New channels offer additional optimisation to most media campaigns. 

One type are the digital displays called Fitness TV, and another the digital display networks that can be seen in commercial buildings and marinas. 

Back in 1919, John Wanamaker, the American who pioneered the concept of the department store as well as the idea of marketing, said: “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.” This statement was later used by a person we are better acquainted with, David Ogilvy, who, in 1963, posed the following question: “Are we now – 100 years later – sure what works and what doesn’t?”

The fast development of digital channels brings much greater possibilities, but with this comes the exponential increase in the fragmentation of media channels. The media landscape has changed in the past five years more than in the past 100 years in total; so much that there are consumer groups that have become immune to mass media channels. They even have a name – The Unreachable.

How to reach The Unreachable – the target group with the biggest income? 

It is easy in theory, but the practice shows that it isn’t quite so. The best approach is media mix optimisation. In most cases, mainstream marketing generates an awareness, but the transition from awareness to purchase (the path to purchase) depends on whether you are on the right channels at the right time…