Editor's Note: In our "Meet a Media Planner" series, we get to know the pros behind search and media planning. Kristina Simpson is a senior associate for eBay Enterprise’s Marketing Solutions Group in Philadelphia, PA. When Kristina graduated from Penn State two years ago, she had the unique opportunity of joining a rotational program at eBay Enterprise, where she dabbled in analytics, marketing, and media planning for a health and nutrition client. In her current position with the organization, she acts as the display lead for a large financial services client.
Yahoo Ad Blog: Do you have a favorite campaign that you’ve worked on at eBay Enterprise?
Kristina Simpson: We’re actually doing something really interesting right now, where we’re measuring the incremental value of having display advertising in the market, versus not having any display ads at all. We’re doing a placebo test where we run branded creative against PSA ads in order to determine how much the branded ads are actually influencing people to convert. So, if we see a positive conversion rate difference on the branded side, we’ll know we’re making an impact. It’s been a huge learning experience, and I’ve really enjoyed it.
YAB: When it comes to digital advertising, what are your clients’ main concerns?
KS: They’re trying to figure out what works best. One of the biggest things right now is multi-device targeting, and many of our clients aren’t sure where to begin. They come to us for strategic leadership, and we’re staying on the forefront of innovation in this area to help them win.
YAB: Are there specific trends or technologies you think would benefit your clients?
KS: Attribution is a big one for our agency. We don’t want to credit online media based on the last click alone. We want to understand the entire purchase path, the journey of the customer, and how we should give credit to influencers along that path. We’ve been focused on this for a while now with our proprietary attribution technology within our suite of integrated solutions, but I think it’s starting to get really big throughout the industry. Last click has become the old way of doing things.
YAB: Do your family and friends understand what you do?
KS: No. I think a lot of people picture me using Excel all day. Which I do, but it’s definitely a lot more than that! Digital media buying just sounds so abstract. Everyone knows what a banner ad is, but nobody really understands how advanced the targeting is or what goes into the planning that results in an online ad that appears right in front of you.
YAB: How do you de-stress from your job?
KS: I’ll admit that I’m a pretty big trashy TV fan. I watch all the shows that everyone is embarrassed to say they watch---The Bachelor is up there as one of my favorites. I’m also a big CrossFitter, which is pretty intense. The program is built on functional movements, Olympic lifts, and timed workouts, and it’s really big on competition and hitting personal records. I’ve seen myself surpass so many of my personal goals. Things I thought I could never do a year ago, I’m doing today.
YAB: If you had to change careers tomorrow, what would you want to do?
KS: I would be a celebrity wedding planner. I’d love to go back and do Justin Timberlake and Jessica Biel’s wedding. I think it would be so much fun!