Internet advertising is constantly changing and shifting towards automation and a digital-centric focus for planning. This means that new and innovative online marketing and interactive advertising options like behaviorally and contextually targeted display advertising, video advertising, digital TV and radio advertising are being introduced at a rapid pace. To launch a successful traditional online display advertising campaign, media buyers and ad campaign strategists need extensive knowledge of online media buying and planning, including online media, ad placement, ad distribution platforms and campaign monitoring and analysis tools. In addition, it requires a constant awareness and intuitive understanding of target audiences. And, because of the continual complexities and ever-changing fragmentation of online media, managing a successful online display advertising campaign only grows more challenging over time.
Internet advertising is constantly changing and shifting towards automation and a digital-centric focus for planning. This means that new and innovative online marketing and interactive advertising options like behaviorally and contextually targeted display advertising, video advertising, digital TV and radio advertising are being introduced at a rapid pace. To launch a successful traditional online display advertising campaign, media buyers and ad campaign strategists need extensive knowledge of online media buying and planning, including online media, ad placement, ad distribution platforms and campaign monitoring and analysis tools. In addition, it requires a constant awareness and intuitive understanding of target audiences. And, because of the continual complexities and ever-changing fragmentation of online media, managing a successful online display advertising campaign only grows more challenging over time.
There are currently many inconsistencies in online advertising. There are also limited standards in this industry presently. Therefore, the first step in online media planning and buying must be the development of a comprehensive media plan that includes the clients' goals and objectives, campaign strategy, media research, implementation plan development and ROI projections. Our experienced media buying professionals work closely with the client to develop an online media strategy, conduct media research, determine the optimum media mix, placement method, targeting and ultimately the launch of the online advertising campaign. We use our expertise and our buying power to target the best placement outfits on the web for our clients' online media placements. The placement of online media can be executed via direct media buys or through online ad networks, ad exchange networks and demand-side networks (DSP).
At the start of the campaign planning process, we gather from the client the basic information that is vital to a successful advertising campaign. Key subjects that will be addressed are: campaign goals and objectives, market overview, target audience, ad creative, campaign integration, available budget and success metrics.
Based on the information we have gathered from the client, we will brainstorm to develop media buying concepts that will serve as a roadmap for our media research and media selection for the campaign. Once we have the clients' approval for our concepts and which media buys to pursue, we develop a strategy for how to conduct our online media research, planning and negotiations.