Exclusive: Gen Media on efficient media budgets

Exclusive: Gen Media on efficient media budgets

In the June edition of Toy World, Clive Green discusses how having the right targeting strategy can make media budgets much more efficient. Budgets are under increasing pressure with the rise of media fragmentation and international tariffs, so it’s never been more important to make every penny of marketing budget count. Choices that might have once been instinctive, like who to target and when, now need to be backed by solid data and clear stra…