Media Behavior

This category contains 20 posts

Surviving Shifts in ROI Modeling

Marketers have long struggled to institutionalize measurement and ROI models for new media, often adopting approaches that roll out across the organization. These measurement models are shaped by the goals that advertising programs are crafted to address, the technology that can be brought to bear on measurement, and even the marketer’s view of the role… Continue reading »

2017 Agency New Year’s Resolution

By: Lynnsey Rijos In such a busy environment as ours, it can be easy to fall into patterns, pick up bad habits, or invest energy on the wrong issues. In the new year, I encourage you to rethink your own patterns and bad habits, and meditate on what efforts you can make to go into… Continue reading »

More Marketing Lessons from the 2016 Election

Did social listening lead political pundits down the wrong path during the election? A few weeks ago, I wrote a piece on the marketing lessons we can all learn from the 2016 U.S. general election, knowing that there were many more to come. One of the biggest lessons since learned concerns social listening, its current… Continue reading »

You Can’t Win If You Don’t Compete – Why Competitive Search Campaigns Are A Must for Advertisers

By Amanda Fiore and Oliver Nelson  Competitive paid search campaigns should always be a cornerstone consideration for your SEM campaign. While many industries understand the advantages of bidding against competitive terms we find healthcare and pharmaceuticals, in particular, continue to lag behind in their employment of these campaigns; we’re shocked each time we transition existing… Continue reading »

The Power of Local Markets

While traveling for the up-coming Thanksgiving holiday, take close account of your surroundings for tips on how to be a better planner and/or buyer.  There are generally several nuances that you can pick-up on while traveling that you can tap into when it comes time to write and execute your media plan.  Here are a… Continue reading »

Do The 4As Transparency Guidelines Go Far Enough?

If agencies are transparent about media they’re reselling to their clients, is that enough? The 4As recently announced that member agencies failing to adhere to their transparency guidelines could end up purged from the organization.  That’s a harsh penalty that will, no doubt, make agencies think twice about opaque arrangements that allow them to earn… Continue reading »

The Importance of Radio in the Overall Media Mix

I’m not part of an agency creative team, rather a media professional that has over the years worked closely with the creative department at various agencies.  Sometimes, the creative department can go into an assignment thinking radio creative isn’t very sexy.  They think it’s limiting in its execution; “you can’t win any big CLIO awards”… Continue reading »

How to Filter Bias from your Media Plans

  On our way to becoming media generalists, we are first specialists.  And the medium we first specialize in can hold a special place in our hearts like a first summer crush. But solid rationale and a wide range of considerations are the drivers of successful campaigns, and letting our feelings get in the way… Continue reading »

Dismantling Accordion Media

“It does this,” he said, pulling his hands apart and then clasping them together repeatedly.  To me, it looked like he was playing an invisible accordion.  I was at my first agency gig, and this was one of my coworkers explaining how media planning and buying functions move from centers of excellence within a holding… Continue reading »

Digital Marketing to the Ultra-Rich

If you’re marketing to the ultra-rich, don’t expect much of the market research conducted against “affluents” to be much help. Occasionally, a marketer will be called upon to find ways to reach the not-merely-rich set.  Not the folks considering a Maserati automobile or a Rolex watch, but the kinds of people who might consider purchasing… Continue reading »

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