Ask a Buyer
Ask a Buyer
What's the difference between markup and margin in placement pricing?
Markup refers to the amount added to the cost of media placement to cover overhead and profit. It’s expressed as a percentage of the net, or cost price. Margin is the difference between the gross price and the cost price, expressed as a percentage of the gross price. It represents the portion of the gross price that is profit.
Using markup can lead to underpricing or overpricing if not calculated carefully, potentially affecting competitiveness and profitability. When it comes to media placement with agencies, margin is the correct addition that is added to any net media spends. We even offer this useful Margin Calculator that we keep hosted on our website here.
What exactly *is* programmatic media buying?
The simplest and clearest definition of programmatic ad buying is: using software to buy online advertising. If you’ve ever placed an ad on Facebook, you’ve already used a form of programmatic buying. You upload your creative, set your budget and target audience, fine tune a few details on how you want your ad to appear, and let the system do the rest, including providing highly-detailed and real-time reporting on your campaign performance.
But programmatic media buying can be so much more, allowing you to let AI-powered software automatically place your ads across multiple websites, networks, and digital platforms, all the while adhering to your budget and modifying your placements in response to how they’re performing. No more sending out requests for proposals, getting quotes, negotiating rates, preparing insertion orders, etc., for every individual ad placement.
How do I dial in my media budget for the best results?
Conversion-based bidding strategies, like Target CPA (Cost Per Acquisition) or Target ROAS (Return on Ad Spend), aim to optimize your budget to achieve specific conversion goals. However, this automation can sometimes lead to overspending during the algorithmic learning period, in areas of high competition, or during periods of search volume spikes.
Conversely, underspending can occur due to low search volume, overly restrictive bidding, or poor keyword matching. Carefully setting up your conversion actions, regularly monitoring your campaign performance, and using A/B testing for different strategies and placements can help you understand what works best in your market. You can also set up automated rules for pausing campaigns or adjusting bids when certain conditions are met, to help manage budget volatility.
Is traditional media dead?
In this era that feels dominated by digital marketing, it’s easy to overlook or forget the enduring effectiveness of traditional media. While social media ads and streaming campaigns get most of the attention, broadcast television, radio, and direct mail remain potent marketing tactics.
These traditional media channels offer unique advantages that can enhance your marketing strategy, reach diverse audiences, and create lasting impressions. By integrating these tried-and-true tactics with modern digital strategies, you can create a comprehensive marketing approach that leverages the best of both worlds.
How do I reach shoppers in a busy holiday season?
Timing is everything during the holiday season. To engage holiday shoppers effectively, media marketers should begin their campaigns early—well before the holiday rush kicks in. Use social media, email marketing, and digital ads to build anticipation by teasing holiday offers, new product launches, and exclusive deals in advance.
In the crowded holiday marketplace, personalized and targeted advertising is crucial to stand out from other ads. First-party data collected from customer interactions, email sign-ups, and website visits can provide valuable insights into consumer preferences. Track shoppers’ online behaviors, such as browsing patterns or abandoned carts, to deliver personalized recommendations and relevant offers. Use lookalike audience targeting to reach new customers who share similar characteristics with your existing buyers.
You could also try tactics like collaborating with social media influencers, using shoppable features on platforms like Instagram and Facebook, or hosting holiday-themed giveaways or contents. An approach that mixes digital and traditional media marketing ensures that you reach customers wherever they are, providing a consistent and seamless brand experience.
What are the benefits of partnering with a media agency?
Too often, campaign placement is left to employees who only “dabble” in media. While brands and creative agencies focus on crafting compelling narratives and engaging content, the role of a media agency in negotiating, purchasing, and monitoring media campaigns is indispensable.
For brands and creative agencies looking to maximize their media investment, partnering with an independent media agency offers numerous advantages. From unbiased strategic planning and cost efficiencies to specialized expertise and enhanced transparency, these agencies can significantly impact the effectiveness of marketing campaigns.
By choosing the right independent media agency, brands can ensure their messages not only reach their audience but resonate powerfully and efficiently.
Do I need to share access to my social media accounts with my media buying partner?
Sharing social media account access with your media buying agency is crucial for a successful partnership, ensuring a secure, efficient, and effective collaboration. This shared access enables media buying agencies to optimize campaigns in real-time, enhance targeting, and provide detailed reporting, all of which contribute to achieving your marketing goals.
The main steps in the process are
- Determine the Level of Access Needed
- Use Platform-Specific Access Tools
- Set Up a Clear Access Management Policy
By following these best practices, brands and creative agencies can maximize their advertising impact and drive better results in their digital marketing efforts.
We Go The Extra Mile
We understand the power of reaching the right audience with tailored messages at the perfect moment. Through meticulous data analysis, market research, and leveraging advanced tools, we identify and engage with the most receptive target segments. Our team’s dedication to precision targeting ensures that our clients’ campaigns are optimized for maximum impact, delivering measurable results and driving business growth in today’s competitive landscape. We pull together to develop comprehensive strategies and execute campaigns that surpass expectations.