Glenn Broderick, AT&T
I really, really wish someone would have taken the time to explain the very basic relationship between reach, frequency and CPM. You can talk about these things out the ying yang in school, but when you're actually planning and executing a buy for the first time, the meanings attached to these expressions become infinitely more nuanced.
Glenn Broderick is executive director of gaming at AT&T. Read full bio.
My advice for others is don't lose sight of the economics driving your interactive marketing activities. Companies spend marketing dollars (interactive and otherwise) to ultimately drive sales. As an interactive marketer, you are essentially an investment manager: making sure the investments you place in media vehicles/properties yield the best result possible.
Just because a campaign's stated objective is "brand health" does not mean that there is no financial goal; it just means the financial goal isn't as clearly stated as it could or should be. Brand favorability lift increases likelihood of trial, which increases likelihood of usage, which increases repeat usage, et cetera.
All of these activities have dollar values attached to them and should absolutely be driving the advertising investment strategy.
