Just in Time Media
Interesting talk by Bob Katz, CEO of Vail Resorts (http://adage.com/brightcove/lineup.php?lineup=18982295001&title=52412902001). He discusses how the lead time for ski vacation bookings has been reduced from 6 to 9 months in advance to as little as 3 to 4 weeks in advance. This in turn has led to a change in media buying. Instead of committing to long lead time print campaigns, Vail Resorts has instead of spending 80% of their budget by early December; they have 80% of their budget ready to commit to online spending to target the new decision cycle for vacation rentals. The result is a shortened time cycle for weekly messaging – in social media, display advertising and search engine marketing.