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Internet
Media Buying
Internet media buying has become
an essential marketing service alongside television and radio media buying.
Every year, more and more advertising budget is shifted to the Internet
as companies seek better ways to target consumers and achieve a measurable
return on investment (ROI).
To most traditional marketers, the Internet is a complex advertising medium
with numerous channels, vast amounts of content and advertising options,
and a dizzying array of technologies to plan, deliver, track and analyze
online campaigns. Most DRTV and radio marketers have little idea where to
spend their Internet budget, let alone how they will measure the media ratio
and return on investment of their campaigns.
Koeppel Interactive helps DR companies manage their online media spend, charting
a course through the initial testing process to campaign flight across different
networks, properties and ad placements. We make advertising on the Internet
both easy and profitable with solutions that are specifically tailored to
the needs of traditional television and radio marketers.
Internet Media Buying
is the process of planning, negotiating, purchasing and tracking ad placements
on multiple Web sites, including search engines and Web portals. Pay-Per-Click
Buying and Rich Media Buying
are types of Internet media buying.
Koeppel Interactive specializes in rich media advertising,
including “beyond the banner" streaming video ads and online
infomercials that will not only catch consumers' eyes, but also engage
them and drive sales. All of our Internet media services, from rich media
buying to campaign analysis and reporting, combine cutting-edge technology
with practical, results-oriented execution.
Following is a summary of the services we provide:
- Market research (target segments, audience
behavior)
- Search engine keyword analysis
- Direct response testing
- Online media planning
- Media buying (rich media, PPC)
- Ad trafficking and campaign stewardship
- Search engine listing and bid management
- ROI analysis and reporting
Koeppel Interactive works with the major search engines and
Web publishers representing over 95% of all Internet traffic. Campaigns
are negotiated directly with the publishers and buys are executed via
online tools or insertion orders. Depending on the media mix or available
ad inventory, different pricing models/performance measurements may be
used to get the most out of every media dollar spent, including:
- Cost per 1,000 impressions (CPM)
- Cost per lead (CPL)
- Cost per click (CPC)
- Cost per action (CPA)
CPA is a pay-for-performance model similar to per inquiry
(PI) advertising on television and radio in that you only pay when a sale
or other action is completed. Koeppel Interactive uses run-of-network,
run-of-site, run of category and daypart-specific tests to negotiate
CPA and CPC deals on the Web's most trafficked properties. Some publishers
offer special direct response test programs based on discounted remnant
inventory. Koeppel Interactive knows how to get the most from these kinds of
bidded programs, allocating the right amount of spend to ensure optimal
rotation and impressions.
From broad reach to highly targeted media plans, our goal is to always
get the best response rate at the most favorable terms. To calculate CPA
properly, we use fully loaded costs, including all expenses (video production,
streaming, incremental creative, and related technology and support costs).
Once we understand your CPA, we are better able to negotiate favorable
CPM rates, especially for strategic buys where CPM guarantees placement
and inventory.
Online
Media Planning All of our engagements start
with rigorous research, analysis and planning. We help you exploit the full
potential of the Internet through media plans that combine the right publishers,
high-performance ad inventory and creative assets to reach your target audience.
Online Media Planning
is the process of developing Internet advertising plans using site demographics,
behavioral analysis and other inputs. An online media plan may contain
one or several sub campaigns, depending on whether it is broad reach or
targeted in scope. A plan should include the networks/sites being advertised
on, placements, ad units (sizes), ad copy/creative versions, demographic
targets (if applicable), flight start and end dates, number of impressions,
% rotation, and any third-party tracking required. Media plans may change
during the course of an online campaign and are subject to inventory availability,
rates and other factors.
Once a campaign is up-and-running, Koeppel Interactive employs state-of-the-art
analytics tools to track, measure and optimize each investment. From search
engine listings and bids to rich media ad placements, Koeppel Interactive rigorously
fine-tunes all elements of a campaign for maximum impact. Our methodology
stresses in-flight testing, retesting and constant tweaking
to ensure that online campaigns achieve optimal media efficiency, cost per
order and profitability. We pay special attention to ad copy and creative,
testing different calls to action, images, colors and other factors to identify
the strongest ad content with the highest click through and conversion rates.
Throughout the campaign, we provide you with regular and detailed reports.
You will always have clear, quantifiable results for your Internet advertising
investments.
Contact us for a free assessment of your product
and online media buying needs.
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