For decades, advertising agencies on Madison Avenue have been “buying media”. There are media managers, media planners, and media buyers. But what exactly are they buying?
That question is answered in this Mediapost column about the changing perspective on Madison Avenue. This quote pretty much sums it all up….
“…a philosophical shift on Madison Avenue, where major agency holding company media services operations say they have shifted from a mentality of “buying media,” to one of “buying audiences,” ”
Ad agencies used to “buy media” and not surprisingly, they paid media companies. If ad agencies are now “buying audiences” shouldn’t they start paying the members of the audience?
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