marketing, wrote in a LinkedIn post, arguing that the traditional channel-based approach no longer reflects the way people consume media. “For years, we’ve planned media around channels: TV, digital, print and radio. But consumers don’t think in channels. They move seamlessly across screens throughout the day, with each screen shaping a different level of attention, context and mindset,” he said. Jain called for a shift from “media planning” to “screen planning”, where the role of each screen is determined by the consumer’s situation, state of mind and position in the purchase journey, rather than by conventional media silos. “The fundamental planning question is no longer: ‘How much should I invest in TV versus digital?’” Jain wrote. “Instead, it should be: ‘Which screen should influence the consumer, at what moment, in what mindset, with what story, and how do all screens work together to deliver business growth?’” To structure this approach, Jain proposed a “6S Screen Planning Model” covering Screen, State of Mind, Situation, Story, Sequence and Success. The first consideration is identifying the screen best suited to the communication objective. The model then asks planners to assess what consumers may be thinking and feeling while using that screen, as well as where, when and why it is being used. The “Story” component focuses on choosing a creative format and message suited to the screen. This would require brands to move away from simply resizing or repurposing the same campaign across platforms. “Sequence” examines how different screens should work together during the consumer journey. A television exposure, for example, may build awareness, while a subsequent mobile interaction could trigger search, engagement or purchase. The final component, “Success”, calls for effectiveness to be measured beyond reach and impressions. According to Jain, the metrics for effective media planning should include attention quality, incremental reach, cross-screen frequency, engagement, brand lift, search lift, conversion, customer lifetime value and return on marketing investment. The framework places greater emphasis on whether different screens add new audiences, influence consumer behaviour and contribute to business results, rather than merely recording the number of impressions delivered. It also addresses the risk of repeatedly reaching the same consumer across television, connected television, smartphones, desktops and other environments without a unified view of campaign frequency. “As media consumption becomes increasingly fragmented, competitive advantage will come from orchestrating consumer experiences across screens, not optimising channels in isolation,” Jain said. He added, “Perhaps it’s time for screen planning to become the next evolution of media planning.”