A media campaign includes a wide variety of processes, from strategic media planning through to buying spaces, tagging pieces and channels, operating campaigns, and finally measuring and analysing indicators that support optimisation. It is a complex operation that requires the technical knowledge of specialised professionals.
In digital marketing campaigns for large advertisers, multidisciplinary teams and partner companies are also involved, working together to follow the media plan. Each team carries out the processes within their expertise, but all are equally responsible for the successful results and budget compliance.
However, brand executives can sometimes face results that are far below expected when considering the investment. A thorough investigation process is then necessary to detect the inconsistencies and have them corrected.