A quick glance at any marketing or advertising Lumascape matrix may lead to a conclusion that digital media buying has become vastly more complex, fragmented and expensive in recent years.
The proliferation of platforms, technologies and mediums, including walled gardens, has indeed raised the intimidation factor, especially for the digital marketing novice.
However, with minimal education and experience, digital advertising is more accessible and flexible than ever for marketers with budgets of all sizes.
One constant in a sea of change is that media buying will persist as the largest line item in most marketing budgets.
But unlike traditional media channels, digital marketers have the ability to monitor their investments and make optimizations to ad inventory, budget and audience pools in real-time.
A particular subset of digital marketing, programmatic advertising also leverages data and automation to yield unparalleled specificity of targeting with efficient scale.
With access to platforms including demand-side platforms, pixel tracking and attribution models, marketers are quickly able to execute campaigns, monitor Web traffic and track revenue generated from digital media placements all in real time.
In minutes, a marketing manager at a fledgling snack brand can build and launch a campaign that targets recent buyers of Fritos and Lays while combining demographic, geo-specific, and contextual targeting layers.
This example is not a million-dollar campaign. In fact, this highly targeted campaign can be effective with budgets starting at less than $5,000.