Social listening data is often used only to influence social campaigns. Siloes within agencies can keep it from informing media campaigns in other channels.
IPG Mediabrands, for instance, has multiple media buying agencies, including a search and social unit called Reprise Media as well as its trading desk, Cadreon.
Reprise and Cadreon made a good effort to work together, with Reprise handing off data trend reports for Cadreon to consider during its programmatic buys. But the process was…well, a bit of a process.