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...