Steve Grubbs: The Pitfalls of "Efficiency First" Buying Strategies

I've always believed that Media Buying should be one part Art and one part Science. The Science piece relates mostly to the application of data and research to target a customer. It is also very focused on driving cost efficiency. The Art side of the equation has more to do with creative solutions and environment selection. It is more concerned with creating impact. Importantly, it also relies on "gut" decisions.