02 Expertise
INCONSPICUOUS
Audience research. What is your target audience? How does your target audience shift by medium? Since consumer behavior varies by demographic, planners are tasked with identifying which mediums will be the most effective for a particular campaign
RFP the market place. What percentage of your campaign will be devoted to which types of buys, from display to search, and beyond? As planners figure out which mediums will be the most effective, they will allocate media dollars accordingly to achieve the strongest results
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STRATEGIZE
For guaranteed inventory, the planning stage may include sending RFPs (requests for proposals) to suppliers you are interested in including in your campaign. For inventory you've purchased before, you can also purchase premium, guaranteed inventory at your own established rates without needing to RFP, by purchasing programmatically (automated guaranteed).
STRATEGIZE
62%
For guaranteed inventory, the number of impressions and rate you are purchasing inventory for has been solidified, whether through established rates or by receiving a proposal back from a supplier.
GROWTH - INCREASE IN CONVERSION RATES & SITE VISITS
Orders are processed as "IOs" or "insertion orders" which include the planned billings for a campaign. The buyer-seller relationship continues throughout the order process, if any revisions are needed to an insertion order. The ad-ops or trafficking team is responsible for logging into the ad server(s) associated with the campaign and tagging the placements on the ad server with their appropriate pieces of creative.
201
EXPANSION - NEW EMPLOYEES HIRED THIS YEAR ALONE
32%
INCREASE IN SITE TRAFFIC
16 minutes
AVERAGE TIME SPENT ON SITE
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