Setting up for Success: Adjusting the media plan accordingly to the audiences’ media consumption

By Søren Fromberg on in MMM

Over the past decade, many markets have witnessed a significant transformation in media consumption patterns. The rise of digital media has disrupted the traditional landscape, posing new challenges and opportunities for marketers. As digital media consumption continues to surge, for example linear TV advertising faces the test of dwindling viewership. This shift in media preferences demands a strategic approach to ensure effective audience targeting and campaign success.

The change in the media landscape

One of the key observations in the media landscape is the contrasting media habits between different age groups. While the older population still maintains a strong affinity for traditional linear TV, the younger generation is embracing digital platforms and spending a significant amount of their time online. This divergence highlights the importance of tailoring advertising activities to the digital realm, where the younger audience can be effectively reached.

With the younger demographic predominantly consuming content through digital channels, marketers must adapt their strategies accordingly. Online advertising provides the opportunity to engage with younger consumers directly, utilizing precise targeting capabilities and interactive ad formats. By leveraging the power of digital platforms, brands can create personalized experiences that resonate with their target audience and drive meaningful engagement.

Balancing the media mix

However, this shift towards digital media does not diminish the relevance of traditional channels entirely. The older population, which remains loyal to linear TV, represents a valuable market segment that should not be overlooked. Balancing the media budget becomes crucial in order to allocate resources effectively across both traditional and digital channels. Striking the right balance allows brands to reach diverse audiences and maximize their campaign’s impact.

In this dynamic media landscape, accurate measurement and analysis are vital for optimizing marketing efforts. Marketing Mix Modeling (MMM) emerges as a powerful tool for understanding the return on investment (ROI) across various media channels. MMM enables brands to measure the effectiveness of different marketing activities and make data-driven decisions regarding media allocation.

Setting up for Success

Through MMM, brands can gain insights into their own sales performance and evaluate the impact of different media channels on their bottom line. By utilizing historical data and advanced modeling techniques, MMM empowers brands to simulate and predict the outcomes of different media scenarios. This enables them to make informed decisions about media budget allocation, ensuring the most efficient use of resources to achieve their marketing objectives.

As the media landscape continues to evolve, brands must remain agile and adaptable. Embracing digital trends and understanding the changing consumer behaviors are key to staying relevant and effectively reaching target audiences. By leveraging tools like MMM, brands can navigate this shifting landscape with confidence, optimizing their media strategies, and driving meaningful results.


In conclusion, the media landscape in the Nordics has undergone a significant transformation over the past decade. The surge in digital media consumption and the decline of linear TV viewership present both challenges and opportunities for marketers. By balancing the media budget and recognizing the changing preferences of different consumer segments, brands can effectively target their campaigns and maximize their reach. In Annalect we use tools like MMM to provide invaluable insights and forecasting capabilities, enabling brands to measure ROI, simulate outcomes, and allocate their media budget strategically. Embracing the digital shift and harnessing the power of MMM allows brands to adapt to evolving media trends and position themselves for success.

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