As the way we consume media continues to evolve, so does the way we buy and place media. The task can seem a bit overwhelming as gone are the days of placements being limited to roadside billboards, local TV, and radio broadcast. Now you have CTV, OTT, DIDLB, CPM, podcasts, digital banners, and the list goes on and on. How do you know where to place your ad? How do you know how many impressions to buy? What is considered an impression?
Step #1: Define your Target
Whether you are placing a traditional media buy or stepping out into the world of digital advertising, this should ALWAYS be first. Who is your target and what is the result you are striving for? Digital advertising offers features such as targeting based on audience geographic location, likes, dislikes, and buying behaviors. Ads can be strategically placed where they have the highest potential to be viewed by a target customer.
Step #2: Define your Budget
Establishing a budget is critical when building your advertising plan. The budget will provide the framework for the length of time you will be able to run your advertising, what platforms to run on, and the frequency of the messaging. When purchasing digital media most placements are sold based on how many impressions your ad is guaranteed to receive.
Step #3: Define your Messaging
Consumers see millions of advertisements in their daily routines. To break through the noise, your messaging must be memorable or answer a need your customer has. Make sure to include a specific call to action when developing ads.
Step #4: Reporting
Finally, evaluate your performance. This step is just a critical as the others yet can be forgotten. The benefit of digital advertising is being able to see in real time the success of your ad. Who is engaging, did you receive the desired results? Evaluating the performance during your ad runs allows for adjustments to creative and placement if the ad is not performing as expected. While evaluating the full campaign performance at completion allows for a full evaluation of ROI.
Marketing Plus has years of experience successfully executing digital campaigns throughout trade and consumer platforms. If you need assistance building a digital campaign, give us a call, we are a one-stop-shop for digital media buying and building the eye-catching creative.
