Why Online Media planning is Important?
Online Media Planning is the process of determining where,
when and how to advertise online, based on your target audience, objectives and
budget. The market for online media planning is relatively new, growing quickly
and changing rapidly.
Online Media Planning is the process of determining where,
when and how to advertise online, based on your target audience, objectives and
budget. The market for online media planning is relatively new, growing quickly
and changing rapidly.
Succeed in Online
Media with Overdrive:
Never before have people interacted so completely with a
form of media as they do with the Internet. Advertising through online media
allows marketers to access this dynamic relationship, targeting advertising,
messaging and offers with unprecedented accuracy and efficiency. Online
advertising puts products and services, as well as immediate contact and
conversion, just a click away from potential customers. Brands, offers and
products can all combine online in a highly focused moment when consumers are
devoting their undivided attention. The Internet is literally where targeting
and timing intersect.
Overdrive’s online media buying team develops online media
plans for clients that are driven by branding strategy, aligned with business
objectives and grounded in target audience behavior. We help clients initiate
contact with prospective customers in the online space during the most
opportune times of their personal and professional lives. Our online media
plans reach into life stages, buying and business cycles and behavioral moments
that provide immediate results, ROI and marketing intelligence.Overdrive’s
Planning Process
Planning process defines and groups our target audiences,
models their online behavior and identifies the full universe of online media
properties and placements that can reach them. Our online media strategists
then map the different audience traffic groups through conversion paths that
result in lead generation, meaningful brand interactions and sales. Once
launched, our online media programs are managed through a pro-active
optimization platform that is constantly raising the bar on what defines
success.
Branding, ecommerce,
Lead Generation, Channel Support:
Whether your goal is to establish a brand with CPM deals or
create direct lead generation and sales channels using pay-for-performance
contracts, our online team has the methodology to negotiate the most favorable
terms for your business in relation to costs, performance, placement and
cancellation.
Online and Offline
Media Convergence:
Now more then ever online media properties are combining
their products and offering more powerful multi-platform packages that create
increased branding power and buying efficiencies. Though our central focus is
with online media, our media buying team always remain on the lookout for
convergence possibilities and can take advantage of opportunities across a
media property’s entire spectrum of outreach vehicles including website placements,
email, direct mail, print, event sponsorships, broadcast and more. There are no
limits to what Overdrive can plan, buy and deploy.
Banner Ad Trafficking
and Serving
Managing the logistics of an online media campaign is
complex. There can be literally dozens of different units with several creative
versions and phases all going out to a variety of online properties. Tracking,
reporting and optimization are essential but add further complexity.
Overdrive’s online media team has the experience and banner serving technology
to deploy turnkey online media campaigns and to handle the daily tasks
associated with their operation and optimization, allowing clients to focus on
their own business.
Campaign Tracking,
Reporting and Optimizing:
Real-time tracking of click and conversion results from
email, paid search, and online media campaigns is essential to online success.
It can translate into tremendous savings by minimizing waste spent on
non-performing impressions and placements and boost ROI by focusing funds on
successful placements. Overdrive’s serving and tracking technology are the best
available and generate easy-to-read reports that can display short
, mid and
long-term campaign results with minimal set-up. Add this to our rapid
trafficking procedures and aggressive media cancellation clauses and our team
has the ability to help an organization discover viable online marketing
channels with a minimum amount of time and waste.
Post Online
Conversion Tracking – Linking Online Activity to Offline Revenue:
Overdrive’s proprietary and patent pending Lead Generation
Source Labeling technology allows our clients to track the post online
conversion activities of the leads and customers they acquire on their sites.
This allows offline customer activity and revenue to be forever sourced back to
the originating website or search engine they came from and traced down to the
banner or keyword level.
