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Buoyancy Digital - Digital Media Buyer

An excellent, nonpartisan perspective about the tangible impact of brand safety in advertising online during national election cycles, courtesy of the great peeps at DoubleVerify.

If you are advertising on social media and/or the open web via hashtag#programmatic display, take some extra time this year to understand the available brand safety settings offered by each ad vendor or platform where you run campaigns.

The second stat below is quite clear. Over half of all consumers feel it's your job as the brand to control what content your ads are seen next to, even if you buy your media exclusively on a programmatic or automated method.

The third stat is equally as blunt in terms of outcome, if you don't control where your ads get served - 3 out of 5 people would be less likely to buy or use your product if it was advertised next to questionable content.

What defines "questionable content" will require you and your stakeholders to make some decisions which become updated ad targeting parameters and thus refined business rules around brand safety.

Why should you sell or license your artwork, technology or other IP products? Why should you commercialize & advertise the innovations and art you create?

Years ago, this long winded phrase hit me like a brick: Innovation without monetization is art without an audience.

It sounds lofty, but the premise is straightforward. If you or your firm creates something amazing and it can't or doesn't get nurtured commercially, it won't be seen or used (art without an audience).

Whether you create entertainment content, artwork in any form, or technology & software, innovation, the cornerstone of progress, propels us forward, igniting revolutions across all industries, and occasionally helps reshape the contours of human existence.

Your brainchild's potential lies dormant without the vital tether to monetization. This intricate relationship between innovation and monetization mirrors the symbiotic bond between art and its audience. Just as art finds its purpose in the eyes of beholders, innovation finds its validation in the market's embrace. To overlook this nexus is to consign innovation to the shadows, rendering it a mere echo of its potential.

The intersection of innovation and monetization is indispensable, akin to the relationship between art and its audience. Just as art finds its purpose in the eyes of beholders, innovation finds its validation in the market's embrace. Innovation without monetization is akin to art without an audience—devoid of impact, relevance, and resonance.

Build and create products, technology and art that matters. Bring it to market and let innovation be fueled by audiences who benefit from the existence of your work.

I have been asked a lot about what my approach is with paid media and the output of media buying work done after 27 years of being hands on.

As a principle learned from my technical colleagues and applied to the purchase of performance driven media on all platforms: optimizing advertising budgets requires embracing an agile approach!

More simply, it's about being scrappy!

In today's competitive market, every dollar counts. That's why we've adopted an agile methodology to our paid advertising strategy, ensuring we make the most of our resources while maximizing results, no matter the client, industry or audience focus.

Here's how we're maximizing impact:

**Efficient Allocation:** With agility, we're able to quickly identify high-performing channels and allocate budget accordingly. By continuously monitoring and adjusting our spend, we ensure that every penny is working towards our goals.

**Cost-Efficient Experimentation:** Agile empowers us to test new ideas and strategies without breaking the bank. By running small-scale experiments and learning quickly from the results, we minimize risk while uncovering valuable insights.

**Optimized Performance:** By focusing on what works and cutting out what doesn't, we're able to optimize our advertising performance over time. This iterative approach allows us to continuously improve efficiency and drive better ROI.

**Adaptability to Market Changes:** With agile, we're able to swiftly respond to shifts in the market or changes in consumer behavior. Whether it's reallocating budget to capitalize on emerging trends or scaling back in response to external factors, we stay nimble and adaptable.

**Transparent Reporting:** Agile is not just about making quick decisions—it's also about being data-driven. We provide transparent reporting on the performance of our advertising efforts, giving stakeholders visibility into where every dollar is spent and the return it generates.

All of these factors and more are applicable to every paid media format and platform, from paid social & SEM, to programmatic display.

Embracing an agile approach to advertising budgets isn't just about stretching your dollars—it's about making smarter investments that drive real results.

is not optional for marketing.

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