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.
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.
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. Both consumers and publishers get benefit from contextual advertising. Consumers are more likely to respond positively to advertisements that are directly related to the content they are currently reading about, and publishers can earn more revenue from their websites.
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.