Purpose

After years of practice in advertising, both online and offline, through agencies or direct, I have been amazed by how much money is spent inefficiently in media, and especially in digital media. Some spending are so inefficient, that advertisers could as well stop them, they wouldn’t see any change in the outcome they are pursuing. That means some advertisers are throwing their money out of the window (literally), and they just don’t know it.

How did we get there? There’s is not one single answer. My take is that advertisers have been lured by big promises from the digital advertising ecosystem (eg we can address the right message to the right person at the right time, at 1/10 of the traditional advertising price – yes, right), paired with an increasing media landscape complexity (programmatic for example) that very few really understood.

My objective here is to share a few tips for anyone interested in increasing its digital media spending efficiency. My plan is neither to pretend solving all the known (and unknown…) issues out there – but rather share the 20/80 tips – nor explain how to set-up your campaigns from A to Z – there are many existing resources on this already. Hopefully, with these few tips in mind, you should be able to avoid many of the pitfalls awaiting the ad fool and eventually increase your digital spending efficiency.

Check out Google Display, YouTube or Facebook dedicated pages.