You might think media buying is much more of a science than an art. However, I find that the reverse is actually true. By that, I mean media buying requires much more creativity and out of the box thinking than just crunching a few numbers or following a standard equation. True, the key measurements such as ‘click through rate’ and ‘click to conversion’ must be precisely measured. However, the only way to really influence improving numbers is to proactively place yourself in the end user’s shoes and do your best to determine what factors are influencing this user’s surfing or browsing behavior. This is crucial as it relates to how these same users are responding to your campaigns at any particular time. In other words, the key to any successful media plan is relevancy. The placement of the advertisements to the traffic demographics of the publisher or direct site placements is crucial. So, before any buy or placement of creative, some key questions must be asked. For instance, what are the age demographics, gender demographics, site topics and categories, timing statistics, as well as geographical location and socioeconomic status of the users? It is also extremely helpful when you are able to pinpoint your audience’s primary shopping behaviors’ or preferences and their browsing preferences. In order to proceed with the media buying process the campaign and the answers to the above questions must relate to one another. The campaign will be much more successful when determined and selected based on the psycho graphic information and data collected beforehand. In the next series, we will cover, key measurements for tracking and optimizing.