In this guest post, Mike Watkins slams siloed thinking from media agencies and discusses why Facebook advertising is so often boring.
I have been fighting the good fight with media buying agencies for over two years now. What is that fight? It is the fight over who is able to access and ultimately control a client’s Facebook advertising units while they are in market.
This is how it worked in the old world.
The creative agency would create digital advertising assets such as banners, then hand them off to the media buying agency who would place them in market and deliver weekly or if you were lucky, daily reports to get a feel for how the ad unit was performing.
In the pre-Facebook world, a digital advertising asset was static. Once it was created, the creative agency could do little to change how it looked once it was in market.
I have been fighting the good fight with media buying agencies for over two years now. What is that fight? It is the fight over who is able to access and ultimately control a client’s Facebook advertising units while they are in market.
This is how it worked in the old world.
The creative agency would create digital advertising assets such as banners, then hand them off to the media buying agency who would place them in market and deliver weekly or if you were lucky, daily reports to get a feel for how the ad unit was performing.
In the pre-Facebook world, a digital advertising asset was static. Once it was created, the creative agency could do little to change how it looked once it was in market.
- 4/26/2012
- by Cathie McGinn
- Encore Magazine
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