In the dynamic world of media campaigns, optimising strategies for maximum impact can sometimes feel like navigating a labyrinth of data and possibilities. However, amidst the complexity, simplicity often reigns supreme. Our Head of Digital Technology, Josh Shenton, lists 4 to help get you started.

1. Keep it simple!

You can spend countless hours getting stuck trying to find some intricate method for optimising based on best performing mediums, such as, optimising the exchange, website list, time of day, weekday, and banner formats, but often it’s the holistic changes which yield results.  

Adding or removing an entire exchange, format, or website in totality rather than relying on obscure combinations will ensure you make meaningful changes and retain volume in a fraction of the time. 

2. Be patient!

If you make a change, do not expect a response in that same day, or even that same week! Depending on your attribution window, it can take weeks before your change will be realised. Give your change time to develop before you write it off as ineffective. 

3. Keep the team updated!

Increased the CPM? Lowered the frequency? Included an extra geo area? By keeping everyone in the loop, no matter how small the changes, the team can then best manage client expectations and ensure we are staying within the briefed parameters. 

4. Discern if reach or performance is more important.

Often these two can be at direct odds with each other, and optimising harshly to a KPI can reduce your volume and cause underspend. Some clients have a preference of one over the other, so iron this out ahead of time and discuss with your buyer! 

By emphasising simplicity, patience, communication and strategic alignment as guiding principles to your process, you’ll see the result – eventually!

Joshua Shenton 

Head of Digital Technology