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New online ad network boss slams lazy media planning

The head of new youth-focused online advertising network Push And Play Digital has hit out at “lazy” online media planning and buying.

Jade Harley, director of Sydney-based Push and Play Digital, a specialist music, entertainment and lifestyle ad network launching this week, told Mumbrella that media planners were too busy and volume-focused to target audiences effectively.

Jade Harley Push and Play Digital“Media agencies and marketers have never had so much choice and yet so little time to engage with individual digital publishers. Unfortunately these limitations can often result in larger network deals delivering inappropriate brand fit,” she said.

“I’ve seen some terrible examples of Bunnings display banners placed on an edgy music site targeting predominantly 16-24 year olds. This not only cheapens the environment and deters users. It will also be completely ineffective in delivering results for the client.”

Push and Play Digital’s network partners, which primarily deliver the youth demographic, include The Cool Hunter, MusicFeeds, EMI’s The In Song and The In Sound From Way Out, The Dwarf, Filmink, Munky and Collapse Board.

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