Media Spending

This category contains 11 posts

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 »

Don’t Throw Out The Programmatic Baby With The RTB Bathwater

Be honest.  When you hear the word “programmatic,” what’s the first thing you think of? If you’re like a lot of marketers, your brain might conjure up images of digital ads, ad exchanges, bidding algorithms and targeting personas.  And this is a problem. Digital has always had its issues with lingo and tech talk.  The… 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 »

So You’ve Hired A Media Agency! Now What?

By: Amanda Fiore As a client, hiring an agency to plan, negotiate, buy and execute media to support your brand and help achieve its business goals can be a large but rewarding task. So now that you’ve hired an agency, what’s next? Which marketing responsibilities does the agency take on, versus the internal client team?… 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 »

People of Ad Tech: Steve Latham of Encore Media Metrics

Encore Media Metrics CEO Steve Latham tells WIT Strategy‘s Bill Brazell that too many agencies continue to rely on last-click attribution because brands don’t insist on better measures. Meanwhile, brands that are having success with higher-quality measurement understandably avoid telling their competitors how to replicate that success — so the word doesn’t spread. Nonetheless, while… Continue reading »

Why Scale Is The Most Misunderstood Media Concept

“Daddy, which number is bigger?  A thousand hundred infinity million or A million hundred infinity thousand?” My six-year-old and my four-year-old have these contests when we’re riding in the car to see who can think up the biggest number.  Things like this happen when we go on long car trips and I opt to listen… Continue reading »

Mobile Media Buyers are in the Technology Business

 Mobile media has a clear tech basis. When buyers decide how and what to buy, to suit up and execute their mobile ad marketing, they are in fact making technology decisions every step of the way. So, the business of technology is a very real consideration for the mobile marketer, as the strength of any… Continue reading »

Pittman’s Dilemma: Convenience or Quality in Digital Advertising

The IAB always puts on a great conference. Their Annual Leadership Meeting is the best of the best. The caliber of the attendees, the timeliness of the topics, the quality and preparation of the speakers, and the flawless execution are unparalleled in our business. The session that stood out at this year’s ALM and still resonates two months later… Continue reading »