On the frontiers of the media landscape – Organisational new media buying in network context
Immonen, Aleksi (2017-01-30)
On the frontiers of the media landscape – Organisational new media buying in network context
Immonen, Aleksi
(30.01.2017)
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Turun yliopisto. Turun kauppakorkeakoulu
Kuvaus
siirretty Doriasta
Tiivistelmä
We are living in an age where, in a relatively short time, the role of media has transformed completely. This change has forced advertisers to evolve and re-evaluate their modus operandi of buying media. The purpose of this study is to understand advertisers’ approaches to new media buying as it occurs ubiquitously inside the organization as well as in relation to relationships embedded at various levels of the network. More specifically, this study pursues to find clues for the variation that is apparent in different advertisers’ media behavior and especially in new media buying. To gain insight to this variation in media buying, this thesis explores the process and structure of media buying as well as the nature of the buyer-service provider relationship and the information sources used to make media decisions.
The study was carried out as a case study of the Finnish beverage industry. Seven people out of the six biggest beverage houses, operating in Finland, were interviewed for this research. The topic and the approach were both novel, which contributed to the explorative nature of this study. The theoretical framework consisted mainly of organizational buying behavior constructs but in a network theory context. Thus, this study contributed to both of the research traditions. Abductive logic was the natural choice for analyzing the findings, in order to mix and match established theories with the new concepts discovered during the research process.
According to this research, contemporary media buying shares some similarities with general buying theories, but the unique aspects of media buying reflect its relative complexity. It is no longer possible to make informed media decisions without the assistance of some specialized actors. However, regardless of the quality or amount of media/audience information, uncertainty is in the nature of media buying. Media investing is, to a certain degree, always a gamble and this is acknowledged in advertising organisations. The tolerance for this uncertainty is a key to understand the variation in advertisers’ media behavior.
The general trend among advertisers seem to be going to the direction of having a network of multiple skilled actors, who are able to provide up-to-date information of the different medias. However, it is certain that as the media and technology continues to develop, also the organizations depended on it need to evolve. Thus, stationary view is not a long-term strategy in media buying.
The study was carried out as a case study of the Finnish beverage industry. Seven people out of the six biggest beverage houses, operating in Finland, were interviewed for this research. The topic and the approach were both novel, which contributed to the explorative nature of this study. The theoretical framework consisted mainly of organizational buying behavior constructs but in a network theory context. Thus, this study contributed to both of the research traditions. Abductive logic was the natural choice for analyzing the findings, in order to mix and match established theories with the new concepts discovered during the research process.
According to this research, contemporary media buying shares some similarities with general buying theories, but the unique aspects of media buying reflect its relative complexity. It is no longer possible to make informed media decisions without the assistance of some specialized actors. However, regardless of the quality or amount of media/audience information, uncertainty is in the nature of media buying. Media investing is, to a certain degree, always a gamble and this is acknowledged in advertising organisations. The tolerance for this uncertainty is a key to understand the variation in advertisers’ media behavior.
The general trend among advertisers seem to be going to the direction of having a network of multiple skilled actors, who are able to provide up-to-date information of the different medias. However, it is certain that as the media and technology continues to develop, also the organizations depended on it need to evolve. Thus, stationary view is not a long-term strategy in media buying.