Digital Media Planning – Then and Now
For the past few days, I’ve been working on an online media plan for a client. It has been almost 5 years since I had actively been involved in making media plans. I realize nothing much has changed – then & now…
Media planning, we have been made to believe, is a mixture of art + science. What the ratio of the secret mixture is like the Coke recipe formula – everyone knows it is there, but no-one is aware what exactly it is.
5 years back, media planning was mostly about impressions (CPM), Clicks (CPC), and Leads…. The ROI’s were mostly about Click through Rates (CTRs) and effective CPCs… It still is.
5 years back, the tags and weight of the creative were an issue with most publishers… it still is. A normal flash file of 25KB to 35KB is what most of the publisher accepts. It seems like the broadband penetration has done nothing good to the quality of ads that can be served.
5 years back most ad serving tools reported the performance, basis the type of inventory, time, g...