Today I’m experiencing the organization needed to pull off a geo-targeted campaign in limited markets, with limited budgets and multiple creative versions. As a former planner on an unnamed major national retailer client, I thought spending all that money and keeping a savvy client very happy was difficult, but new challenges always arise in this industry, eh?
One thing I really love to do while planning online media is to use great endemic sites that deliver a strong concentration of our target audience. Then I like to slap on some great behavioral targeting to add tons of reach and efficiency to our campaign. I read something scary today that stopped me in my tracks while put together a recommendation doing what I just mentioned. Oh, the horror!