PROGRAM

MC-5 Redefining Reach in a Fragmented Media Landscape

With both media and consumer behavior becoming increasingly fragmented, simply focusing on “maximizing reach” as in the past is no longer enough to fully capture touchpoints with consumers. In this environment, what kind of reach should marketers aim for? In this session, we will discuss “reach design in the age of fragmentation” with marketers responsible for media strategy at Kirin Brewery, KDDI, and Mercari, drawing on their respective business models, products, and data environments. Using the practical experiences and challenges faced by these three companies as a starting point, we will explore hints for reevaluating your own company’s touchpoint design and consider the role that media planning should play moving forward.

• Moderator

  

  Masahiro Nakano

  DENTSU INC.

  Marketing Division 1 Managing Director

  

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  Mitsuru Gosha

  KDDI CORPORATION

  Media Planning Section / Group Leader

  

• 

  Shunsuke Imaoka

  Mercari, Inc.

  Manager, Digital Marketing