168. Why Your programmatic Media Plan is Failing: Awareness vs. Conversion Mistakes

In this episode, we talk about the big mistake many brands make when planning and measuring their ads. Our guest, Chelsey, explains why you can’t measure awareness, consideration, and conversions the same way.

She breaks it down simply:

• Awareness ads should be measured by how many people see them (reach, impressions, CPMs).
• Conversion ads should be measured by results (sales, revenue, ROAS).

Chelsey also talks about how brands can estimate the impact of awareness ads on conversions using smart data models. Plus, she shares tools like GA4 and media mix modeling (MMM) that help brands understand which ads are working best.

Tune in to learn how to fix your media planning and get better results from your campaigns! 📅 Date: Thursday, March 27th 2025  ⏰ Time: 9 AM PST/ 12 PM ET / 5 PM GMT / 10:30PM IST 💻 Zoom Webinar – Live & Recorded Join Below: https://www.heleneparker.com/freeworkshop/  Biggest Mistake In Programmatic Media Plan: The most significant mistake in media planning is applying the same KPIs (especially ROAS) across the entire funnel. Many companies allocate most of their budget to conversion-driving tactics (e.g., search), neglecting awareness efforts. This short-sighted approach provides immediate revenue but limits long-term brand growth by failing to acquire new customers. A well-structured media plan should balance awareness and conversion tactics with proper measurement frameworks tailored to each stage of the funnel. Submit Your Questions and We will make sure to address during the workshop:  https://programmaticdigest14822.activehosted.com/f/40  Are you Interested in giving your team these workshop on a more customizable focus?  https://www.heleneparker.com/activation/   Yes, we do hybrid where we can execute while educating!  About Our Hosts and Instructors:

Chelsey Walsh is a senior digital marketing leader with 13+ years of experience in omnichannel strategies that drive revenue growth. She’s a media expert with a strong track record of managing multi-million dollar budgets and exceeding client expectations. Beyond her professional success, Chelsey is passionate about mentoring and advocating for aspiring professionals. She actively fosters a culture of belonging and inclusion, providing guidance and resources to help others grow in their careers. Connect with her on LinkedIN: (https://www.linkedin.com/in/vtvchelsey/)   Hélène Parker is the founder of an education consultancy focused on democratizing programmatic education, with a core mission of promoting Diversity, Equity, and Inclusion (DEI). Her flagship program, Reach and Frequency®, is a seven-week accelerator designed to equip aspiring historically excluded marketers with the skills to excel as programmatic traders and buyers. Hélène partners with in-house marketing and media teams, offering customizable workshops to enhance productivity and profitability. Additionally, her hybrid service combines teaching with hands-on DSP activation, ensuring clients gain both knowledge and practical experience.  www.heleneparker.com