In this presentation, Don Schultz compares online media sellers with Oliver Twist, the Charles Dickens waif who is continuously begging for food. That is, online sellers are continually begging for a “larger share of the existing marketing budget” with little support for their requests other than “we deserve more” because people use us more or like us more.

In his presentation, Schultz will discuss how online media can change this “begging for dollars” approach to one where marketers can and will devote more funds to online media to reach the consumers that are important to them. The approach is based on four factors, i.e., (a) media form used, (b) time spent with each media form, (c) media forms used together and simultaneously, and (d) purchase influence by media form. 

Drawing on nine years of SIMM (Simultaneous Media Usage) data, Schultz will discuss how consumer media consumption will drive media allocation in the future. He will demonstrate how this consumption data can be used to develop predictive media allocation models to show the proper allocation between online and offline. A case history of how this approach has been used in the auto category illustrates the entire process.

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Presenter: Don Schultz, Professor Emeritus-in-Service of Integrated Marketing Communications, Medill School of Journalism, Northwestern University

Format: PPT