Media Buying and Planning Insights
Programmatic advertising trends are constantly changing and being improved upon. And these days, marketers have access to a plethora of first party data which allows them to make more informed decisions when it comes to media buying.
The world has changed. The impact that technology has on our lives is immeasurable, and it only continues to grow. Organizations that increase their digital marketing maturity by putting the proper technology and strategies in place can more effectively access and understand proprietary data to gain a complete picture of their customer journey and thus make better decisions.
Consumer behaviour has seen a huge shift since COVID 19 hit in early 2020—everyday routines broken and replaced with a new and uncertain reality. With people spending more time indoors and in the comfort of their homes, online shopping and ad consumption has also seen a big change. This means that where and how you reach your ideal buyers is likely going to look a lot different (and will continue to shift as time goes on). Important emphasis on the how, as media buyers need to think of the emotional state of their customers during this time.
Things have changed exponentially within the last decade. What didn’t change, however, was the need to deliver the best campaigns possible for clients. To advertise with publishers directly or not? That has been a key dilemma for some of the best buying teams I had the pleasure of working with. In the piece below we will explore the best reasons to do so as well as the best ways of selecting the right publisher for your campaign.
So what is multiculturalism? It refers to the coexistence of diverse populations which differ according to race, nationality or ethnic origin, colour and religion. And Canada is the perfect melting pot where all these various factors come together to bring out a unique perspective.
Why is it so important to have an efficient RFP/RFI process when buying media? What does the RFP/RFI need to accomplish, and what should you include? We go over all of this below. It’s worth pointing out that RFPs don’t always get a lot of love from buyers or sellers — some agencies go as far as ditching the “much-hated” RFP. If you’re in this category, read on — you might just change your mind about the ROI of well-crafted RFPs and RFIs.
Pandemic or not, agencies are not about to stop flexing their creative muscles, many have put their talents to use for campaigns in direct response to Covid. Whether you’re looking for inspiration, want to know how the White House is reaching Americans, or just looking for cool things to do with your Zoom background, here are 8 of the latest and greatest initiatives we’ve seen from ad agencies.
Don’t stop advertising in a downturn: the prescription is borne out by data from previous recessions. And some data shows that actually increasing advertising during a recession (assuming you have the resources) leads to significant business results long-term. Let’s take a closer look at the data below, as well as your best alternatives to “going dark.”
As a marketer, how do you lead through a crisis? What do the best and leading marketers have to say about the current crisis, and what are they focusing on to get their teams through the current climate in the months ahead? We scoured the internet to find what the top marketing leaders are saying, and compiled some of the best advice below. Here’s a breakdown of 10 pieces of advice from 10 different marketing leaders.