Media Buying (Display)

For wider reach and exposure, nothing can beat the sheer volume of inventory available through media buying. Either directly with publishers, or via ad exchanges and networks, media buying with display advertisements (banners) is an indispensable channel when promoting offers for broader demographics and building brand awareness among large populations.

Benefits

Massive Traffic Reach – With access to the right distribution channels, we can run media buys that have upwards of 95% reach among national populations. Hundred of millions of impressions.
Branding Opportunity – Doing media buys allows a client to gain exposure on many mainstream websites, like CNN, TMZ, and Fox News, for example.
Perfect for Scaling – When a campaign is profitable and optimized, media buys are a perfect way to scale those winners to windfall profits.

Keys to Success

Tracking & Optimization – Without the proper data from tracking technology, optimization is impossible. Data driven optimization is a prerequisite to maximize the profitability of a campaign.
Rotating Fresh Ad Creatives – Most media buys are priced using the CPM model, so when you are paying for impressions, it’s crucial that you get the users to click your banners, otherwise it’s wasteful. Testing multiple ad creatives and constantly finding clear winners should be the objective of any saavy marketer.
Frequency Capping – If a user has seen an advertisement 10 times and hasn’t clicked on it, would you keeping showing them the same ad? Ignoring the impact of frequency capping is vital in doing media buys.
Bidding Strategy & Negotiation – Knowing what an affordable CPM rate, and what effect it has on the potential profitability of a campaign, is a key factor in negotiation the best possible price for the traffic being bought.
Understanding Contract Details – When preparing an insertion order with any publisher or network, there are many key points to the contract that can determine the ultimate outcome of the media buy.

Our Approach

Media buying can be an extremely costly endeavor if run without experience and the right tools. All of our media buys are run through the SiteScout Ad Server platform, which gives us the ability to make very smart campaign decisions.

A media buying campaign has several requirements. Banner creatives, landing pages, some target demographics, and some measurable campaign goals. We work closely with our clients to make sure that all creatives are approved before any campaign go live. We also provide weekly reports which include ad spend, clicks, creative performance, conversion performance, and other metrics.

As time goes on and statistically significant data has been acquired, campaigns are optimized to drive down the cost per conversion.  Since media buying is an advanced channel, we suggest it for those who are looking to scale up existing efforts while maintaining the highest ROI possible.

We normally extend the possibility of media buying to existing clients that wish to scale their current marketing. We also take on the responsibility of media buying for our Lead Generation service when it makes sense.

Feel free to contact us if you have any questions: