Legacy media mix modeling is outdated for today’s fragmented consumer journey
Let’s face it, traditional media mix models (MMM) are relics of a simpler time. Such systems were built to measure high-reach platforms like TV, print, and radio, where broad exposure was equated with success. Back then, this approach made sense, audiences were more predictable, and their consumption habits were linear. Nowadays, this approach feels like navigating a Tesla with a paper map. It’s not enough.
Consumer engagement has splintered across a multitude of platforms, each offering unique, highly personalized experiences. Gaming is a perfect example. Since the pandemic, gaming has exploded in popularity, connecting with deeply engaged audiences across diverse demographics. Add to this the rise of podcasts, streaming audio, and digital out-of-home (DOOH), and it becomes clear: we’re no longer dealing with a one-size-fits-all world.
Even the way we measure engagement has evolved. A 15-second streaming pre-roll video delivers exponentially more engagement than a static display ad, yet legacy MMM struggles to capture this nuance. We need to move beyond blunt metrics like reach and impressions and start focusing on the quality of those interactions.
The bottom line? Traditional MMM is outdated, and clinging to it means leaving major opportunities untapped.
Emerging channels offer more value but require holistic integration
Emerging platforms are where attention is thriving. Streaming audio, influencer marketing, gaming, and AR aren’t fringe players, they’ve become the platforms consumers are dedicating their time to. Many organizations still view them as optional extras. This mindset is like leaving a battery-powered rocket on the launchpad. These channels are ready to deliver results, but they need to be integrated into the bigger picture.
For instance, digital out-of-home (DOOH) placements in high-dwell environments, like gas stations, movie theaters, and elevators, create moments of focused consumer attention. Pair these with digital campaigns, and you’ve got a multiplier effect, where each channel reinforces the other. It’s a strategy that takes advantage of synergy rather than siloed thinking.
In order to make this work, metrics need an overhaul. Last-touch attribution is simply too narrow. It credits only the final interaction before a conversion, ignoring upstream influences. Instead, businesses should adopt multiple attribution models that provide a more comprehensive view of how emerging channels contribute across the customer journey.
Modern media mix models should adopt a bottom-up strategy informed by consumer journeys
Top-down planning is a legacy of the cookie era, and as cookies phase out, brands need a new playbook. Enter the bottom-up strategy: a method that starts with understanding real consumer behavior. Where do your customers spend their time? Which platforms hold their attention, and for how long? These are the questions that matter now.
Time spent on a platform is a signal of where you should allocate resources. For example, gaming and podcasts aren’t just diversions; they’re integral parts of daily life for millions. If your campaigns aren’t meeting consumers where they are, you’re missing out.
The best insights often come from qualitative research. Tools like focus groups and surveys reveal how consumers actually interact with content. For instance, podcast listeners may respond better to a conversational, host-read ad than a scripted spot. This kind of granular insight lets you refine your strategies in ways that resonate deeply.
When anchoring your MMM in the realities of consumer journeys, you create a roadmap that’s aligned with where people are spending their attention and their money.
Rethinking media investments to align with evolving consumer behavior
It’s time to rethink how we allocate budgets. Traditional media channels, once considered the main drivers of success, are no longer the only, or even the best, options. Modern consumers have shifted their attention to platforms where engagement is personal, immersive, and high-quality. Your media investments should follow suit.
It doesn’t mean abandoning the familiar. TV and print still have their place, but they need to be balanced with newer platforms that offer different strengths. For example, streaming audio and gaming provide immersive experiences that can’t be replicated elsewhere. When combined with traditional media, these channels amplify each other’s effectiveness.
Qualitative research helps fine-tune this balance. Surveys and panels can uncover consumer preferences, like which ad formats resonate most in specific contexts. Armed with this knowledge, brands can optimize their spending to focus on quality and relevance, not just volume.
The key is adaptability. Consumer behavior is always changing, and your media strategy needs to change with it.
A multichannel future requires blending traditional and emerging media
A consumer’s journey is anything but linear. It’s a tangled web of touchpoints, each influencing awareness, consideration, and conversion. The only way to succeed is with a multichannel strategy that blends the strengths of both traditional and emerging platforms.
Emerging channels like podcasts and gaming aren’t just accessories, they’re integral parts of a comprehensive media strategy. When used alongside established media, they create a smooth, engaging experience that builds loyalty and drives results at every stage of the funnel.
Pairing DOOH campaigns with streaming audio can capture consumer attention in high-focus moments while reinforcing brand messaging across platforms. The goal is to meet consumers wherever they are with messages that feel relevant and connected.
When focusing on how channels complement one another, brands can create campaigns that resonate across the entire consumer journey.
Key takeaways
As you think about your brand’s future, ask yourself this: Are you investing where your audience’s attention truly lives, or are you simply following what’s easiest to measure? The world isn’t waiting. Consumer behaviors are changing faster than ever, and only those willing to break free from outdated thinking will thrive. Will you be bold enough to lead, to experiment, to meet your audience where they are today, and where they’ll be tomorrow? The choice is yours, but the clock is ticking.
