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Thinking › Issues ›

2018 Issue 1

IN THIS ISSUE

We All Orbit Around the Mighty Media


by Bozell

Media Planning & Buying

The advertising world would be nothing if it weren’t for the media department. When you watch a TV commercial or hear a radio spot or click on an ad, what you see and hear is the creative. But at the center of all of them is a media team that has asked and answered 100 questions before placing...

Decoding Media Speak: A Comprehensive Glossary


by Bozell

Media Planning & Buying

Have a hard time comprehending what you’re hearing at the latest media presentation? Help is right below. Here are a handful of media terms that you may or may not know. The Basics Impression: When someone sees your ad. Click: When someone actually clicks on your ad. Reach: The percentage...

Media Buyers: The New Social Scientists


by Mike Gilloon

Media Planning & Buying

At some point, most media buyers have told friends or parents what they do for a living. “I’m a media buyer.” “Oh, so you … buy ads. That’s it?” That’s not it. At all. Signing a contract is a very small part of a media buyer’s job. When you see an ad – whether...

Five Steps to Plan a Better Campaign with Your Media Buyer


by Bozell

Media Planning & Buying

Imagine your media buyer as the guardian of your media budget, put in place to protect you and get you the most efficient buy for the least amount of money. Working with us ensures that the campaign will run without a hitch and meet its goals. Here are a few steps to make planning with your media...

Marketing by Behavior in Paid, Owned and Earned Media


by Tracy Koeneke

Media Planning & Buying

We’ve all heard of paid, earned and owned channels and how each is relevant. Yet, in today’s world, we actively use these channels simultaneously, often without realizing it. It all starts with behaviors. Behaviors provide marketers with smarter and more efficient ways to reach and talk to...

Media Reporting: How We Determine If Media Works


by Bozell

Media Planning & Buying

So great, we’ve made this beautiful [insert creative here]. The client loves it. We send it out to sail the abyss known to us mere mortals as the internet. … Now what? Believe it or not, every time we place an ad, there is a boatload of information we can see that goes beyond the number of...

The Keys to a Happy Creative and Media Marriage


by Dan Cooper

Media Planning & Buying

I’m a creative. But I love media. In fact, I previously co-led an interdisciplinary team that combined members from the digital, creative and media departments. To be successful in this ever-changing world, a healthy marriage of these disciplines is an absolute necessity. A creative idea is only...

Purchasing Media and Artificial Intelligence


by Tracy Koeneke

Media Planning & Buying

Artifical Intelligence is weaving its way into everything we do. AI like Alexa, Siri and Bixby have been integrated into everything from our phones to appliances and now vehicles. These AIs are getting smarter each day, learning our preferences and responding to our questions. Media buying and...

A Smart Search Strategy Starts with The Right Match


by Bozell

Media Planning & Buying

The seasons have changed and so has your inventory, so how do you let people know that you have exactly what they are looking for? Insert Search Engine Marketing here – or better known as SEM or Google Ad Words. SEM is the perfect tactic for reaching people who are searching Google for the same...

Five Media Predictions for 2018


by Kim Mickelsen

Media Planning & Buying

1. Facebook Will Maintain Dominance for Now Last year, Facebook accounted for 23% of total U.S. digital ad spending. But, according to eMarketer projections, it will hit a new record in 2018, taking in $1 of every $10 spent on all advertising – digital and non-digital combined. 2. Amazon Will...