THE NEW CONSUMER
Today’s consumers buy differently. More than ever, purchasing decisions are shaped by values and attitudes such as social responsibility, sustainability, and regional ties. Of course, this also affects defining and addressing of target groups.
BMW or Skoda? Brand preference cannot be explained by age and income alone. ProSieben, YouTube or Netflix? Even older target groups watch on-demand and younger age groups watch linear TV.
So it’s surprising that traditional, superficial, purely demographic target group definitions and approaches are still so common in media planning. Mediaplus is not one of them!
We make values, attitudes and behavior plannable.
Mediaplus is not one of them! We have our finger on the pulse of consumers and monitor the influence of changing values - our Values Planning ecosystem offers values analyses of brands, values- and behavior-based target group definitions, creative optimization, and actual plannability in all media. This ensures future reliability and creates measurable and significant impact and efficiency benefits for our clients.
And as an agency group, we not only attach great importance to sustainability and climate neutrality for ourselves, we also provide our customers innovative ways to advertise in more environmentally friendly ways to meet the demands of their target groups. The best example: our Green GRP, which we apply to neutralize the CO2 emissions caused by media campaigns. In our regular ‘Sustainability Circles’ we also discuss how we can operate even more sustainably in our approach to target groups and the needs of brands.
