A new whitepaper by research agency Pollinate, ‘It’s not me, it’s you: people-centric media planning’ argues that awareness branding is wasted as people only notice situationally relevant advertising.

According the author, the gap between media planning and consumption has led to a century of wasted media. The whitepaper was based on self-funded research conducted by the firm.

“Old media planning models, based on brute force methodologies, such as diaries, fail to capture this crucial detail,” said Pollinate managing director, Howard Parry-Husbands.

“Marketing is evolving. Successful media planning requires a strategic view which puts people at the heart of decision-making.

The full paper can be viewed here.