Online Media Planning and Buying
Getting Better Results from Your Online Media Planning and Buying
Online media planning and buying, when done well, puts your messaging in front of a receptive audience that can immediately respond to it. How can you cost-effectively reach the right audience with your online media planning and buying? Beyond doing the obvious due diligence on target demographics and media property profiles, there are a variety of sometimes under-appreciated ways that companies can boost the performance of their online media programs.
At Overdrive Interactive, a full-service online marketing agency, here are just a few of the tactics we use to develop high-performance media programs for our clients:
- Target not just the “who” but the “when”. Internet marketing enables you to go beyond demographics and target people right at the time when they’re looking for what you’re selling. In your choice of placements and your messaging, take into account timing considerations such as major life events, online behavior patterns, or the consumer’s place in the buying cycle.
- Supplement high-profile placements with value-adds and free media. To improve the overall cost-performance of your online media planning and buying program, complement high CPM premium placements with lots of value-added placements like text links, in-text ads, buttons, and advertorials; and free placements like social media, your own site, and your house e-mail list.
- Tap into media reps’ site-specific knowledge. Media reps can be an invaluable source of information about what works on their sites and what doesn’t. Treat them like partners in your online media planning, and leverage their site-specific knowledge. They want your campaign to succeed as much as you do, particularly if you have a cancellation clause.
Online Media Planning and Buying Gets You Seen.
Strong Creative Gets You Results.
While effective online media planning and buying will put you in front of the right audience, it’s your creative that will trigger the desired behavior – or not. Make sure your ads are tailored to the audience and succinctly give viewers a reason to take action right now. And make sure those ads link through to landing pages that efficiently deliver on your offer.
Overdrive for Results-Driven Online Media Planning and Buying
At Overdrive Interactive, we’re passionately committed to improving our clients’ online marketing performance in ways that are meaningful and measurable. As a full-service digital agency, we help some of the world’s leading companies achieve their branding and revenue generation goals through online media planning and buying, search engine marketing, and development of compelling creative.
Want to know more about how Overdrive can optimize your online media planning and buying? Click here or call us at 617-254-5000 to set up a capabilities presentation.
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