The 4 Pillars of Simplified Campaign Planning

The 4 Pillars of Simplified Campaign Planning

Navigate the challenge of the post-omnichannel landscape

Media planning has grown increasingly complex. Campaigns run across numerous locations, devices, formats and channels whose differentiation is often blurry. Measurement and attribution are unwieldy and disconnected. And consumer behavior feels unpredictable at best. But the chaos of transformation in the post-omnichannel era doesn’t have to complicate developing a successful campaign.

Our new guide, “A Simplified Approach to Complex Campaign Planning,” provides actionable advice to help media planners streamline a campaign across the customer journey. By aligning with the four pillars of targeting, creative, inventory and measurement, marketers and planners can make the shift from siloed and complex to simplified and effective.

Insights include:

  • Bring measurement into planning: Infusing data into media models helps ensure your media spend has the greatest impact.
  • Rethink premium: Keep your focus on what works hardest for your campaign and make sure brand safety and suitability is part of the formula.
  • Play the long game: Solely focusing on short-term results can sacrifice medium- and long-term growth. Conversions are great, but loyalty drives lifetime value.

It’s time to think about the customer journey in a new way. Download the guide.

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