Digital Media Planning Academy

Just because two sites share a similar audience profile doesn’t mean they’ll share the exact same viewers. Follow the models of media planning from classic media and they will only help so far. To plan online media really well means understanding the role of advertising rotations and the reason why not everyone visiting a site sees all of the adverts. The implication is simple: by adding more sites to the schedule campaign reach increases greatly.

Download lesson handouts: Rethinking media schedules; knowing the reach