Online Media Planning & Buying

Internet advertising literally changes on a daily basis.  The creative options change.  Demographic targeting options change.  Behavioral targeting options change.  Reporting and analysis options change.

Online media planning and buying is no longer about finding a site that seems to attract an audience similar to the one you’re targeting, and securing the lowest possible CPM for the highest possible exposure.  It’s about following a systematic process to identify the goals of your internet marketing plan, finding the most appropriate sites to advertise on, negotiating media placement and pricing, designing creative that will work within specific parameters, and building a reporting system that will allow you to track the ROI on your marketing dollars.

For clients interested in establishing an online media plan, Right Source Marketing will take you through the following phases:

• Discovery – Discuss and identify client campaign objectives
• Strategy – Based on Discovery Phase, build a high-level strategy for achieving campaign objectives
• Media Research – Identify and begin discussions with the most appropriate web properties
• Media Negotiation – Negotiate media placements and pricing
• Creative Development – Build appropriate creative for each buy
• Reporting & Analysis – Perhaps the most critical step.  Create the reporting system and timing of reports
• Campaign Optimization – Not every media plan works perfectly.  This is the critical step of analyzing results and altering the campaign placements and creative to generate maximum results.