Media buying is a complex process that can come with any number of challenges. If the media plan isn’t well-thought-out, for example, it can leave the buyer spinning their wheels. Or if the audience isn’t clearly defined, the buyer’s efforts are not likely to lead to great success. Here are a few other common media buying challenges.
Measurement
As previously mentioned — more than once, because it’s that important — you must be able to accurately measure the performance of your ad campaigns. Without the right metrics, you can’t determine what is working and what isn’t. That means you can’t make data-backed decisions to improve ad performance in the future or germany telegram screening justify your ad spend. Note that we are defining “performance” as the ability of a campaign to impact KPIs that are important to a brand, whether that is brand awareness or conversions for example. Even in a pure brand campaign, you need to maintain some bottom-of-funnel guardrails to keep the business on track, so measurement is important no matter what your ultimate goal is.
Data-driven attribution that ties conversions and revenue to specific ad campaigns has historically been a challenge in the clickless TV space in particular. As a performance-oriented marketing agency, overcoming that challenge was crucial to our continued success. At Tinuiti, there is no reporting black box. Our robust measurement and reporting helps fuel campaign efficiency and performance while providing our clients with the detailed insights they need.
Ongoing Optimization
The ability to adjust live campaigns in real-time gives you increased potential power over performance; that’s especially true when you have consistent, accurate measurement.
Thanks to our team’s detailed and actionable campaign insights, we are able to regularly optimize campaigns based on up-to-date information. There is no endless loop of “waiting for a campaign to end” to see how it performed, and “waiting for next time” to try something different; we are always measuring and appropriately optimizing.