Online Media Buying


Media buying is taking a billboard , or newspaper advertisement , or other sales message and getting it viewed by the intended audience. A media buyer links the ad to the intended audience so as to form the ad effective. These ads are intended to sell a product and should be published on TV, online, newspapers or magazines. The media buyer negotiates the price and placement of the ad on behalf of the advertiser.

In other words, when we purchase an area on a website to advertise our product or service is known as online media buying.

Individuals involved

Advertiser: An advertiser is a person or company that pays for a product, event, or job to be advertised in a newspaper, or television, or on a poster.
Publisher: The publisher is the one who usually controls marketing tasks such as advertising.
Agency: An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients.

Types of ads

Text ad: A text ad is a form of marketing communication that advertisers use to promote their product or service on google network.
i. Search text ad: Refer to as an ad which comes on normal google search. No need for online media buying.
ii. Keyword text ad: Refer to as an ad which comes on searching a specific keyword. Online media buying is necessary.
Banner ad: Banner ads refers to the use of graphic display that expand across the top, bottom, or sides of a website. Banner ads are image based and are a popular form of online advertising.
Rich media ad: Rich media is a digital advertising term for an ad which includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content. While text ads sell with words, and display or banner ads sell with pictures, rich media ads offer more ways to attract an audience with an ad.
Pop-up ad: A pop-up is a graphical user interface (GUI) display area, usually a small window, that suddenly appears (“pops-up”) in the foreground of the visual interface.
Page takeover ad: Page takeover ads temporarily alter the appearance of a website’s most highly visited pages. They are usually rich media ads, with combinations of animation, special effects, and features that expand out of a site banner with detailed user tracking tools embedded.
Video ad: Video ads encompasses online display ads that have video within them.

Models of online media buying

Cost per impression (CPI) / Cost per mile (CPM): Cost per impression is the measured of cost that one will pay when their ad is shown per one thousand impressios.
Cost per click (CPC): Cost per click is a paid advertising term where an advertiser pays a cost to a publisher for every click on an ad.
Cost per lead (CPL): Cost per lead is an online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer.
Cost per acquisition (CPA): Cost per acquisition is a marketing metric that measures the aggregate cost to acquire one paying customer on a campaign or channel level.

Targeting options

Contextual: Based on content.
Device: Based on user’s device.
Geo: Based on user’s location.
Interest: Based on browser cookies.
Run of network: Refers to running ads on a particular targeting network with an option to exclude the negative sites. It is useful for high budget product launch campaigns.
Run of site: Refers to running your ads across one website on any page and placement. It is based on cost per click (CPC) model.

Targeting types

Branding / Visibility solutions
i. In footer
ii. In page
iii. In margin

Performance solutions
i. In search
ii. Domain parking ads
iii. Direct navigation
iv. Newsletter
v. In image
vi. In text
vii. Content discovery

Managing ad buying campaign

Getting traffic to a page / website.
Creating awareness for a new or existing product or service.
Generating more sales.
Generate more leads for your sales team etc.

Next step is to provide the desired offerings and to decide on agency vs direct buying.

Vendor negotiation

Bill value
Billing terms
Quality of ad placements
Support levels etc.

Once the vendor negotiation is complete you will then need to generate artwork of varying sizes and formats. Set time-line for delivery of artwork. Work with creative team to ensure production on time.

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