High Visibility Placements are Popular for 2012 Media Planning
We’re only a few months into 2011 and there is already a lot of media planning and buying for advertising campaigns in 2012. Just like last year, the RFPs we’re seeing now from digital advertising agencies are mostly for companies planning media from July 2011 through to June 2012 activity. Also like last year, the budgets of RFPs continue to increase, suggesting that advertising budgets are moving away are traditional advertising areas like print and television.
The current trend on most of the 2012 Media Planning RFPs is around high visibility placements. Sure regular display ad units (728×90, 300×250 and 160×600) continue to be the most requested by advertisers, however many advertising agencies are now requesting high visibility units for maximum impact. This includes the 300×600 ad unit as well as Video Advertising, Background Skins, Intersitials and Over the Page, We believe this trend will continue right into 2012 and beyond.
2012 Media Planning that we’re undertaking for advertisers, starts with display ad units for maximum reach across the duration of the plan. Depending on the client and their own goals, we’ll create peak activity around key periods in their year. Some advertisers will want their peak activity around holidays, others will prefer it to be on a weekly basis concentrating on one or two days of the week. Whatever your goals, we’ll develop a media plan that exceeds your goals.
Brands are already undertaking 2012 Media Planning
Interestingly the majority of 2012 Media Planning we’ve seen so far has been for non-endemic advertisers, ie non food and wine companies. Advertising agencies have recognized the value of our female grocery buying audience which has seen RFPs from companies in tourism, financial, automotive and retail spaces indicating that many brand advertisers are seeking quality inventory out of their “safe” and endemic advertising locations.
Gourmet Ads can help you or your advertising agency develop your 12 month plan to target your audience online throughout the year. By booking media in advance (either 6 month or 12 months) allows us to offer significant discounts on CPM rates and bonus impressions increasing your return on investment. Contact Us now if you’re undertaking 2012 Media Planning.