Consider these approaches to supplement pricey premium ad buys.
When developing an online media plan, don't overlook value-added ad placements, such as text-based newsletter ads and advertorials. These placements aren't always popular ideas, but they represent an opportunity to add performance octane to a proposal full of expensive premium ad placements.
For example, I have run campaigns that included the purchase of a large amount of premium placements with high CPMs (define). If we used average click and conversion rates in the mathematical models, many of the sites wouldn't have been included in the media plan or would have been canceled after the first optimization round. However, when the average CPC (define) and CPA (define) from the huge amount of value-added text links, buttons, and run-of-site (ROS) impressions were factored into the results of the overall buy, those sites came into line with the campaign's optimization requirements.
In this case, value-added placements saved the day for the agency, publisher, and client. The agency fulfilled its mission to drive a certain level of performance. The publisher sold its pricey CPM inventory and avoided losing the advertiser by tapping unsold remnant inventory. And the client got the brand impact and visibility of the premium placements with the ROI (define) performance of low-cost placements.
So when negotiating a media buy, check out these seven value-added placements I always advocate:
When a property underperforms, you should also push for value-added placements. Many properties would rather salvage the buy than lose the contract altogether.
Certainly just about anything could be offered as a value-added placement. However, these examples are a few that I find are easy to get approved by the media property and actually boosted campaign performance.
How do high-performance brands achieve branding goals while increasing ROI? Join us on Wednesday, October 7, 2009, at 1 p.m., for a free Webinar to learn how you can add transparent CPL advertising to complement your existing banner and search campaigns, and round out your media plan.
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
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