Just in Time Media

Posted on December 22nd, by Jay Murphy in Communities, Digital Marketing, Digital Tactics, Online Strategy. No Comments

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.

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