Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

What the media planner/buyer thinksThen: Display was the winner … of the leftoversWhen I started in this industry seven years ago, display ads andrelevant content went together like pb&j. Car advertisers ran standardFlash banners on auto sites, cpg advertisers ran standard Flashbanners on recipe sites and so on. Networks were accustomed toadding significant amounts of impressions to a campaign at efficientrates. Behavioral targeting was the ―hot topic,‖ allowing advertisers toget in front of an audience based on their Web-surfing behavior.Click-through rate was primarily used to measure success with a fewadvertisers dipping their toes into more robust engagement metricssuch as view-through data. Digital was the medium that got whateverdollars were left over once tv and print were planned. Displayimpressions were still being given as added value to print buys.Digital was a hard sell for most clients and was typically looked at asa test.Now: Social, video, mobile and moreFast-forward seven years and digital has a media mix of its own —with display as one (smaller) portion. And tv and print? They‘ve gonedigital. Entire agencies exist on digital media buying and planningalone. Advertisers have to consider so much more than running Flashversus static display creative. The conversation focuses on what typeof digital media should advertisers use and how much of each?Social, video, mobile and local join display in the overall digital mediamix. Reaching people through multiple digital touch points andengaging them through meaningful experiences is what movesbrands forward in today‘s environment.Not only has the digital media mix changed, but the way inventory ispurchased in the digital space has also changed. We‘ve shifted from217