ONLINE MEDIA BUYING: Targeting The Right Crowd

2007-03-28 16:27:23

( Business )



The history of online media buying began in the early 1990s where text-based websites sold product information alone. Through the years, UK media buying evolved into one of the most powerful and aggressive marketing and advertising campaign tools in the business world.

Today, numerous media buyers can readily provide you with online media buying services. Media buyers are responsible for finding advertising space in the internet which is most suitable for your campaign or advertising goals. It is thus important for your media buyer to have the negotiating and financial management skills in order to buy you the most cost-efficient media space.

Media buyers should also enable the marketer or advertiser to target the right audience effectively at the minimum cost by developing and researching the most effective campaign. Online media buying does not end in simply placing the ads online and waiting for results. A media buyer should be able to track all aspects of the campaign.

Online media buying involves proper strategic planning, profound knowledge of the internet and search engine marketing, as well as having enough resources. The elements of successful and efficient online media buying include pay per click advertising, strategic placement of your ads, and paid inclusions in your package.

Creative advertisements that use catchy lines, layout, and/or design are also crucial in marketing success and can directly affect the response rate to your ad by your audience.

It is a known fact that two-thirds of internet users shop online. Online purchases can be in the form of business-to-business, business-to consumer, or peer-to-peer. There are several formats of buying products online. Some let you name your price and provide you with a selection of items within the price range, while others let you input your desired product and find the lowest price on the net for you. Another online buying media format is auction, where buyers get to bid on listed items in the website.

When venturing to online media buying for the first time, it is advisable for you to test different networks, keywords, static media, keywords, and lists to know the options available to you before making your investment. After all, marketing and advertising can be a significant financial investment for some businesses.


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