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"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
| - R. Gregg Marketer of Senior Products |
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MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
Expand Your Online Advertising Horizons
By: Peter Koeppel
Published: Broker Agent News |
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Many of today's savviest advertisers are now allocating more and more of their
advertising budgets towards the Internet. Companies like Ford and Samsung are leading the way. In
fact, online advertising will reach about nine billion dollars this year. And the online advertising
market is growing at a rate of twenty-nine percent, which is far outpacing the growth of other
advertising forms.
One factor contributing to this growth is the rising popularity and accessibility of high-speed
Internet. Making the Internet more convenient to use, these faster connections used to be available
only in limited areas of the country. Now half of American households have broadband Internet
connections, and they spend approximately fourteen percent of their media time online.
The Internet offers advertisers many unique opportunities to target users. Advertisers can target
their messages more effectively, communicate on a more personal level, and measure responses with
great accuracy. But as with any type of advertising, you must purchase and place Internet
advertising effectively.
If you want to shift your advertising efforts to include online media, use the following tips to plan
an effective strategy.
Know Your Target
The first step for any advertising plan is identifying your target audience. Then you develop a campaign
strategy that will efficiently reach your target and attain an acceptable return on investment. But
when dealing with Internet advertising, this may be more difficult than it seems.
The nature of the online medium fosters a convergence with other mediums. Over half the people online
are also watching television simultaneously. And fifteen to sixty percent of people who purchase a
product from a direct response television commercial or infomercial are making the purchase online
rather than calling a toll-free number. So television and Internet are converging in a number of
ways. Broadband connections even allow advertisers to deliver television commercials to consumers
online.
People tend to go back and forth between the two mediums, which expands your advertising horizons.
Therefore, advertisers should develop strategies to integrate television advertising with
Internet advertising to maximize their response and results. But this requires insight into your
target audience's online habits.
Some of the more sophisticated advertisers who make media buys on the Internet use a technology called
behavior targeting, which allows them to see which sites someone came from and which ads they clicked
on. This anonymous information allows advertisers to customize their message to various site
visitors, depending on what types of ads they click on. An experienced online media buyer can
help you incorporate behavorial targeting into your media mix.
Consider Your Options
Many types of online advertising and marketing services exist, such as pop-up or pop-under ads;
banner ads; rich media ads, which include flash ads, interstitials (a page inserted in the normal
flow of content between a user and the site), and superstitials (a page that loads behind an active
web site, meaning the user doesn't see the ad until it's totally downloaded and ready to run);
streaming audio video; skyscraper ads; rollover ads that expand as your mouse runs across them;
e-mail sponsorship ads; newsletter and e-zine ad sponsorships; advertorial placements; search engine
optimization; and affiliate programs where one web site promotes another web site's products in
exchange for a commission and transactions are tracked through unique codes. Each of these options
offers advertisers unique advantages for reaching their target audience.
A huge demand for Internet advertising on the major net portals, such as CNN, Yahoo, MSN, etc.,
exists. This demand has actually caused a shortage of time slots. As a result, companies who are
interested in running their ads or commercials online should consider doing so on their own web
sites. Recent technology enables anyone who comes to your site to view your commercial regardless
of what type of browser they have. So when a person goes to your site, the commercial automatically
starts playing.
The complexity of all these online advertising options requires that you work with an ad agency
that has a thorough knowledge of the medium. An experienced online mmedia buying agency can help
you decide what Internet options are most cost-effective and effective for your company.
Incorporate Online Advertising into Your Budget
Any company can advertise on the Internet; you can even sell business to business products and services
online. If you currently advertise in television, radio, or print and you'd like to move into the
Internet, try allocating five to twelve percent of your budget towards online advertising.
However, not all online advertising is inexpensive. Some big brand advertisers pay $300,000 to be on
popular web sites for a day, which is equivalent to what you would spend for a thirty second primetime
television spot on a major broadcast network. But Internet advertising, especially on the big sites,
is very valuable.
Some companies put all their advertising online because they find it most efficient for generating
leads or new business. But sometimes the quality of the online leads you're generating need to be
qualified, since the Internet attracts a wide range of prospects.
Online advertisers like the measurable results they get from the Internet. Results are typically
measured using some kind of tracking system. And typical means of measurement are cost per click,
cost per impression, cost per acquisition, or cost per sale. This information allows an advertiser
to see the effectiveness of their ads in more concrete terms than with television or print. A
seasoned online media buying agency can help you track various media metrics for your
company.
Taking Your Business Online
Many companies are interested in moving their advertising campaigns online because this medium is very
precise and the results are measurable. Plus, you can tell it works from the number of big brand
advertisers who have recently taken their campaigns on the net. But the online medium is also
very complicated. You have to understand your target audience's browsing habits so you can effectively
reach them. And to put together an effective Internet advertising campaign, you really have to
understand how to use the different options. A savvy media expert can help you navigate through your
world of online advertising possibilities.
When you use these tips to develop an Internet advertising strategy for your company, you can keep in
touch with the huge number of people who are spending more and more time online, and ensure you stay
ahead of your competition.
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