Brian Jacobs’ Post

Remarkable that the lid (again) blown off media trading practices by agencies, not one article talks in headlines about the dubious quality of much of the online ads, and the decimating of client budgets via #adfraud. It's one thing to profit, its another to do so selling zero value ad space. Brand owners have little option but to be the gate keeper of their own campaign impression quality and quantity.

Do you find it hard to balance and forecast budgets when planning your ad campaigns? For the first time, we're sharing our internal paid media budget planner. This is the same template we've used to scale businesses to millions in revenue, and even on huge global ad campaigns for the likes of Taylor Swift. We've made this version of our template completely foolproof, with all the formulas to balance the budget and estimate your results based on the latest benchmarks for each ad channel. Just fill in the gaps, and you'll The result is a detailed breakdown of spend across each ad platform and even calculates the minimum spend requirements based on the platforms and countries you want to target. With this, you can get on with briefing the campaign and help your whole team make more informed decisions. Sign up to get the template for free and we'll also share any updates we make as they roll out! https://lnkd.in/d-uu6CtJ

I recently saw a bizarre post about how sub-$1M brands should never work with agencies because paying an agency $7,500 to manage $15,000 in paid media will make it too difficult to scale. Well yeah, that math adds up, I suppose. But... In case you didn't know, there are agencies that will charge less than $7,500 to manage $15,000. #digitalmarketing #agencies #PPC #paidmedia

Which side of the digital advertising measurement fence are you on? Read Jonny Whitehead's thought-provoking article in NewDigitalAge out today. https://lnkd.in/d-BU8SFf #media #digitaladvertising #advertisingmeasurement

Are Your Ads Funding Disinformation? How much of your company’s ad budget funds disinformation? You might believe the answer to be “none.” After all, most reputable brands don’t actively seek to run ads alongside conspiracy theorists, white supremacists, and troll farms. Unfortunately, that’s no guarantee. If you’re not routinely auditing your programmatic ad buys or partnering directly with the websites you want to run ads on, it’s highly likely that — by default — your brand is directly contributing to the disinformation economy. #disinformation #digital #adcampaigns #adtech https://lnkd.in/eZy5u_fw

Pacing in advertising refers to the management of how a media campaign’s budget is spent over its flight’s duration. Media teams primarily deal with pacing when executing digital media... https://lnkd.in/eBDXcvMk

Really interesting piece by Jack Benjamin at The Media Leader on the challenges facing publishers as new AdTech tools emerge to identify Made For Advertising (MFA) sites. (For those unsure what is meant by MFA sites, IAS’s head of fraud protection broadly defines them as platforms conducting ad arbitrage aka “Made For Arbitrage”) Travis Lusk, group director for digital media and adtech, highlights a significant concern which is that reputable publishers could also find themselves on and off MFA block lists, “because of actions they take to ‘juice’ their monetisation or traffic numbers in order to fulfil demand”. I strongly recommend reading the article, especially the comments from Ozone’s COO, Danny Spears who points out that categorising high-ad-load publishers as MFA would likely exacerbate user experience issues on publisher websites… Also, if you share my passion for topics like the above, or if you're just intrigued by the evolving media and AdTech landscape, I highly recommend checking out the Media Leader Podcast. The guests are fascinating and I always learn something valuable from each episode. To save you a search, I’ve shared a link below to an episode I particularly enjoyed with Havas Media’s Laura Kell. She talks about the relaunch of Havas’ Converged platform, life after cookies, data privacy, and her view on the current media agency model. Really insightful interview! https://lnkd.in/dZ_mnHxB

In my column for The Media Leader yesterday, I asked 'Who cares?' About advertising, about the advertising industry, the future for our people and so on. And it turns out that lots of people do. Since the blog from Brian Jacobs last week appeared and after yesterday's piece we've had nearly 100 people volunteer to get involved. So we are going ahead and will host a half-day seminar in September in London for people who care to discuss how we can fix some of the things that are wrong. We don't know what will emerge but we feel confident because the people who have raised their hands are ones who feel strongly about the issues we face and they represent different aspects of our industry. Also interesting to note is the people who haven't responded. You can guess who they are but perhaps a little surprising is that none of the independent consultants have shown interest, except for a few in a personal capacity. We can only speculate about why this might be but it's all entirely voluntary and everyone is welcome. If you're on our list we are issuing regular updates, including the date and venue. We didn't know what would happen when we started to talk about this but we now know there are enough people who care for us to press ahead, so we wlll. For the uninitiated here is the link to my article and it contains a link to Brian's blog. If you want to join our centurion, you're welcome. https://lnkd.in/eBkEiR-W.

Have you ever invested heavily in an advertising campaign, only to receive a post campaign report that falls short of providing the actionable insights you need?   It's a frustrating experience that many advertisers face.   Our media audit work has shown that a staggering two-thirds of these reports are unfit for purpose.   But what distinguishes advertisers who consistently receive valuable insights from those who are left with subpar reports?   Discover the answer in my latest article, where I unveil the two essential elements that ensure top-notch post campaign analysis.   #media #advertising #mediaagencies #postcampaignanalysis   https://lnkd.in/eQFQ3Evj

Is your ad spend going to quality placements? 💡 At Advertising Week NY, experts explored media buying and "gotcha moments" from low-quality sites. Our blog covers their tips on transparency, partnerships, and balanced reach. Read: 💻 https://ow.ly/nhWF50TYqy1 #MediaBuying #DigitalAdvertising #AdSpend #MarketingStrategy