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Posts tagged media strategy

17
Aug
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Mall Advertising: Buy Early and Secure your Spot

posted on August 17, 2016 / IN Uncategorized / 0 Comments

Your local mall is a one-stop shopping, dining and hot pretzel extravaganza.  It is also a fantastic opportunity for lots of affordable, effective advertising opportunities in a place where consumers are already looking to buy.  Out-of-home is traditionally the least expensive traditional media option and offers the benefit of uninterrupted advertising.  Malls of every size exist in most markets, more than 49,000 across the US.  If you are considering mall advertising during the holidays, buy early because they tend to sell out due to high demand.  Here are some mall advertising options to consider: Food Court: Tabletops are more than …

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10
Aug
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Is This Your Brand’s Season?

posted on August 10, 2016 / IN Media Buying / Media Planning / 0 Comments

You don’t have to be Don Draper to realize that timing is everything in advertising.  For most products there is a season, a time of year when they are in highest demand.  Snow blowers and shovels don’t sell as well in summer months.  Gym memberships spike in January.  To successfully plan media, understanding demand fluctuations in your business and industry is vital.  If you are working with a limited ad budget, and most of us are, knowing when to buy can also save you from wasting lots of money.  Find the scheduling alternative that works when your product is in …

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03
Aug
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Instagram and Pinterest: Useful Advertising Mediums

posted on August 3, 2016 / IN Uncategorized / 0 Comments

Advertising on Pinterest and Instagram are now officially a reality.  Gone are the days of ad-free pinning and scrolling through photo streams.  Sure marketing has always existed on both of these sites.  If you follow a brand on Instagram you have opted-in to subtle advertising by that brand.  The sites will not change aesthetically.  The only thing is now marketers are going to have to pay for it.  The decision to make these popular social media products an advertising vehicle was inevitable and hardly a surprise to anyone.  The more interesting aspect, however, is the way both approached their advertising …

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27
Jul
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Good News about Bad Ad Placements

posted on July 27, 2016 / IN Media Buying / Media Planning / Media Strategy / 0 Comments

The unthinkable has happened.  Your ad for a children’s toy somehow ended up on an adult website.  Or they ran last year’s ad with the wrong dates and prices.  Maybe your print ad is pixilated so bad it’s barely readable.  Unfortunately, in the world of advertising, this happens occasionally. The good news is there is recourse.  Networks, publications, and websites rarely give advertisers refunds.  Instead they offer a make-good.  Make-goods are free adjustments or credits given for ad errors, ratings or impression shortfalls.  These replacements are at least equal to the original ad buy and usually issued by re-running the …

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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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13
Jul
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Are you marketing with little money?

posted on July 13, 2016 / IN Media Buying / Media Planning / 0 Comments

According to a recent survey by the Association of National Advertisers, two-thirds of the marketers have seen their marketing budget cut by up to 10%. In fact, pretty much the only companies that are increasing their marketing budgets across the board are technology companies. The pressure is on to do more with a lot less resources: provide more eyeballs, clicks, conversions, sales, etc.  When aligning ad dollars, these small steps help you stay on budget in rough advertising climate. First, stay focused and targeted on your demographic. Buy media that can deliver directly to your consumer base without the extra …

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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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