If you’re making the transition from buying or selling other media channels, you may be in for a surprise! In some ways online/digital media buying and selling involves a similar process to other media channels, but in other ways it’s far more complex and time consuming.

Here’s what to expect:

• Potentially different contacts
• May need to educate and build a case for digital
• The range of channels within digital and the extent of options and suppliers
• Variety of audience measurement tools
• Range of creative/ad format options
• Pricing/buying models
• Trafficking and loading campaigns into adservers
• Ongoing campaign management and reporting
• Accounting and expectations

Planning an online/digital campaign is similar to planning an entire “traditional” media campaign - think of display banners as being similar to print; search comparable to directories; video being similar to TV on a media schedule; email sends being equivalent to direct mail; maybe even mobile being like radio (not quite, but you get the idea).

So within an overall media plan, the online/digital plan can include several digital channels. And the job isn’t finished once a campaign is booked. Online/digital campaigns require a certain amount of management and TLC while they’re running.

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