Programmatic and Media Buying: Best Practices for Digital Advertising and Display

How can we avoid advertising disasters?  When is it time to scale creatives?  What is the hidden problem when switching vendors?   Author/Expert Kevin Ryan walks OMCP through  five of the current best practices for Programmatic Buying in this OMCP article+podcast.

This episode is brought to you by: Concordia College–New York’s fully online, advanced-technology master’s degree programs in Digital Marketing and Digital Media.

The OMCP Online Marketing Best Practices Podcast is where top authors and industry leaders share authoritative best practices in online marketing which are covered by the OMCP standard, competencies, and exams.  This is an OMCP pilot program that may continue based on member interest and support. Stay subscribed to the OMCP newsletter to get new episodes.

Download your MP3 of “Programmatic and Media Buying: Best Practices for Digital Advertising and Display” here.

Best Practices for Programmatic Buying:

Michael: All right. Welcome back to the OMCP studio. And with us today is Kevin Ryan, one of the leading strategists for digital media buying and planning, CEO of Motivity Marketing, and author of Taking Down Goliath  and hundreds of articles and hundreds of articles on digital marketing. I’m your host, Michael Stebbins. And today, we’ll be discussing best practices for programmatic buying. Kevin, welcome to the OMCP best practices series.

Kevin: Good day. Thanks for having me.

Michael: I’ve got to say, back in the early 2000s or maybe before, you were the go-to expert on media buying and strategy. I know your contributions to the industry. And you’ve helped out the world’s biggest brands and have only grown since then. But before we get started, for those who haven’t read your book, read your articles, or heard you speak, tell our audience who are you and what is it that you do.

Kevin: All right. I do as little as possible, and I try to make that my life. You know, I run a small agency. And the model is very, very simple. I customize every engagement for the client’s needs set, so it has no potential to scale at all. And I work for…I spent most of my life in the agency environment with a couple of brief breaks running a conference series and things like that. But for the most part, I enjoy doing the work, and I enjoy working with clients. So it’s definitely one of those things that…it’s very much a labor of love for me in doing the agency work.

The book, I think, it was something that was in the works for three or four years. And I spent a good solid year on the road doing concept-testing, another year trying to sell it to publishers, and most of whom probably told me that…to put it in the not shiny place in the nicest way possible. But it was intended to be a digital strategy guide. And, ostensibly, it became the guide for small businesses. And so I achieved victory from one perspective in creating a strategy book that…it has lasted, I think, three years now, and it’s still getting better reviews and that sort of thing and not aging, because it’s not intended to be “Here’s how to…” you know,