Media Strategy

This category contains 16 posts

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 »

Teaching an Old Dog New Tricks: Getting More Life Out of Your SEM Campaigns

As we race to the end of the season, it’s not uncommon to find some additional funds that can and should be used quickly; in many cases, it’ll be best to have a wide range of ideas and options available to you.. One of the first options that springs to your team’s mind will be… 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 »

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 »

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 »

People of Ad Tech: Grapevine CEO Brendan Lattrell

Grapevine Founder and CEO Brendan Lattrell tells WIT Strategy Partner Bill Brazell that he left his job as a TV producer when he saw YouTube videos garnering more viewers than TV shows. Lattrell sees Influencer Marketing as the best solution to ad blocking and falling ratings. Music: “Morning Rays” by Jim Duffy. Used with permission.

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 »

What Ever Happened To Virtual Reality?

By: Lynnsey Rijos We all know the rules of supply and demand. The success of a product or brand is dependent upon the demand in the market. The demand for virtual reality (VR) technology, however, does not seem to be high. While millennials and the subsequent generation are the first to embrace this innovation, VR… Continue reading »

People of Ad Tech: Trust Metrics CEO Marc Goldberg

Trust Metrics CEO Marc Goldberg tells WIT Strategy Partner Bill Brazell that advertisers should implement rules for their media teams in order to encourage logic over data craziness. Goldberg says too many advertisers are aiming only at viewability, and the bad guys know it. Look at the environment first, he says — and only then… Continue reading »

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