The world of Internet advertising changes constantly. New and more specific advertising options like geographically and behaviorally-targeted advertising are constantly being introduced. Online media buying requires more knowledge because of the greater complexities, and launching a successful online advertising campaign only grows more challenging. Unlike traditional media, due to fewer standards and consistencies in advertising opportunities, online ad campaigns often require the development of a media plan before the ad creative can even be started.

Our Online Media Planning & Buying Process

Planning Phase:

Understanding: our online media planning process begins with the understanding of your campaign objectives, any metrics you're trying to accomplish, any restrictions or targeting we should be imposing, any sample ad creative or landing pages, any Creative Brief or supporting files that can help us in our efforts.

Strategy: we then brainstorm to develop media buying concepts to guide our media research. Once we have your approval of our concepts and which ones to pursue, we develop a strategy for how to conduct our online media research and planning.

Online Media Research: typically, we do not rely on simple ad network buys. Instead, we try to balance a plan with buys that might combine ad networks, web portals, content sites and niche audience sites. In order to find the sites most appropriate for your audience and objectives, we typically have to conduct media research for some portion of the plan.

Media Negotiations: once we have secured a site’s pricing and placement opportunities, we move into negotiation mode to ensure we’re getting the best placements and pricing for you. We use a simple ROI Calculator to help us determine what we can afford to pay for a site or particular placement based on factors other than just costs and track this during the entire campaign.

Execution Phase

Securing the Buy: once you have approved our plan we secure the buy for you with the network or site publisher.

Delivering Ad Specifications: we then either receive ad creatives from you or create them for you via our Design Department.

Ad Tracking: we then set up the ad campaigns and tracking monitoring for each ad in the campaign. We can also provide ad creative split testing.

Campaign Optimization: we review the ad campaign daily, weekly or monthly (depending on the your needs) and apply any necessary optimization including shifting ad impressions, discontinuing placements or buys, and/or swapping out ad creative.

Reporting & Analysis: in addition to providing online access to a reporting dashboard, we will provide a weekly campaign tracking spreadsheet analysis for review.

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