Media buying is the process of developing a comprehensive advertising campaign across numerous online avenues to create a universal marketing message. Extensive research and planning is required for a successful media buying campaign.

Our media buying process includes:

1. Analysis of Target Demographic
2. Research & Competitive Analysis
3. Development of Marketing Focus/Theme
4. Creation of Media Plan
5. Implementation of Campaign
6. Optimization & Refinement

Analysis of Target Demographic

The primary focus of any media campaign is the specific audience that will benefit from the offering. The online media landscape is wildly fragmented and constantly changing. We take into account the geography, age, gender and personal traits of your prospective customers via proprietary techniques, providing the most specific demographic targeting available.

Research and Competitive Analysis

Extensive experience with media buying has provided us with a thorough understanding of the industry landscape. We scour each potential channel to locate the most relevant and advantageous outlets for your campaign. Additionally, we consider your competitors’ media buying campaigns; evaluating their efforts then developing your campaign to outdo their strengths and avoid their weaknesses.

Development of Marketing Theme

Our dedicated account managers work closely with you to create the ideal theme for your media buying campaign. We glean relevant messages from your website and take into consideration current marketing efforts—new products, promotions, seasonal offerings, re-branding initiatives, connections to timely headlines or any other detail you want to relay. The chosen marketing theme is used throughout each ad to ensure a comprehensive and lasting message.

Creation of Media Buying Campaign

Next, we develop an extensive media buying campaign utilizing your specific theme. Many media buying methods are available; each campaign requires different methods and many employ several simultaneously. We determine the methods that are most appropriate for your marketing message and campaign goals.

Media buying methods:

Our in-house creative design team—graphic designer, copywriter and web designer—construct attractive, effective and functional ads replete with captivating images, compelling copy and clear paths to conversion.

Implementation of Campaign

Confident in each element of your media buying campaign—appropriate marketing theme, competitive advantage, well-thought-out plan of action and enticing ads—we implement your campaign across numerous online channels.

Behavioral Targeting

Behavioral targeting is an innovative method that draws on a user’s past surfing behavior. The advantage of behavioral targeting is that ads are delivered to users based on their interests—an individual that often reads the sports section of an online newspaper will be shown ads for sporting goods. The product or offering is entirely independent of the website that user is currently visiting. Behavioral targeted ads have a 108% higher click through rate and a 19% higher conversion rate because the audience is extremely qualified.*

The first step in your behaviorally-targeted media buying campaign is to drop a unique cookie ID, revealing which websites each user visits. Next, we analyze this information to detect patterns and surmise the user’s search habits. Drawing on an understanding of human psychology and knowledge of typical search conduct, we develop a media buying campaign that displays your ads to only the most qualified users.

Retargeting

Retargeting provides a second chance at reaching the on average 98% of visitors† that exit your website without becoming customers. By placing a code on each page, we are able to identify visitors and note their navigation through your site. If they leave without completing a desired action, we deliver your ads on subsequent sites that they visit. These users are more receptive to your ads because they have already been to your site and have shown an interest in your product or service offering. Like a friend that is always there when needed, you become a loyal presence during the user’s online experience—your ads embrace the user, thereby increasing likelihood that the user will embrace your offering.

Contextual Marketing

Contextual advertising allows you to place ads on other websites within an affiliated network—websites that are relevant to your product or service offering. We develop comprehensive contextual marketing campaigns involving themed keywords, ad copy and marketing messages specific to your business. Next, we leverage our long-standing relationships with numerous ad networks, delivering your ads to only the most qualified searchers.

Regional Targeting

Utilizing our advanced technology system, we conduct regional targeting in two ways: only displaying your ads on websites with a regional focus or only displaying ads to searchers located within a desired area based on their IP address. Whether you do business in a specific region or would simply like to tailor marketing message for particular areas, regional targeting is an ideal solution for reaching opportune searchers and increasing conversion rates.

Media buying campaigns come in many forms—we develop the most sensible and effective media buying campaign for you. Through the combined efforts of our account management, advanced technology and creative design teams, we oversee every stage of your campaign from initial planning all the way through to results-driven optimization. Our media buying campaigns are developed with your goals in mind and are sure to maximize your return on investment.

* Source: October 2006 BlueLithium Labs Study
† Source: Internal data revealed by Media Agent, proprietary tracking and reporting technology