Just a few years ago, planning a digital strategy was “simple.” Google and Meta dominated the digital media ecosystem, offering a few central channels where brands and agencies could reach their target audiences without much complexity. Strategies were straightforward, metrics were clearer, and, in general, there was a well-defined path to reach consumers.
However, today the landscape is entirely different. The emergence of new platforms, formats, and channels has fragmented the digital ecosystem, making it broader and more complex. We now have options like TikTok Ads, Amazon Ads, Mercado Ads, Connected TV (CTV), Netflix Ads, Twitch Ads, Push Ads, Retail Media, and a long list of other solutions that provide opportunities but also present a significant challenge: how can brands ensure that their message reaches the right audience on the right channel at the right time?
A Fragmented Ecosystem
Today, reaching the right consumer is no longer just about selecting a channel—it’s about choosing the right channel, format, content, and timing for each type of audience. Advertising alone isn’t enough; knowing exactly where and when to do it is crucial. The complexity increases when we consider that each platform and format has unique characteristics that must align with audience interests and behaviors. TikTok is a clear example of this trend: it has become the epicenter of social media for Generation Z, replacing platforms like Meta and positioning itself as the primary search engine for this generation, even surpassing Google.
With a fragmented ecosystem, advertisers must stay updated on adtech trends and adapt their strategies based on specific variables such as ad creativity and publication timing. This is especially important because every element—format, channel, content, and timing—can make the difference between a campaign’s success or failure.
The Role of a Media Execution Partner: Simplifying Complexity
In this landscape of scattered channels and formats, a Media Execution Partner (MEP) plays a crucial role in supporting brands and agencies in planning and executing their media strategies.
As an MEP, at 369, we are constantly working to complement our partners’ digital strategies by simplifying the complexity of the adtech ecosystem. This allows our clients to focus on growing their sales while we take care of media execution.
The advertising ecosystem will continue to expand and become increasingly complex. In response to this challenge, a Media Execution Partner is not just a service provider but a strategic partner who understands the nuances of each platform and format, helping advertisers overcome the barriers of an oversaturated market.
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