How are e-commerce/performance media planning career prospects at client/agency sides? Are there any tough KPIs/goals to meet? Thinking to switch from brand media planning. I’d appreciate any insights

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I way prefer performance media to brand media because you have more tangible goals which I find very satisfying and often more realistic than brand “goals”.

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Depends on the agency and what they consider "performance". Alot of these teams hand over dollars to ad-nets as long as they hit their numbers.

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Performance is good if you are goal driven but it's also more intense having to constantly try to hit a number that sometimes may be unrealistic. I did e-commerce for 5 years but burnt out from it. Now I'm still doing performance but in less crazy verticals.

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Performance media is easier in my opinion in the sense that if you have a good analytics in place, you can measure performance and optimize your campaigns. I find that fun and motivating. However, brand is on cruise control. A lot of market research, which can be fun, focus groups, etc. As an ex account director, it’s a lot easier to fight for budget when you can attach an ROI to your program, but, your very accountable. Very different mindsets.

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