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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
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.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT