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A Roadmap to a Better Media Buy

A Roadmap to a Better Media Buy

In the new display media environment of 2010, media buyers have literally thousands of options when it comes to ad network and website buys. How can buyers approach this in a way that is smart and delivers good value for clients? We've seen simple mistakes based on the "bigger is better" fallacy -- that a plan with 30 media buys is better than a plan with just three. The core problem with these super-complicated plans is that they trade comprehensibility, quality, and results for bulk; it's going to be a whole lot of work for underwhelming results.

Instead of size, the perfect digital media plan should focus on four core features:

  • Reach -- lots of people who are good targets for your message
  • Knowable results -- every plan should incorporate tools and measures that will help you know if you've achieved the outcomes you want
  • Relevant content -- sites that provide strong support for a message, brand, or product
  • Integration -- make your message a part of the consumer story

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Oct 13, 2010