Online Media Buying Plan Development
As with media buying, media planning is an important aspect of the entire advertising management function. Planning and media buying for online venues are an integral part of the always-evolving world of Internet advertising. New groundbreaking advertising options are constantly being launched such as, geographically and behaviorally targeted advertising. Unlike traditional media buying campaigns, online ad campaigns may initially require a comprehensive media plan because of limited standards and various inconsistencies. This article will explain an online media planning development process needed to ensure a successful media buying campaign.
Internet advertising is always changing. New online advertising options like video advertising, geographically and behaviorally targeted display advertising, and social network media advertising are being introduced and immediately subject to future rapid changes. In order to make media buying successful, a well-devised online media plan is needed that includes the campaign’s goals and objectives, research, strategy, implementation guidelines and Return On Investments (ROI) projections.
Although it may sound cut and dry, developing the online media plan is more involved than it may sound. Media buying experts work very closely with their clients to develop a workable online media strategy, perform media research, create an online media plan, resulting in launching an online advertising campaign. The following bullets are an example of a possible online media planning process:
- Discovery-the initial phase of starting the planning process. At this time a campaign’s goals and objectives should be reviewed, expectations should be made clear, restrictions, potential problems, specific areas to target should be made known, supporting files, samples ads and any other relevant information to support successful media buying should be made known.
- Strategy-As a result of the information presented during the discovery phase, media buying models will be developed to help direct the media research.
- Online Media Research- should not be one dimensional and only focus on ad networks. A good online media plan will consist of research on web portals, social networks, content sites, ad networks etc. Constantly looking to find the right mix for successful media buying.
- Media Negotiations- once the research on the pricing is complete, negotiations for the best placement positions and pricing will take place. Always keeping in mind the budget, and ROI.
- Online Media Plan-after the negotiations are finalized, the online media plan is complete. It should contain the information about the network or site, projected visitor counts; impressions purchased, target audience, placement sizes/ ad opportunities.
Once the online media plan is complete and approved the actual media buying takes place. This is the end of the initial planning process but only the beginning of the actual online campaign. Now ad tracking and trafficking are established to provide accurate testing. The ad campaign will be reviewed daily, or sometimes multiple times a day to make adjustments, additions, deletions or whatever is needed to properly optimize the campaign.
Media buying is a fascinating process and online media buying is even more so because it requires more knowledge, due to the Internet’s complex nature. A good media plan is imperative to ensure successful media buying. Launching a winning online advertising campaign will only get more difficult as technology continues to advance.
