Online Media Planning and Buying
Succeeding with Online Advertising
Planning and buying, trafficking and banner serving, tracking and optimization
Never before have people interacted so completely with a form of media as they do with the Internet. Online advertising 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 web is literally where targeting and timing intersect.
Online Media Planning and Buying
Overdrive's online media planners and buyers develop media plans for clients that are driven by branding strategy, aligned with business objectives and grounded in target audience behavior. We help clients initiate contact with prospective customers during the most opportune times of their personal and professional lives. Our 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 properties and placements that can reach them. Our strategists then map the different audience traffic groups through conversion paths that result in lead capture, meaningful brand interactions and sales. Once launched, our programs are managed through a pro-active 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 team has the methodology to negotiate the most favorable terms for your business in relation to costs, performance, placement and cancellation.
Media Convergence
Now more then ever 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 online, our media buyers always remain 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 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 has the staff, process and banner serving technology to deploy turnkey online 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, search and advertising campaigns is essential to online success. It can translate into tremendous savings by minimizing waste spent 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 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 methodology and technology? Click here to set up a capabilities presentation. We'll show real life examples of how our tactics resulted in success for our clients.
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