Commentary
Why Does Media Buying Suck?
- by Joe Mandese , February 1, 2011
"Seriously, why is it so hard for you to get a good media plan," Marchese continued. "What is frustrating for you?"
"We hear that all media plans are going ot leverage paid, owned and earned. I see the paid portion of those plans, but I don't really see where the owned and the earned is coming from the media side," chirped Troy Kelley, Chief Digital Officer, Arnold.
Asked what he'd like to see, Kelley suggested it might look something like an online search dashboard.
"You would imagine that you have a measurement plan at the end of the day, of the three buckets, almost the way you'd see with organic and paid search," he said.
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
Troy,
PromoAid (disclaimer: my company) offers a search dashboard for all non-traditional media. Launched in March 2009, we now work with such companies as Clorox, Colgate, Leapfrog, National Restaurant Ass. and agencies like G2, DL Ryan Companies, TracyLocke, etc.
We use technology, layered with our industry expertise to match our clients specific marketing needs with programs, tactics and services that allow them activate their strategic plans more efficiently and effectively.
Let me know if you would like to learn more.