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.

Marketers' willingness to maintain adspend is to be applauded, but media agencies must now create extra value, deliver great service and innovate to make spend stretch further, writes David Price, MD, The Grove Media in his latest article for The Media Leader https://lnkd.in/eTjaU4c6

Attention advertisers! Ever felt your media agency's Post Campaign Reports are a bit... underwhelming? 🤨 I've just unpacked the world of PCRs and shared some interesting findings. Quite the revelation! 🕵️♂️ I've also unpacked the anatomy of top-notch PCRs and the potential pitfalls of poor-quality ones. Dive in, explore, and share your thoughts! 🚀 #media #mediabuying #mediaplanning #advertising https://lnkd.in/eQFQ3Evj

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

As marketers, we all want to ensure that our ad spend is being used effectively. However, do we really know where our money goes? Many supply chains are the same, and without asking the right questions, we may never find out where the leakage is. In fact, a recent article suggests that the entire programmatic supply chain is locked in an omertà, leaving marketers in the dark. With my experience in agency trading desks, client-owned desks, in-housing, and ad tech commercial products, I've seen it all. I've been in the weeds, and I know what questions to ask. If you need help understanding where your money goes, reach out for a free consultation. If you want to take control of your contracts and demand answers to drive better outcomes, then let's innovate together. Don't let your ad spend disappear into the void. Let's work together to ensure that your money is being used effectively. DM me if you need help.

PR is earned, i.e. "earned media," and advertising is purchased, i.e. "paid media." The result of earning our bread, rather than simply buying it, is credible press coverage. Anyone with money can buy an ad. That's not to say there isn't a place for both earned and paid within successful campaigns. https://lnkd.in/eBajTNfA

Connect with us to learn more about how we protect our clients' reputations, avoid inadvertently funding misinformation, and ensure brand safety in online advertising. "The spread of unreliable AI-generated news websites are unintentionally being funded by some of the world's biggest brands through their programmatic ad buys." #disinformation #misinformation #brandsafety #programmaticmedia https://lnkd.in/eGzmSn_4

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

Only the advertiser pays the expense 💰 of advertising. To everyone else, that money is income. 🤑   The famous adage about the ‘golden ⚖ rule’ states that “whoever holds the gold 👑 makes the rules.” In advertising that means of course that the advertiser should make all the rules. They are at the top of the 🌲 tree, paying the sizable expenses of advertising. Only they see advertising as an expense (or hopefully an investment in 📈 growth). For everyone else in the supply chain, that money is nothing but income.    This is important because it creates a divide between the #advertiser, who will ultimately want to minimize their expenditure and everyone else who wants to maximize their incomes by encouraging advertisers to spend more. 👇 Click below to read my full column and deeper analysis So why don’t advertisers make the rules?   A quirk of our industry (if you’ll permit me to call it that) is that advertisers have certainly not been setting the rules in media for a very long time. Why so? There 🙈 are 🙉 many 🙊 reasons we could pick from but my preferred, and the most logical, is that you cannot dominate something you do not understand. 🤷♀️   Media has become so painfully complex 🤔 that you cannot blame the advertiser for not knowing how to assert their primacy. It's reminiscent of the days of the Wild West, where the Sheriff 🌟 had to use hope and charm to create order in the absence of having much respect or leverage. Brands deserve better media. When brands get the media they deserve they flourish. When brands flourish, we all win. Tom ----- #BrandsDeserveBetterMedia 👉 Join 9,000+ weekly readers, go to my profile at Tom Denford and click the bell 🔔 icon to be alerted with updates of new posts. Join the discussion and be a part of the #change that is coming to media. 🚀 ----- https://lnkd.in/gjCUFf3e

When buying media, advertisers and their agencies have a responsibility to ensure they are supporting (and by extension funding) high-quality, fact-and-science based content -- and not disinformation. Brand safety is about more than just appearing on "safe-looking" content. And AI-generated content is only the tip of the iceberg. #brandsafety #digitalstrategy #mediabuying #agencies #media #fakenews #misinformation #ai #generativeai #disinformation #advertising