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Posts tagged Media Buying

26
Apr
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A study by ComScore recently revealed that nearly half of all online display ads are never being seen.  A separate study by Google and DoubleClick found figures closer to 60% of display ads.  When you combine this data with click-through rates for banner ads which appear to be less and less substantial, marketers might be wondering if investing in online ads is actually offering value. To fully maximize the value of their online ad buys, marketers should consider the following when developing your media strategy and planning your digital media buy: Emerging display ad formats Opportunities for display ad growth Ad …

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14
Sep
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Outdoor Advertising and Social Media, the two seem an unlikely pair; but together they can make for a powerful advertising force.  A study by CBS Outdoor International of six European countries found consumers are more likely to buy something online, “Like” a brand on Facebook or download an app after seeing an outdoor ad vs. TV, radio, or print.  This is certainly a result of mobile device penetration and popularity.  Outdoor has always been the medium to catch people on the go, and now so is mobile.  Social media use primarily occurs on mobile devices so campaigns that can integrate …

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31
Aug
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Media Barter: Media Buying Without Money

posted on August 31, 2016 / IN Uncategorized / 0 Comments

As keepers of the marketing budget, it pays to consider creative, out-of-the-box strategies to stretch your ad dollars. Media barter is a solution media buyers and planners leverage to help brands and agencies maximize their media buys. What Is Barter? The barter system, exchanging goods and services instead of money, has been a way of doing business since ancient times and is still commonly practiced today.  Many of the top global businesses in the world utilize bartering in their business dealings.  In fact, 65% of corporations listed on the New York Stock Exchange and nearly one-third of small businesses use bartering. In today’s …

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20
Jul
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We’ve finally reached the end of the campaign.  The rates have been negotiated with stations and sales reps.  Ad inventory has been purchased.  The spots have aired or been published.  It seems like the end, but your media buyer has one last very important task to complete before closing out this campaign: the post-buy analysis. At the end of the campaign it is the job of your media buyer to ensure that not only all of your advertising ran as requested, but to ensure that you got the coverage that you paid for.  We do this in the post-buy analysis report. …

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06
Jul
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Check out our three tips for shopping the scatter advertising market to reach your marketing goals without breaking your advertising budget. With cable and TV upfronts wrapping up, marketers are entering into the scatter advertising season. Networks usually hold back 15-35% of their ad inventory for the year to sell outside of the upfronts, usually for a markup. This is called the scatter market.  Scatter advertising is sold before or after an upfront period (which is typically second quarter, early spring to early summer). Scatter advertising has come to be synonymous with high-priced, less desirable advertising left over from the upfront.  While …

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29
Jun
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When law enforcement officials need to alert the community of a child abduction quickly, they rely on digital billboards among their delivery methods.   In sensitive situations like these, the most current information must be relayed to as many people as possible, as soon as possible. Urgent awareness and quick response can quite literally mean the difference between life and death. Officials found digital billboards to be optimal in these instances, because they can be update frequently, remotely and within minutes of receiving the initial notification and have a considerable reach. It’s also extremely effective. The Amber Alert system boasts a …

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22
Jun
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Either you love them or you hate them, but one thing that can’t be denied is that consumers definitely remember movie ads. A recent scientific study indicated that consuming concession snacks decreased the effectiveness of advertising. According to the Cologne University study, chewing causes your brain to focus less on what is on the screen. Perhaps this is true, but on-screen recall rates of movie theatre advertising among consumers is still quite impressive. Nielsen compared the recall rate of TV advertising with that of cinema advertising and found that the brand recall, message recall, and likeability of an ad were …

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15
Jun
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Google Analytics Alternatives for SEO

posted on June 15, 2016 / IN Media Buying / Media Strategy / What's New / 0 Comments

Why Google, why? With the release of their Hummingbird SEO update, Google eliminated access to some of its media planning keyword data within its Google Analytics dashboard. It has instead replaced it with the not-so-helpful “not provided” designation. In case you are unfamiliar, in the past marketers and other SEO analysts could visit the Google Analytics dashboard and find which specific terms visitors searched on to reach the site.  Additionally, marketers could find how many users came in on those terms, how long they stayed, and even track the terms to conversions. Naturally, this information was useful for effective digital …

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01
Jun
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A recent stat says 87% of Millennials say their smartphones never leaves their side. (Who knows you might be reading this email while in line for the new iPhone 6s) As a result the mobile applications will be a $77 billion industry by 2017. Companies can opt to advertise within mobile apps or utilize the mobile app itself as the advertising. Mobile apps offer an interactive, marketing experience that immerses consumers into your brand. They are inexpensive to create with free  and low-cost options available.  Custom options can even be created online at sites like Widgetbox and iBuildApp with little to no …

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16
Mar
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Who says you can’t buy time? We media buyers certainly don’t. Buying time is a big component of our business. In media buying it’s known as dayparting. Dayparts are one way to buy radio and TV advertising and its rates are largely determined by who is tuning in and at what times in the day.  In radio, mornings have the largest audience. On television, it's evenings. So naturally, you’ll pay more to advertise during those periods in the day but you’ll reach a larger, broader audience. However, consider the type of product you are promoting when making your buy, other dayparts …

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