Media Buying, a Necessity for Any Online Marketing Campaign

MEDIA BUYING, A NECESSITY FOR ANY ONLINE MARKETING CAMPAIGN

Online Media Buying has become a basic necessity for organizations, companies and institutions around the world, as the Internet gains new users every day. The worlds internet users see banner ads in their day to day browsing and use these means to inquire about the products and services they require as well as to acquire them.

Advantages of Online Media Buying

Some advantages of Buying Online vs. traditional advertising media is that online media buying is much cheaper, you can target your market better, and you can also be at the right place at the right time. The goal of any advertiser is to place the business in front of the eyes of potential customers, and having a banner ad conveniently placed on the same page that clients are searching for answers can be advantageous in many ways.  Media buying also helps user interaction, as everything is measured, and quantified to make you know the exact source of traffic, how long they were on the page, and what keywords they used to find you, etc.

An Important Element to add to Existing Campaigns

Online media buying can complement traditional media campaigns such as TV, Radio, leafleting, Point of Sale, Activations, Guerilla, etc. In fact every day the trends shift toward comprehensive campaigns in which an interaction takes place with the user in every media format whether online or offline.

Meanwhile, companies all over the world are spending a higher percentage of their budget purchasing Online Media. Currently e-commerce businesses face a big challenge in media buying. Business partners have the challenge of buying traffic that is targeted to their sites purpose; advertisers on the other hand have the challenge of finding the channels that will provide the best results for allocation of funds and this is not easy to accomplish, both tasks can be difficult.

The business owner will usually choose to purchase traffic on a large scale which is not necessarily qualified. Certainly, this scenario will provide a gain in page views and clicks. However, this does not refer to a delivery optimized with respect to cost benefit campaign. It can be tough to assess the pricing of sales traffic, and this is a problem business owners see often, which is why they should hire professionals to optimize and manage their PPC campaigns and media buying efforts.

The side of the advertisers account is more complex. When your e-commerce business grows large enough, you also hold a presence across the web, a presence you must solidify and grow. Your brand can become present in channels such as aggregation sites, portals, search engines, affiliates, among  many others.

What is the best course of action? 

Most people will opt for a direct investment for a specific frame of time, which can deliver good ROI, deliver leads or even attract new customers, however poor choices could undermine the medium-term strategies and existing gains. Stop investing in the same channel and start diversifying your strategies. A good online marketing campaign has organic rankings, PPC, Banner ads and Social Media in mind.

What  is the best channel to invest in without jeopardizing any gains in your current digital strategies? This varies according to niche, segment, competition and product portfolio.

In countries like the U.S. and UK, the percentage of media buying exceeds 17% of advertising investment, which indicates that the trend remains entirely favorable to the buying of online media. You being responsible for the advertising budget must consider these online actions. If you need a professional agency that has media buying experience, contact us.