Good planning should come from the best possible understanding of your audience. In the digital environment, this means fully understanding the user's journey from learning about your company/product to making a purchase.
In this context, the omnichannel concept makes perfect sense. You need to understand and apply multichannel concepts in your planning, as long as it makes sense for your audience's journey. Regardless of the channel, you need to use the right moment, with the right message and using the most appropriate formats.
Difficult, right? Programmatic media was created precisely journalist email list to automate this process based on data, machine learning and your expertise to set up the best possible campaign.
Therefore, go beyond the persona, understand behavior based on data, know and make good use of micro moments.
Public VS Space
Is understanding your audience important? Of course!
Is understanding space important? Sort of.
Of course, understanding where your ad will be displayed and how it will be displayed is important. However, it shouldn't be your biggest concern. Why? In the past, a paid media launch was systemic, with launch, support, conversion, etc. The moments were well defined in the daily life of your target audience: in the morning, TV at home, then radio in the car on the way to work, getting home and listening to the news, blah, blah, blah.
Today, the journey is plural. From the top of the funnel, the user becomes a lead and goes to the bottom, but does not buy and starts to consider another solution, and returns to the top with content from the competitor (and watches Netflix simultaneously on their TV while doing all this on their smartphone).
So, how to be relevant? Where to be relevant?
That's why understanding the audience is more important than the space (as you compete with your competitor, with other forms of entertainment and with other types of media).
The ideal is to understand your audience and impact them at the ideal time (not necessarily on the ideal channel). In the course, one of the teachers gave a great example: he had a campaign launch focused on people who like sports, however, that week the impressions were low and he couldn't reach the target audience (by the way, that week Gugu had passed away). Therefore, a large part of his audience was not on sports websites (the ideal channel), but on news and gossip websites, so he had to completely change his planning.