Media Buying & Planning
DigiMorph offers a competitive intelligence service for online media buying. It allows you to look up what advertisers are doing online, where they are running ads, from who they are buying inventory, and what exact ads they are using. DigiMorph's media buying research allows you to see what is happening on any website: who is advertising there, who is selling the inventory for them, and what ads they are running. With data from multiple countries and actionable insights from the data, DigiMorph quickly allows anyone to dissect advertising campaigns, resulting in reduced risk and a higher ROI for online advertising campaigns.
We perform demographic research for free using many websites found around the web. The information on these may not be 100% accurate, but will give a pretty good picture about what’s happening around the web. The free sites we’re going to dig into are alexa.com, quantcast.com and Google Ad Planner (google.com/adplanner).
Alexa.com: Alexa is continually crawling all publicly aavailable websites to create a series of snapshots of the web. Alexa employs web usage information, which tells us what's being seen on the web by real people. By doing a search for a domain, demographic information becomes available for free.
Quantcast.com: Quantcast provides worldwide audience and demographic data. Quantcast couples machine learning with massive quantities of directly measured data to deliver detailed audience data in real-time. We search any website within Quantcast to get measured demographics and volume results.
Google Ad Planner: Google Ad Planner takes demographic information as collected by Google and allows you to search for websites demographics to better plan media buying campaigns.
The other way to do demographic analysis is by evaluating competitor’s campaigns, not their site. Who are they specifically targeting? By doing this research we find websites that has an audience that matches our client's demographic needs to buy media from, or present these metrics to ad networks to better target media buy.
Using competitive intelligence platforms will save you a lot of time and provide a much more detailed understanding of what is working in competitors ads and media buy campaigns. This information is valuable because by using the information on what is actually working for them, you can find what they’ve spent money and time testing and what to not waste money using. WhatRunsWhere.com is a competitive intelligence platform for media buying that is a must have for any media buyer, brand new or an old veteran.
Once logged in, you can search by advertiser, website or ad network to find out what is performing best for any of the three search options. This allows you to quickly see top ads, placements and trends. By taking what a competitor has already spent money testing and perfected and improving on it, you’re able to save a lot of time and money once you launch your media buy.
When using the tool you want to try to get Key Performance Indicators (KPI). These include, target demographics (of the places they’re advertising on and who’s coming to their website) and ad copy. By spotting recurring trends and themes in this information you can turbo charge your media buy and get a huge leg up from the get go (or use it to bring an existing campaign to a whole new level of profitability and scale).
Negotiating the Media Buy
We negotiate either with the Publishers or Ad networks what you’re going to pay for placing your advertisements on various online inventories.
Cost per Thousand Impressions (CPM): A CPM is how much you will pay per thousand impressions of your ad during your buy. For example if you have a $1 CPM, you will pay $1 every time your ad is shown 1000 times.
Cost Per Click (CPC): A CPC is how much you will pay ever time your ad is clicked. For example, if you have a $0.50 CPC, you will pay 50 cents each time that someone clicks your ad.
Cost per Action (CPA): A CPA is how much you will pay when a designated action is performed. For example, if you negotiate that a signup is worth $5, then whenever someone completes that action (sign up), you will pay $5.
There are generally two types of inventory available on media buys, premium and remnant inventory. Premium inventory is normal high quality inventory. Remnant inventory is unsold or lower quality inventory. As you can imagine premium inventory is usually more expensive on a site by site basis while remnant inventory is cheaper. The type of inventory you want to buy depends on your goals and budget for the campaign.