Consumer Advertising
Our Online Media Planning & Buying Process
Planning:
- Discovery - our online media planning process begins with Discovery, whereby we secure our client’s campaign objectives, any metrics they’re trying to accomplish, any restrictions or targeting we should be imposing, any sample ad creative or landing pages, any Creative Brief or supporting files that can help us in our efforts. Often, we can conduct Discovery by teleconference.
- Strategy - based on our findings from Discovery, we will brainstorm to develop media buying concepts to guide our media research. Once we have client approval of our concepts and which ones to pursue, we develop a strategy for how to conduct our online media research and planning.
- Online Media Research - typically, Interactive Travel does not rely on simple ad network buys as a cornerstone of its online media plans. Instead, we try to balance a plan with buys that might combine ad networks, web portals, content sites and niche audience sites. In order to find the sites most appropriate for the client’s audience and objectives, we typically have to conduct media research for some portion of the plan. Even if we already have relationships with the site or networks we want to buy from, we still need to deliver our request for proposal to get their prices for each independent buy.
- Presenting the Online Media Plan - after negotiations, we formulate our Online Media Plan, which includes information about the site/network, its audience, any targeting imposed, placement sizes/ad opportunities, impressions purchased, and projected visitor counts.
Execution Phase
- Media Negotiations – once we have secured a site’s pricing and placement opportunities, we move into negotiation mode to ensure we’re getting the best placements and pricing for our clients. For our direct response advertising clients, we can use our proprietary ROI Calculator to help us determine what we can afford to pay for a site or particular placement based on factors other than just costs.
- Securing the Buy - once we have approval of our Online Media Plan, Interactive Travel secures the buy for the client with the network or site publisher.
- Delivering Ad Specifications – if the client or another of its agents is responsible for development of the ad creative, Interactive Travel will deliver an ad specifications spreadsheet so creative development can be finalized.
- Ad Trafficking & Tracking – when Interactive Travel receives the finalized ad creative, it establishes corresponding ad tracking URLs and trafficks both pieces over to the publisher and/or sets up the ad campaign in its own ad serving system for campaign tracking and optimization. We can also provide ad creative split testing.
- Campaign Optimization – Interactive Travel will manually review the ad campaign daily and apply any necessary optimization including shifting ad impressions, discontinuing placements or buys, and/or swapping out ad creative.
- Reporting & Analysis – in addition to providing online access to a reporting dashboard, Interactive Travel will provide a weekly campaign tracking spreadsheet analysis for review.
Interested in Discussing our Online Media Buying & Planning Services? Contact Interactive Travel today by completing our online Request for Proposal, or call us at 1-800-935-1488.
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