Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Wendy Montes de Oca

Muscle Marketing

By Wendy Montes de Oca

About Wendy

Often referred to as the "marketing maven" by industry peers, Wendy Montes de Oca, MBA has nearly 20 years of experience in marketing, media, and publishing with expertise in multichannel, direct response, and Web marketing. Wendy has generated more than $150 million in total revenues for Fortune 500 companies, top publishers, consulting clients, and her own firm, Precision Marketing and Media, LLC. She is the creator of the groundbreaking SONAR Content Distribution Model and author of the best-selling book Content Is Cash: Leveraging Great Content and the Web for Increased Traffic, Sales, Leads and Buzz [Que Publishing, Paperback].
 

Here's What Counts

Chuck McLeester
Mindset and Measurement
Jul 2, 2014

In her book, "Mindset: The New Psychology of Success," Stanford University Professor Carol Dweck purports that people possess one of...



Direct Mail for the Modern Marketer

Summer Gould
Is Every Door Direct Mail Right for You?
Jul 24, 2014

Every Door Direct Mail is a service designed by the USPS to help businesses reach every address in a neighborhood....



Brand Matters

Andrea Syverson
Linger Longer: A Branding Imperative
Jul 23, 2014

"Summer afternoon—summer afternoon; to me those have always been the two most beautiful words in the English language," wrote Henry...



Reinventing Direct

Gary Hennerberg
Stimulating Action With Color
Jul 22, 2014

There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



Marketing Sustainably

Chet Dalzell
The Mailboxes of My Memory
Jul 21, 2014

In my life, I've had a lot of mailboxes. My current box (New York, N.Y.) is part of an apartment...



The Power Punch

Carolyn Goodman
Trickery Is Not a Marketing Strategy
Jul 18, 2014

Despite what some people may think, I was not born yesterday. But lately I feel like I've been duped by...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Big Data Must Get Smaller
Jul 17, 2014

Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Marketing Nuggets

Michael Lowenstein
Avoiding the One-Night Stand
Jul 15, 2014

Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



The Integrated Email

Cyndie Shaffstall
Collaborating With Sales for Sales
Jul 14, 2014

I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been...



Making Social Sell

Jeff Molander
LinkedIn Prospecting: What Should You Post on LinkedIn and When?
Jul 11, 2014

What should you post on LinkedIn and when should you post it? These are common questions for B-to-B marketers and...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Are You Buying ‘Smart Media?’

 
Media buying, or online advertising, is more than just a Web strategy to help grow your business. It's both a science and an art. It involves a bit of finesse, competitive research, creativity and good negotiation skills.

Sadly, with most online advertising experiences, the lagging partner is typically the business owner by no real fault of his or her own … it's simply from sheer lack of industry knowledge and media savoir-faire.

I've been buying online ad space for more than a decade. Here are my personal powerful and money saving tips to buying smart media. These are "must ask" questions that will help you get the most bang for your buck:

1. Competitive analysis—Find out what the typical industry rate is for that particular ad spot and placement in your niche. For instance, if you're interested in running a 300x250 banner ad, do some research. Call some ad networks and find out what that ad unit costs on the home page and '"run of site" within your target niche. What ad units typically get the best clickthrough rates (also known as CTR)? Read some online e-zines or blogs and get an idea on average metrics so you have a benchmark to measure your campaign against.

2. Ad targeting—Find out if the publisher allows day parting (running ad during specific time periods). This can save you money on ad rates, especially using the CPM (cost per thousand) pricing model.

3. Dedicated email—Find out the size of the list you're thinking of renting, the frequency the list goes out, and the average unit sale (AUS) per subscriber. Ask the publisher who's mailing for you if there will there be a lift note (an introduction or implied endorsement). Lift notes help "warm up" the list (subscribers) and boost conversions.

4. Out clause—Ask your account executive if the media agreement has an out clause or termination right. This is important as if your campaign is not working, you don't want to have to ride it out and waste money. You want the ability to end it and cut your losses. Also find out if you can pause your ad during a slow traffic times (i.e. summer, holidays) as not to waste impressions (CPM).

5. Reporting—Ask your account executive if you will be given daily/weekly reporting OR access to the online ad serving system. This will allow you real-time access to clickthrough rates and more to evaluate if creative (banner and landing page) is striking a chord with the target audience.

6. Seasonality—Each industry and niche has its highs and lows. But, generally speaking, it's typical to see drops in website traffic during summer (June to Aug.) and around certain U.S. holidays. Research your industry and use consumer purchase behavior to your advantage. For instance, in some industries, the days around Thanksgiving are slower than usual. If you're running a campaign that falls on this timeframe, ask about getting lower rates or pausing your ad during the slowdown. DoubleClick and ClickZ are great sources of information and often release quarterly consumer Web reports on buying patterns and traffic.

7. Exclusivity—Similar to economies of scale (where the more that's produced, the cheaper the unit price), if your banner ad is sharing space with other advertisers for less "solo" time, you should be paying less. It's important to ask whether your ad will get 100 percent of the rotations or sharing ad exposure. And if sharing, find out what percentage of exposure you are ultimately getting during your ad run. This is known as being "fixed ad placement" or "shared ad placement." If you're told you have shared placement, this is a great bartering tool to get a more competitive rate.

8. Site targeting—You've heard in real estate it's always about location, location, location, right? Well, online real estate is no different. Find out if your ad will be run of site (ROS), run of channel (ROC) or on specific high-traffic pages. Typically, the further you drill down, the more you pay. It's known as "site targeting." Similarly, the higher you go up, the less you pay. ROS is the highest (most broad) level, so it's usually the cheapest ad location. Next is usually ROC, whose ads appear on certain channels or sections of a website. Then there are also specific pages or demographic targeting. Your goals and budget will determine which placement is best for your needs.

9. Remnant space—Often the forgotten about query, remember to ask if remnant space is available. Remnant ads are those ad units that the publisher or ad network is having a difficult time selling for whatever reason. They can also be last-minute specials or units that are now available due to another deal falling through. With more popular, high-traffic websites, you can save a fortune buying remnant media. Just pay close attention to the terms and conditions in the insertion order, as with most special deals, there are usually restrictions and little leeway.

All of these factors will help determine the value of your ad space and, ultimately, the cost you're willing to pay to access that audience. Good luck!

Companies Mentioned:

Sections:

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: