WithinDigital

Digital media buying is more than buying media. In episode 3 of Within Digital, Nick Livermore chats to Client Planners Grace Bethell and Harry Martin about SearchStar's planning process and, more specifically, the "Planning Cycle". 

As Harry and Grace explain, the Planning Cycle is a process of creating media buying plans or strategies. Starting, most importantly, with a brief, the Planning Cycle then moves through audience planning - the foundation of any strategy - channel planning, targeting options, asset creation and, finally, optimisation. 

It is this final iterative step that brings the Planning Cycle full circle, as we use the data built up quarterly to inform the audience planning, channel selection, targeting options and asset creation next time round. Only by doing this time and again will we continue to refine client strategies and deliver better results and growth over time. 

Conversion optimisation has only one rule; to provide the user with a great experience. Nick speaks to Senior Conversion Consultants, Jarrah Hemmant and Joe Johnston, about the biggest offenders that break that rule; The Crimes Against Conversion. These are complex issues that require forensic investigation, and can't simply be remedied with better copy or a compelling call to action. As Joe and Jarrah explain in episode 2 of the WithinDigital podcast, repentance for The Crimes Against Conversion lies in truly understanding your audiences, giving yourself full access to your business data, understanding it and acting upon it, placing conversion at the heart of your business, and treating it as an ongoing project focused on continual performance improvement. 

Nick speaks to Dan Fallon about the impact Covid-19 is having on the advertising industry. Though the clear consensus is that it is overwhelmingly negative, there are some positives and new opportunities to be had if you're in the position to take advantage. And, going beyond a narrow focus on the ad industry itself, Dan offers some thoughts on the possible merits of advertising through a recession, and how a potential Covid-driven recession might play out. 

In episode 9 of DANcast we discuss Google's new privacy initiative, the future of targeting in advertising and SearchStar's own conference this October. On top of that we have Gurdeep from Adapt Worldwide on the show to talk localization and transcreation.

Remember, if you have any questions, or would like certain topics covered just let us know by tweeting #DANcast. DANcast is a monthly discussion of the latest digital advertising news. 

Hosted by Nick Livermore and Dan Fallon, the Digital Advertising News Podcast aims to be an entertaining and informative look at the latest industry news. As well as keeping you up to date with advertising goings on, DANcast features interviews with industry experts, as well as the tips and strategies you need to take your digital advertising to the next level.

In episode 8 of DANcast we discuss the new advertising deal between Microsoft (and Bing) and Verizon, as well as the hefty £44m received by Google and reports that Google has been taking over Google Ads accounts.

Remember, if you have any questions, or would like certain topics covered just let us know by tweeting #DANcast. DANcast is a monthly discussion of the latest digital advertising news. Hosted by Nick Livermore and Dan Fallon, the Digital Advertising News Podcast aims to be an entertaining and informative look at the latest industry news. As well as keeping you up to date with advertising goings on, DANcast features interviews with industry experts, as well as the tips and strategies you need to take your digital advertising to the next level.

In episode 7 of DANcast we discuss the major digital advertising topics of 2018, including GDPR, AI, machine learning, Amazon and Facebook's Cambridge Analytica scandal. Then, we evoke "Mystic Dan" to make some well-founded predictions for 2019! 

Remember, if you have any questions, or would like certain topics covered just let us know by tweeting #DANcast. DANcast is a monthly discussion of the latest digital advertising news. Hosted by Nick Livermore and Dan Fallon, the Digital Advertising News Podcast aims to be an entertaining and informative look at the latest industry news. As well as keeping you up to date with advertising goings on, DANcast features interviews with industry experts, as well as the tips and strategies you need to take your digital advertising to the next level.

In episode 6 of DANcast we discuss Amazon search-based retargeting, the Google Marketing Platform Partner Summit in San Francisco and Linked's impending revamp of its ad platform (finally). Remember, if you have any questions, or would like certain topics covered just let us know by tweeting #DANcast. DANcast is a monthly discussion of the latest digital advertising news. Hosted by Nick Livermore and Dan Fallon, the Digital Advertising News Podcast aims to be an entertaining and informative look at the latest industry news. As well as keeping you up to date with advertising goings on, DANcast features interviews with industry experts, as well as the tips and strategies you need to take your digital advertising to the next level.