The art and science of media planning

I read an interesting article in Ad Age yesterday about Yahoo! and its value to advertisers. 

 

One quote jumped out at me.  Rob Norman, CEO, Group M Interaction said “The dominant gene in Yahoo is to think of advertising as a math problem -- machines talking to machines," he said. "If you reduce it to a math problem, we go to Ad.com."

 

As a vertical network, I think there is a tendency to assume that we treat our campaigns similarly.  Of course, every campaign is built around the idea of efficiently reaching a target audience.  Media planning, however, is both an art and a science.  As a vertical, we have domain expertise and knowledge that helps us put together unique campaigns for our clients. 

 

I was at the OMMA Ad Nets a couple weeks ago and there was a lot of discussion over the value of networks – both vertical and horizontal.  Many of the panel participants were buyers and spoke about the value that a vertical network can bring because of its relationships with mid to long tail sites with niche content and a passionate following.  That was good to hear – we need to continue to evangelize our value and provide marketers with programs that enhance their overall campaigns and drive value for their brands.

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