Social network advertising planning and buying services are designed for online marketers, businesses and organizations who want to promote and build brand awareness for their products and services through advertising at social networking web sites. Social network advertising is also beneficial to companies that have developed their own social network application or widget and want to outsource the distribution throughout the major social networks.
Advanced Media Productions offers a comprehensive social network media planning and buying services that include the setting of goals and objectives, discovery, strategy, research, exploration and negotiation, plan development, implementation and management.
Advertising on social networks is a rapidly growing trend within social media marketing that should be considered as part of any social media marketing plan. Social network advertising does not include the viral promotion and distribution of brands and social network applications, using the viral channels that the social networks make available. Advertising on social media networks can take the form of direct display ad buys at the social networks, self-serve advertising through internal ad networks, and ad serving on social network applications through special social network application advertising networks.
For marketers with a large budget Facebook, MySpace and LinkedIn are offering high-end customized sponsored advertising programs for a premium price. Smaller advertisers at MySpace and Facebook can take advantage of self-serve solutions to reach the broad range of social network users. Depending upon the budget, advertisers can get started on Facebook and MySpace with as little as $25 for a short-run PPC (pay-per-click) campaign, or as much as several hundred thousand dollars for a customized advertising campaign.
MySpace, Facebook and LinkedIn offer premium custom advertising programs that allow advertisers to engage with the users of these social networks. Custom advertising is primarily sold via their ad representatives.
Facebook. Advertisers with large budgets above $50,000 can take advantage of custom integrated advertising opportunities through Facebook’s Microsoft partnership. Facebook now also sells demographically and behaviorally targeted premium advertising on the Facebook home page, User Profile pages, Group pages and on the right side of application canvas pages.
MySpace. MySpace’s custom advertising options are designed for large advertisers who want to take advantage of MySpace’s advanced targeting capabilities that puts all non-personally-identifiable user profile information and behavioral data into play. MySpace ad placement options are typically between two to six ads per page throughout the network. Advertisers can also opt to buy premium space on the MySpace home page.
LinkedIn. Hundreds of top-tier advertisers currently run premium advertising campaigns on LinkedIn.com to deliver targeted marketing based on information that members publicly share in their LinkedIn profiles. A recently launched internal advertising network will help advertisers to better capitalize on pre-defined, scalable audience segments, such as corporate executives, small businesses and IT professionals. The launch of the new vertical network is part of LinkedIn's overall push to more fully monetize its business professional social network, as well as to consistently charge premium CPM’s.
Throughout their internal self-serve advertising network, MySpace and Facebook give marketers and business owners of modest means, access to targeted text ad and display advertising. The self-serve advertising platforms allow small business owners, professionals and brands to connect with specific user groups based upon self-expressed interests available on their profile and their behavior within the social network.
Facebook Social Ads. Facebook Social Ads are self-serve ads that appear on the right hand column of most Facebook pages and can be highly targeted to appear to specific users. The Facebook ad system is completely self-serve and provides real-time feedback on the size of the target audience and the suggested bid range to achieve impressions. The system is based on a live auction model, which means that the more advertisers are willing to spend per click or impression, the more frequently their ad will appear. Facebook offers advertisers the option to pay on a CPC (cost-per-click) or CPM (cost-per-thousand impressions) basis, whichever they prefer. The minimum CPC price for Facebook Social Ads is $0.10.
The Facebook self-serve ad system offers very powerful targeting capabilities: when advertisers create an ad, they have the option to limit who sees the ad by age, sex, location, keywords, education level, workplaces, political views and relationship status. Facebook Social Ads are limited in that they contain only a small static image and a few lines of text.
MySpace MyAds. MySpace also offers a self-serve ad platform called MyAds that will allow small business owners and others to create their own ad campaigns by creating or uploading display ads, and then monitoring and improving the campaign results online. The MySpace MyAds service functions similarly to Facebook’s self-serve advertising solution, except that Facebook only allows text ads, while MySpace MyAds only allows display ads that are either 728×90 or 300×250 in size.
The MyAds platform offers ad creation and placement tools that allow advertisers to create customized display ads and select from various ad targeting options such as geographic, demographic and user interest categories. After selecting their desired ad placement, MyAds advertisers will be able to use the customized tool to pay for their ads and initiate placement.
Social network application advertising is executed primarily through external ad networks that are designed specifically for social networking sites. They make it easy for publishers and developers of social network applications to increase the number of application installations and monetize their applications by serving millions of ads daily on social networking applications across the major social networking sites – primarily Facebook and Myspace, but increasingly also on Hi5 and Bebo. Social network application inventory is sold on a CPM, CPC, CPA and CPI (cost-per-installation) basis.
The two basic functions of Social Network Advertising platforms are:
MySpace and Facebook self-serve advertisers have access to analytics tools that enables them to track and optimize the ad campaign performance. Most social network application advertising platforms provide some form of monitoring, reporting and optimization of campaigns. Specialized analytics tools and services for cross-platform social network monitoring and campaign optimization are still in their infancy, but an increasing number of third-party tools aimed at social network campaign optimization are being developed.
Contact us or call 1-888-755-5151, ext 17 for more information.
The social network media planning and buying services are designed to develop a social network advertising plan that identifies the strategy, tactics, implementation and ongoing campaign management that is going to be implemented to meet the client’s goals.
To meet client’s goals and objectives, social media professionals at Advanced Media Productions will work with the client to develop a social network advertising strategy, conduct media research and create a tactical social network advertising and application distribution plan, including campaign launch, ongoing campaign management and optimization, to meet the client’s goals.
The social network advertising plan includes the following phases: setting goals and objectives, discovery, strategy, research, exploration and negotiation, plan development, implementation and management.
In the first phase of the plan development Advanced Media Productions discusses the overall social network advertising goals and objectives with the client.
Our social network advertising and planning process continues with the discovery phase, whereby we secure our client's campaign goals and objectives, consider any metrics they want to achieve, any restrictions or targeting we should be imposing, any sample content, ad creative, any pre-written creative brief or other supporting information that can help us in our efforts. Often, we can conduct “discovery” by telephone.
Based on our findings from “discovery”, we will brainstorm to develop the social network media buying concepts and campaign tactics to guide our media research. Once we have client approval for our basic concepts and which ones to pursue, we develop a strategy for how to conduct our social media research and planning.
When selecting the various social network advertising channels, we try to find a balance between custom advertising programs, self-serve advertising and advertising on social network applications. In order to find the methods most appropriate for the client's target audience and objectives, we have to conduct social network research for some portion of the plan. Even if we already have relationships with MySpace, Facebook, LinkedIn and social network application advertising network reps we want to buy from, we still need to deliver our requests for proposal (RFP) and/or explore advertising prices to get the pricing for each independent buy.
Once we have determined the ad pricing and placement opportunities at MySpace, Facebook, LinkedIn and various social network application ad networks, we move into negotiation mode to ensure we're getting the best placements and pricing for our client. We determine what we can afford to pay for a specific advertising channel.
Based on the findings from the previous sections, Advanced Media Productions will prepare a social network advertising plan that will describe the implementation and estimated cost of all plan components and the ongoing fees for campaign management and campaign performance optimization.
Once we have approval from the client to go ahead with the execution of the plan, we secure the advertising buy for the client with Facebook, MySpace, LinkedIn and/or the social network application ad network(s).
In case the client or an ad agency is responsible for the development of the ad creative, Advanced Media Productions will produce and deliver an ad specifications spreadsheet, so creative development can be finalized in a timely matter.
Ongoing management and support through an account management and monitoring program will be offered when the plan has been implemented and the campaign is up and running.
When Advanced Media Productions receives or has produced the finalized ad creative, it establishes a monitoring and reporting system that may include implementation of tracking URLs, setting up campaign tracking at the selected social network application ad network(s), or implementing third-party tools aimed at social network campaign tracking and optimization.
Advanced Media Productions will review the campaign results on a daily and weekly basis and apply any necessary optimization including shifting ad impressions, changing bidding parameters, discontinuing placements or buys, and/or swapping out ad creative.
On a bi-weekly or monthly basis, the client will receive a campaign analysis report for review.
Contact us or call 1-888-755-5151, ext 17 for more information.
Social Network Advertising services include the development and execution of social network advertising plans.
Contact us or
call 1-888-755-5151, ext 17
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
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