Always-On vs. Burst Strategy
Contrasting approaches to media presence, either maintaining continuous presence or concentrating activity into high-impact periods.
Agencies & Holdcos
How advertising holding companies make money and make decisions. Mergers, principal media, agency economics, Centers of Excellence and RFPs, from years of selling ad tech into the holdcos.
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Audience Index
A metric comparing the concentration of a target audience in a particular media vehicle to their concentration in the general population.
Channel Mix
The distribution of advertising investment across different media channels and platforms to achieve campaign objectives efficiently.
Dark Posts
Social media ads that don't appear on the advertiser's timeline and are only visible to targeted users.
Dayparting
The practice of dividing the day into time periods and adjusting media delivery based on audience behavior patterns and campaign objectives.
Dynamic Budget Allocation
Real-time adjustment of media investment across channels and tactics based on performance data and optimization algorithms.
Effective Reach
The percentage of the target audience exposed to advertising at a frequency determined to be effective for achieving campaign objectives.
Flight Dates
The specified start and end dates for an advertising campaign or specific tactical components within a larger campaign.
Flighting Strategy
The planned distribution of advertising weight or pressure across a campaign period, whether continuous, pulsing, or flighting (on/off periods).
Funnel-Based Planning
Aligning media tactics and investment with different stages of the consumer journey from awareness through consideration to conversion.
Opportunity Cost Analysis
Evaluation of potential returns from alternative media investments to optimize resource allocation.
POE (Paid, Owned, Earned) Strategy
A framework for categorizing media opportunities based on whether they require direct investment (paid), exist on brand-controlled properties (owned), or are generated through organic audience actions (earned).