Online Marketing : Media Planning

Media Planning: Talking the Talk

As in traditional advertising, the online space has its own lexicon of abbreviations and jargon.

Imps have little to do with villainous children and in fact are impressions booked - or the number of times a specified page appears before a website's visitors. CPM means cost per thousand impressions, SOV means share of voice, ROS means run of site, RON means run of network, and ROC means run of category.

Media Planning at Market United

Planning a media schedule demands an intimate understanding of the online advertising landscape - and how it changes from State to State.

Our planners begin by getting to know the campaign objectives and deliverables, so that they can cross-match target audience groups with the online media footprint.

They have wide experience of all the commonly used media formats - including display advertising (banner ads), paid search ads (ie in Google, Yahoo and NineMSN) and eDM (emails to third party lists) - and access to the latest tools for serving and tracking campaigns.

We've used IP targeting technology to narrow-cast messages within State-specific media; for clients such as WA's RAC, Transperth and HBF. And we've planned and implemented national schedules for clients such as Tourism WA and iiNET.

Media trafficking - what's that?

Media trafficking is the discipline of preparing creative assets for publishers, and plays a key role in your media schedule. If you're not familiar with online advertising, the number of specifications and ad serving software platforms may seem overwhelming - so we're here to help.

What is paid search marketing?

In a nutshell, it's the placement and management of text ads in the search results of engines such as Google (where the campaigns use the Adwords system), Yahoo and NineMSN. Also known as pay-for-positioning or pay-per-click, it is fast becoming one of the most cost-effective online marketing tools. Payment is only required when a search engine visitor clicks on one of your ads. If anybody sees your ad but doesn't click on it, you don't pay. The price you pay for each click can be pre-determined, and as in any auction, the more you bid the higher your likely ranking.

We believe every balanced digital media schedule should have a paid search element, as it consistently outperforms banner advertising - and often even email - in terms of ROI.

Our Successful Paid Search Campaigns

Many of our paid search campaigns use WA-targeted IP addresses. These include:

• RAC

• Howard Park

• Home Building Society

We also have wide experience with both national and international campaigns. These are targeted by IP and also rely on keywords and terminology tailored to suit each national market. Although most are Always On campaigns, we also manage short term promotional paid search campaigns.