Digital Chameleon Blog
The online media planning and buying process
Wednesday, September 01, 2010
Once an agency receives a campaign brief from a client, depending on the structure of the agency, a planner will write a strategy document based on consumer insights and distribute it to the media team(s); or an account director or media director may get the brief and develop a (media) strategy. Tools such as Roy Morgan or Panorama are used in the channel planning process to determine which media channels to include in the plan based on target audience use. More
Who buys digital media?
Wednesday, August 25, 2010
How digital media is different
Wednesday, August 18, 2010
Challenges of buying and selling digital media
Wednesday, August 11, 2010
Your social media program should have clear objectives
Tuesday, August 10, 2010
I'm sharing my latest column for Beauty Directory with you here - More
Online audience measurement - it's apples and oranges
Wednesday, August 04, 2010
As accountable as the online medium is - there is currently no industry standard for measuring size of audience or “reach” or the online equivalent of a “TARP,” “GRP,” “circulation,” etc. While most will agree that all media measurement systems are flawed in some way, the traditional media have at least agreed on what their mode of measurement is. While there are some who believe the online/digital medium shouldn’t try to retrofit itself into a comparison with existing (flawed) offline metrics, others believe online/digital won’t see its full potential as an advertising medium until advertisers can compare it alongside other channels they’re familiar with. More
Conde Nast transforms itself
Tuesday, August 03, 2010
Tips for planning a social media strategy
Wednesday, July 21, 2010
I've started a monthly column for Beautydirectory.com and will share the first one with you here: More
Accountable AND sustainable
Wednesday, July 14, 2010
We hear a lot about "the flight to accountability," and the benefits of the online medium for advertisers. Many of our clients are selling cross-platform solutions – i.e. a newspaper, magazine, TV, radio brand as an integrated solution. How often we are asked the question, “How do we compete with the performance networks?” The answer is you don’t. More
Recent Posts
- The online media planning and buying process
- Who buys digital media?
- How digital media is different
- Challenges of buying and selling digital media
- Your social media program should have clear objectives
- Do you know what you're buying online?
- Online audience measurement - it's apples and oranges
- Conde Nast transforms itself
- Tips for planning a social media strategy
- Accountable AND sustainable
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