Insights from the buying desk.
Practical notes on planning, buying and measuring digital advertising, written for marketers who want to understand the decisions behind their campaigns.
- Planning · 5 min readWhat a media plan should tell you before a campaign launchesA good media plan is a set of decisions you can hold a partner to. Seven things it should answer before any budget is spent.
- Optimisation · 5 min readFrequency, reach and the cost of showing the same ad too oftenReach and frequency pull against each other inside any budget. How to set frequency caps that protect efficiency without starving a campaign.
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