Observed Signal · Aug 26, 2026 · Commentary · Source: Horizont · Impact: 2/5 · Sentiment: Neutral
Media Planning Market: Cheapest Media Contact Can Be Most Expensive
A Talking-Heads column by Katharina Wildau (JOM Group) published on Horizont argues that media planning's narrow focus on cost-per-contact and short-term efficiency can be counterproductive. Wildau, a member of JOM Group's management, explains why the cheapest audience contacts may deliver lower long-term value and higher overall costs, and urges media planners to adopt a broader definition of efficiency that accounts for reach quality, campaign effectiveness, and strategic goals.
Opinion piece urging a broader efficiency metric in media planning; relevant to agencies and advertisers but not an industry-breaking announcement.
Key Takeaways & Evidence Grounding
- Article published on August 26, 2026.
- Author is Katharina Wildau, member of the management (Mitglied der Geschäftsleitung) at JOM Group.
- Column argues that the lowest-cost media contacts can be the most expensive when accounting for long-term effectiveness and quality.
- The piece is published as a Talking-Heads column on Horizont, part of dfv Mediengruppe.
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