Reporting in media planning and media buying helps you to make informed decisions, optimize your campaigns, and demonstrate the ROI of your advertising efforts.
One Obvious Way to Save Publishing
The publishing business is under siege by technology. The New York Times is blaming exchange-traded media for its most recent declines in online display ad revenue. Federated Media just gave up on direct sales in favor of exchange-traded media. Meanwhile, CNET just reported that “Google generated $20.8 billion in ad revenue in the first six months of 2012, while the whole U.S. print media industry — newspapers and magazines — made only $19.2 billion.” The trend is clear: publishers are losing and the advertising technology intermediaries are winning. Does this really have to be a win/lose situation? A key topic at publishers’ board meetings must be, “How do we wrestle back control and get the revenue and income we deserve?” Here’s an obvious idea: make it easier for people to buy advertising from you. Today’s process to buy a digital advertisement directly is a mess. It’s a manual 42-step process taking an average of 48 hours per insertion order and costing buyers more than $4k [...]
Building the Core of Your Agency
While it’s common for publishers to outsource their ad operations, it’s not yet common for agencies to outsource ad operations.
In Digital Advertising, Time is Money
We found that 64% of the time spent on an online campaign is spent in implementation, execution, and reporting. Much of this time is spent copy pasting Excel.
Yikes – it costs an agency $40,356 to create and execute a digital media plan
There’s been a lot of talk about how inefficient the process of placing digital advertisements is as compared to TV and other traditional media. For example, according to Google, “Managing display ad campaigns can take up 28% of the budget in overhead, compared to 2% for TV. Which means for every $100 you spend on display, $28 goes to process management such as negotiation with multiple sites, re-planning, faxing insertion orders, trafficking hundreds of ad tags and so on. Such inefficiencies have impeded the growth of the industry.” Being process and workflow geeks, we wanted to understand this inefficiency at a deeper level. So, we conducted our own study to drill into this from a media agency’s perspective. The goal of the study was to answer a basic question: “How much does it cost an agency to create and execute a digital media plan?“ We faced our first big challenge right out of the gate. This question is not as [...]