Consumer-driven media planning and buying

Media planning and buying has historically focused on efficient message distribution. Thus, most media planning approaches have focused on optimization models based on estimated reach and frequency. Those models assumed a hierarchy of effects base where consumers move through a purchasing journey driven by assumed media exposures. In this exploratory paper, an argument is made for a consumer-generated media consumption model. Thus, their focus is on media influence rather than simply exposures. The model is demonstrated with data from a US-based online consumer data-set. The authors posit technology has made their approach superior to traditional models. A set of managerial implications is included.