Media Planning

Gourmet Ads offers Media Planning which is part of our Programmatic Managed Service (sometimes referred to Direct IOs) for Brands and their Advertising Agencies running thousands of campaigns over this time.

Experience with Media Planning

Since 2008, we’ve offered Media Planning via our Managed Services (sometimes referred to Direct IOs or Insert Order Campaigns) for Brands and their Advertising Agencies running thousands of campaigns over this time. Not only does our team have both the Strategic and Tactical experience to ensure success, but we have global footprint of ad operations across 3 continents to ensure constant monitoring and optimizations of your campaign throughout the day and night.

Media Planning for Prospecting Campaigns

Many of our Media Planning campaigns are focused on Prospecting. That is, we are “Prospecting” for new customers or clients for your product or service. Think of it as advertising to the top of the funnel and as such we tend to use broad targeting options for maximum reach. So, it’s not uncommon for these campaigns to be based on some sort of whitelist of sites, category, contextual targeting options or First Party Data or Third-Party Data source such as demographic or shopping behavior. We’ll work with you to use the best in breed data source for your requirements.

Stages of Media Planning

Here are the key stages of Media Planning required for forming a plan:

  • Discovery – Understanding the brand’s objective and the target audience

  • Developing a strategy to reach the target audience

  • Developing the Media Plan

  • Executing the Media Plan (see Media Buying)

Understanding the brand’s objective involves knowing the product and who is likely to purchase it. This aids in selecting media outlets. After all, it does no good to advertise in a place that reaches people who are unlikely to buy from you.

When it comes to developing the strategy, you’ll need to ask yourself a couple of questions, including:

How many people are we trying to reach in a given month (or other time period)?

And how often would we like the ad to show up?

These factors will determine the efficiency of your advertising, and obviously they are partially dictated by the budget you set. The higher the budget you set for paid advertisements, the better results you’re likely to get.

In addition to knowing the budget, to develop a media plan, you’ll need campaign goals that help you set the timeline for the campaign and the media channels you’ll be utilizing.

Media Planning Models 

When it comes to Media Planning we offer a unique range of algorithmic based media buying models which we use from the start to ensure campaign success. Whilst all Media Planning campaigns are sold on a CPM basis, we currently can set optimizations such as;

  • CPA – Cost Per Acquisition

  • CPC – Cost Per Click

  • CTR – Click Through Rate

  • Viewability Rate

  • Video Completion Rate

Our Optimizations are conduction both in real-time using Machine Learning and Data Science to constantly adjust and re-evaluate the inventory and the performance every hour of the day. In addition, our Global Ad Operations team ( ie Real People !) are tasked with ensuring overall success for your Campaign what ever the KPIs are.

Optimizations of campaigns isn’t just about tweaking the CTR rate or Video Completion Rate of the campaign during the flight dates. We believe that taking a minimization of spend focus and pacing is just as important. We are firm advocates of Time and Day Parting to connect with your audience at key times not necessarily 24 hours a day. This simple tactic reduces wastage and is reflected in our Media Plans.

Media Buying Campaign Budgets & Pricing 

Our team works with budgets of all sizes, but generally speaking our Media Planning pricing starts at USD$10k per campaign and goes higher depending on the type of campaign, duration, targeting, etc.

All Media Planning campaigns are booked on a CPM basis.

Let’s Get Started ! 

Let the Gourmet Ads team walk you through all the options available to ensure that your Food, Supermarket, Beverage or Kitchen campaign has the best possible combination of Premium Guaranteed Inventory, First Party Data and Programmatic elements.

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