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Adidas Olympics 2012 Advert

Very British, great ad by @sidlee.

The Great Big Media Buying Scam

As a digital planner you tend to spend a lot of your time looking at spreadsheets and numbers trying to figure out where your clients should be spending their money. The best digital planners are able to take performance data, wrap it with common sense and give brilliant insight and recommendations. With this I have become alarmed at the rise of Post Impression Tracking as the lead reporting metric for display advertising.

I can only put the blame for this on media buyers trying to replicate their current business model online with channel specific silos to take a % of the media. But digital buying is much more complex than bus shelters and escalators ads, and hence why the best digital agencies plan against the entire customer journey. The problem with channel silos is without consideration of other channels and touch points it is far too easy to misreport campaign performance.

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