The advertising world has changed and continues to change dramatically in recent years. This pace of change is unprecedented. The traditional forms of advertising in the media on television, radio, in print and other forms, are quickly losing ground to interactive advertising through the use of media buys on the internet.
A media buy involves the planning, negotiation, and purchase of all form of advertising online. This includes digital video, audio, image and text based adverts delivered on websites, search engines and many others. The purchase of these media buys could be done through an advertising agency such as MediaTraffic.com which sell PPV or pay-per-view traffic as a pop-up, or from a site such as Adbrite.com which sells banner adverts.
Selecting your media buy should be something that forces some serious thought on what you are selling, who you think your target audience are, and where you might be able to reach them for the lowest cost. Any planning phase for a media buy will involve a traffic source. New traffic sources pop up so frequently now that media buyers need to rely on inside information from forums, newsletters and magazines.
Often industry magazines will consider the top advertising networks based upon their impressions served and their reach. Forums also provide great places to get referrals and feedback from other marketers, however, it is important that you do your own research. You need to think about setting up a daily spend that corresponds to your goals, which will help with your overall campaign.
The execution phase may seem simple to experienced buyers, but the steps taken to do this properly should not be overlooked. Many networks offering advertising will require a minimum purchase. When an investment like this is made, then media buyer need to make sure that everything is in place to ensure that tracking can take place.
during the week a campaign will see the most traffic, however its important to remember the day of the week when the campaign was started. This is down to the fact that if you were to start a campaign on a Friday evening for example then a problem could possibly occur during the weekend. This would in turn lead to several days passing by with many clicks wasted.
As soon as the campaign has begun then the ‘optimisation’ phase will start. This phase should involve the elimination of sites that are not converting properly. You should also look to set ‘day parting’ in place. This means that if your reporting shows that you get most leads during a certain time period, you can make it so that your campaign is only visible during these particular hours.
This in turn helps you to save money by lowering your budget and also helps to improve your return on investment. During the optimisation phase you are also able to tweak the campaign. All this means is that you can change certain aspects of it if you are not getting the desired response. You need to be creative.
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