(by Brian Ferrario)
George John wrote an article for Forbes today entitled It’s 9 p.m. Do You Know Where Your Ads Are? that takes an entertaining but educational view on the current state of digital media buying. The key take away for CMOs of big brands – embrace the shift toward rational, computational, and algorithmic media buying and your brand will reap the rewards of better performance against whatever goals you have – whether it’s awareness of a new product, brand favorability over your competitor, a lift in sales, or driving social connections.
John wrote, “Change has come to the $30 billion digital advertising industry. The “Mad Men” days are over (well, the suits and secretaries are gone, but you could argue drinking, ennui, and client resentment are still fixtures of Madison Avenue). In the old days, agencies used to place an ad in relatively few places. “Give me the back cover of Life magazine and a TV spot at the beginning of Mutual of Omaha’s Wild Kingdom,” a media director could say, and then the agency and client could just buy the magazine and turn on the TV to see that the ad was correctly placed.”
But the limitless possibilities (well impressions) that are available to media buyers today shouldn’t frighten or frustrate — a shift toward rational, computational, and algorithmic media buying is a good thing for everyone — from people managing the campaigns to people seeing the ads.
Find out what would happen if you could “teleport Mad Men’s media buyer Harry Crane directly from 1968 to 2011 and ask him to plan a campaign.”