Internet advertising is constantly changing and shifting towards automation and a digital-centric focus for planning. This means that new and innovative online marketing and interactive advertising options like behaviorally and contextually targeted display advertising, video advertising, digital TV and radio advertising are being introduced at a rapid pace.
To launch a successful traditional online advertising campaign, media buyers and ad campaign strategists need extensive knowledge of online media buying and planning, including online media, ad placement, ad distribution platforms and campaign monitoring and analysis tools. In addition, it requires a constant awareness and intuitive understanding of target audiences. And, because of the continual complexities and ever-changing fragmentation of online media, managing a successful online advertising campaign only grows more challenging over time.
Advanced Media Productions offers an Online Media Planning and Buying Services solution for traditional online media that is comprised of a planning phase (discovery, strategy, online media research, price negotiation), an implementation and execution phase and campaign management (reporting, analysis, ROI projections and campaign optimization). The online Media Planning and Buying Service can be part of a larger, full-scale Internet marketing campaign that may include search marketing, social media and mobile marketing or can be executed as an individual online advertising campaign.
There are currently many inconsistencies in online advertising. There are also limited standards in this industry presently. Therefore, the first step in online media planning and buying must be the development of a comprehensive media plan that includes the clients' goals and objectives, campaign strategy, media research, implementation plan development and ROI projections.
Our experienced media buying professionals work closely with the client to develop an online media strategy, conduct media research, determine the optimum media mix and ultimately launch and optimize the online advertising campaign. We use our expertise and our buying power to target the best placement outfits on the web for our clients' online media placements. The placement of online media is typically executed via direct media buys or through online ad networks, ad exchange networks, and digital systems for buying of television and radio ads.
At the start of the campaign planning process, we gather from the client the basic information that is vital to a successful advertising campaign. Key subjects that will be addressed are: campaign goals and objectives, market overview, target audience, ad creative, campaign integration, available budget and success metrics.
Based on the information we have gathered from the client, we will brainstorm to develop media buying concepts that will serve as a roadmap for our media research and media selection for the campaign. Once we have the clients' approval for our concepts and which media buys to pursue, we develop a strategy for how to conduct our online media research, planning and negotiations.
Based on the clients' goals and objectives and campaign strategy Advanced Media Productions assesses a variety of online advertising channels and ad delivery platforms to ensure the most effective and lucrative media mix for the online advertising campaign. A typical online advertising campaign may include sponsored links, graphical banner ads and rich media ads (animated banners and video ads).
Sponsored Links - Sponsored links typically appear in an ‘Advertising Section' or ‘Sponsored Links' area of popular vertical market web sites. Sponsored links not only drive qualified traffic to a web site, but often also result, through inbound links with keyword-rich anchor text, to higher rankings in the organic listings of the major search engines. Sponsored links can have a higher click-through rate then static banner display advertising because visitors are often more prone to click on a relevant, on topic, sponsored link versus a traditional banner advertisement. Sponsored links are often purchased directly from the publisher at a fixed rate per month with a minimum of 30 days.
Banner and Rich Media Advertising - Banner and rich media ads appear in fixed and guaranteed positions or floating on top of web pages with links to an advertiser's web site or landing page. Banners are the most common type of online display advertising. They can be contextually, behaviorally, demographically and geographically targeted and retargeted, and come in static and animated form in a broad variety of square and rectangular sizes. Rich media ads typically include Flash ads, streaming audio/video, all of which are different types of display advertising media.
Banner ads and rich media ads are used to generate targeted sales and leads and/or build brand awareness. They are offered in a variety of flexible pricing models, including pay-per-impressions (CPM), cost-per-click (CPC), cost-per-action (CPA), per lead or by revenue share pricing.
Banner ad and rich media ad campaigns can have extensive reach through direct ad placement at vertical web properties or through ad networks and ad exchange network with thousands of publisher/affiliate web sites.
Many media buyers and online marketers are still buying media on a site-by-site basis, effectively handpicking the web publishers that meet their requirements and fit their budget. However, buying online advertising media through an ad network or ad exchange will lead to greater efficiencies, higher reach, more accurate targeting and often lower media cost for the advertiser.
Direct Ad Placement - Agency media buyers or online marketers at companies that execute their online media campaigns in-house typically buy on a site-by-site basis selecting the web publishers that meet their requirements and fit the budget. The ad agency media buyer or in-house marketer works directly with the publishers' media representative to launch their campaigns. In-house marketers with small budgets may also use a self-serve ad placement system at one of the large ad networks or an ad exchange network to launch an online banner ad campaign. In-house marketers often provide their own ad creative directly to the publishers.
Online Ad Networks - Ad Networks use proprietary technology to serve, track and report on the distribution and delivery of online creative using efficient ad management systems. Ad Networks usually work directly with an advertiser or agency acting as an aggregator of premium advertising inventory for primarily high profile web sites. In a market where access to quality media is limited, Ad Networks offer advertisers and agencies increased reach into quality media environments and to a certain extend targeting through behavioral, demographic and contextual targeting. Ad Networks now also increasingly offer performance-based pricing, usually for left over inventory, as an alternative to CPM pricing.
Ad Exchange Networks - An Ad Exchange Network is essentially a hub for web publishers to connect with agencies and online marketers to sell or buy ads at optimum prices through an auction-type system. They typically serve niche web sites, blogs, gaming sites and online forums that do not have a sales force to sell ad inventory and rely primarily on ad exchange networks to fill their ad space.
Using the auction-based system publishers set a minimum or reserve price for their inventory and agency media buyers and online marketers bid on inventory that meets specific targeting criteria. Advertisers using the exchange typically can set rules that automatically alter bid prices according to how well the ad inventory is performing. Some ad exchange networks take a cut off each transaction others charge a flat fee to publishers and other affiliated ad networks that are part of the exchange.
Once an ad campaign is running, we utilize a sophisticated online tracking system that continuously monitors each component of the campaign and tracks every respondent in a unified console from the initial click-through to the completed action (lead, download or sale). Through post-campaign analysis, we provide our clients with an insight on which components of the campaign are working and which need to be improved.
Contact us or call 1-888-755-5151 for more information.
Contact us or
call 1-888-755-5151
for more information.
Contact us or
call 1-888-755-5151
for more information.
Advanced Media Productions
251 West Central Street
Suite 28
Natick, Massachusetts 01760
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Advanced Media Productions | 251 West Central Street | Natick, Massachusetts 01760
Toll Free: 1-888-755-5151Email:info@advmediaproductions.com
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