Media planning toolkit: Planning online display

This article discusses different ways of planning and executing online display campaigns, which is evolving rapidly, due to increased automation of campaign management and trading.

Media planning toolkit: Planning online display

Tony ReganBrand Performance

Online display is maturing and evolving rapidly as an advertising medium. With rapid increases in automation of campaign management through programmatic trading, online display now requires (and offers more scope for) skilful, strategic, insight-driven planning.

Online display has largely succeeded and grown by delivering 'performance' metrics of sales and response, while within agencies it has been a specialised task made complex and impenetrable by arcane, work-intensive operational practicalities of workflow management, campaign optimisation and reporting (and by the complexity of what's been dubbed the 'display advertising ecosystem'; Figure 1). But...

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