Media Planning & Buying Opinions

Planning an Online Display Ad Campaign

Posted by Leslie Van Zee on November 1st, 2012 at 10:00 am

When large national brands and conglomerates contact companies that specialize in media placement and planning it becomes clear that this is big business. Media planning is no small affair, with many contracts requiring the planning firm to manage and oversee budgets worth millions of dollars. Keen eyes and a subtle touch are needed to ensure success for online display advertising. The ultimate goal in media planning is to effectively bring the brand name up and above the clutter and junk surrounding it.

With geo-targeting campaigns and new techniques to raise branding, the new media planning is something all can benefit from learning. Geo-targeting allows firms to use media campaigns to pinpoint clients and customers during their busy and travel-filled days. A successful media-planning firm knows how to place ads in the precise locations the chosen demographic is most likely to frequent. There is a chronology to the process that when done properly helps ensure a successful media campaign.

When a media-planning firm is hired by a local business there are several criteria it goes about researching and compiling. These include: geography (where is the most logical place for the ads), demographic numbers (size of demographic population within the targeted geographic zone), Internet presence (what the appropriate websites for advertising to the demographic are) and performance estimates for the ads - this includes "reach" and "frequency" estimates.

Once these criteria are thoroughly vetted and sussed out a strategic set of plans, blueprints if you will, are drawn up to begin the start of the media campaign. The entire process works using sets of demographic data as indicators of what is best for placement (examples include such things as eating preferences, reading choices, entertainment and work). By using this information of the demographic a picture begins to form of the effective areas for advertising. For example, a demographic that sees the members between 35 and 55, educated (post-secondary) and living a healthy lifestyle, the target ad areas may include organic food stores and websites, booksellers and local cafes.

Getting the right information is the start of any successful media planning strategy. The subtle aspect comes in after the information is gathered. Local knowledge, patterns of weather and even a little "hunch" play a role in the full professional media planning campaign.

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