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I generally start by doing a strategic framework based on the brief, rather than innovating for innovation’s sake—I find that yields better ideas for me, personally, and helps me be a better partner by better briefing the right publishers and ad tech (not that I’m some master media planner or anything). Innovation is such a relative concept, IMO, unless you’re talking about the kind of cutting edge technology that has limited access/scalability, and then what is the point of that, you know?
I’m not being passive aggressive at all, I’m genuinely puzzled by your overt aggression. I mean, I’m sorry that you don’t like my thoughts...but I’m not sure what to do about that because you’re the angry one.
Does doing all plans through the lens of language mean you are scaling Search (written and voice commands) to identify signals of where they are in the customer journey? Would love to know more
I hear iProspect and SVP’s points but I think what iProspect what trying to say is that budgets can be very constraining and once you cover all the basics there’s nothing left. That’s when you add a section to the deck and dangle a carrot in front of the client and ask for incremental funds.
All innovation involves understanding the customer better. “Verbal targeting” meaning doing all media plans primarily though the lens of language instead of identity is what I am doing. I recently got a 3000:1 ROI on one campaign by doing this. It also is an interesting way to get around GDPR.
🤷 I used an roi calculator. I don’t remember media math anymore.