Online Media Planning and Buying

Succeed in Online Media with Overdrive

Never before have people interacted so completely with a form of media as they do with the Internet. Advertising through online media allows marketers to access this dynamic relationship, targeting advertising, messaging and offers with unprecedented accuracy and efficiency. Online advertising puts products and services, as well as immediate contact and conversion, just a click away from potential customers. Brands, offers and products can all combine online in a highly focused moment when consumers are devoting their undivided attention. The Internet is literally where targeting and timing intersect.

Online Media Planning and Buying

Overdrive’s online media buying team develops online media plans that are driven by branding strategy, focused on encouraging target audience behaviors and grounded in business objectives. We help clients initiate contact with prospective customers in the online space during the most opportune times. Our online media plans reach into life stages, buying and business cycles and behavioral moments that provide immediate results, ROI and marketing intelligence.

Overdrive’s Planning Process

Our planning process defines and groups our target audiences, models their online behavior and identifies the full universe of online media properties and placements that can reach them. Our online media strategists then map the different audience traffic groups through conversion paths that result in lead generation, meaningful brand interactions and sales. Once launched, our online media programs are managed through a proactive optimization platform that is constantly raising the bar on what defines success.

Branding, eCommmerce, Lead Generation, Channel Support

Whether your goal is to establish a brand with CPM deals or create direct lead generation and sales channels using pay-for-performance contracts, our online team has the methodology to negotiate the most favorable terms for your business in relation to costs, performance, placement and cancellation.

Online and Offline Media Convergence

Now more than ever, online media properties are combining their products and offering more powerful multi-platform packages that create increased branding power and buying efficiencies. Though our central focus is with online media, our media buying team always remains on the lookout for convergence possibilities and can take advantage of opportunities across a media property’s entire spectrum of outreach vehicles including website placements, email, direct mail, print, event sponsorships, broadcast and more. There are no limits to what Overdrive can plan, buy and deploy.

Banner Ad Trafficking and Serving

Managing the logistics of an online media campaign is complex. There can be literally dozens of different units with several creative versions and phases all going out to a variety of online properties. Tracking, reporting and optimization are essential but add further complexity. Overdrive’s online media team has the experience and banner serving technology to deploy turnkey online media campaigns and to handle the daily tasks associated with their operation and optimization, allowing clients to focus on their own business.

Campaign Tracking, Reporting and Optimizing

Real-time tracking of click and conversion results from email, paid search, and online media campaigns is essential to online success. It can translate into tremendous savings by minimizing wasteful spending on non-performing impressions and placements and boost ROI by focusing funds on successful placements. Overdrive’s serving and tracking technology are the best available and generate easy-to-read reports that can display short, mid and long-term campaign results with minimal set-up. Add this to our rapid trafficking procedures and aggressive media cancellation clauses and our team has the ability to help an organization discover viable online marketing channels with a minimum amount of time and waste.

Post Online Conversion Tracking — Linking Online Activity to Offline Revenue

Overdrive’s proprietary and patent pending Lead Generation Source Labeling technology allows our clients to track the post online conversion activities of the leads and customers they acquire on their sites. This allows offline customer activity and revenue to be forever sourced back to the originating website or search engine they came from and traced down to the banner or keyword level.

Put Overdrive to Work for Your Company

Want to know more about our Online Media buying methodology and technology? Click here or call 617-254-5000 to set up an Online Media capabilities presentation. We’ll show real life examples of how our strategies and tactics resulted in success for our clients.