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Online Media Planning

Online display advertising decreased 6.4% last year according to Nielsen, but a comeback is very likely. The Online Publishers Association’s (OPA) new formats like the fixed panel, the XXL Box, and the Pushdown and Google’s interest-based advertising (it’s version of behavioral targeting) are creating room for innovation. For you this means improved average revenue earned for each impression served.

Display advertising is a different beast than other online tactics like search. It requires different expectations and a unique set of leading and lagging indicators. For example, click-through-rate is typically not a success metric. A better indicator would be a positive increase in brand related searches, which banner advertising has proven to increase. The last click is always given the credit for the conversion and marketers usually undervalue media buys’ role in persuading the consumer along the conversion path.

Typically found in branding campaigns, Media Buys deserve the attention of both sides of the house as targeting and creative options improve.

The eBoost Way

Research

eBoost Consulting’s approach to online media planning starts with the consumer. We begin by developing customer persona's to help us better understand who we’re targeting and why. We dive deeper than simple demographics, researching psychographics and topology to better understand each persona’s plausible user case scenario and how each researches information online.

Objectives

eBoost Consulting’s media plans are based on communication objectives as opposed to just marketing objectives. Marketing objectives are generally statements of what is to be accomplished within a given time period, whereas communication objectives are focused on moving consumers along the decision hierarchy (i.e. Attention, Interest, Desire, and Action).

Examples of communication objectives look like this:

Objective 1: Create awareness among 90 percent of the target audience within six months.
Objective 2: Create interest in the brand among 70 percent of the target audience.
Objective 3: Create desire and positive feelings about the brand among 40 percent of the target audience.
Objective 4: Obtain trial among 15% of the target audience.

Most managers prefer using sales goals, but at some point each sales objective has to be translated into a communication objective.

Media Selection

eBoost Consulting does not rely solely on ad networks for media placement. Instead resources are spent using media planning tools to choose specific publishers that are most appropriate. Each selection is accompanied by creative recommendations.

Delivering the Plan

Each plan considers and details the following: