Скачать или смотреть Topic: Campaign Planning for Digital Media & Personalized Programmatic Advertising

This video discusses campaign planning for digital media and explains how digital advertising differs from traditional media. It focuses on how modern digital campaigns are planned using data, audience insights, and integrated media strategies.

The video is based on Chaffey and Ellis-Chadwick (2025) and explores the main steps of digital campaign planning, including goal setting, campaign insight, segmentation and targeting, creative message development, budgeting, and media mix selection. It also includes key ideas from Shiv (2025) on programmatic advertising and personalized marketing, highlighting how automation and data are used to deliver relevant ads to the right audience in real time.

This topic is directly related to our course because it shows how digital marketing theory is applied in real-world campaign planning and execution. The video also explains how businesses use personalization and programmatic media buying to improve campaign effectiveness and customer engagement.



References

Chaffey, D., & Ellis-Chadwick, F. (2025). Digital Marketing: Strategy, Implementation and Practice.
Chapter: Campaign planning for digital media, pp. 347–393.

Shiv, B. (2025). Programmatic advertising and media buying; Personalized marketing.