The short answer is, No. The longer explanation is that all types of paid media exposure is measured in a unit called an impression, which is an industry term for a “view.” The goal of any media campaign is to find the best ratio between target audience reach and the number of times that same audience sees your message, a metric known as frequency. Making sure the lion’s share of your target audiences see your ad enough times to compel them to take an action step is the media planner’s goal. This is true regardless of whether we are using digital ads or traditional media like broadcast, outdoor or print, or a combination of both.
It all comes down to where marketers and media planners (like us) locate and deliver the highest number of available consumers. In today’s device-centered culture, we find most people’s eyeballs glued to their handheld mobile devices. You know that guy who’s staring at his phone as he’s walking across a busy intersection? Yeah, that’s who I’m talking about! Here’s a comprehensive article by TechJury that shows how mobile platforms now dominate the ad marketplace. Contact us and we’ll show you how to reach mobile audiences with a targeted media campaign.
So you want to know the ingredients of the secret sauce, do you? Actually, it’s not a secret at all, but most people don’t have a clue as to how display ad placement works. The short answer is that your banner ads (also known as display banners) occupy available ad unit inventory across thousands of websites that are selected for your campaign based on your defined audience criteria, search behavior, contextual relevance, content and other factors. We garner ad placement on these websites via programmatic ad buying platforms where we bid on the cost of a thousand ad impressions (CPM) and if that bid is successful, the ads we want to serve for you will take their positions on those selected websites. If that tidbit peaked your interest and you want to know more, be in touch and we’ll be happy to share more about programmatic ad buying!
An animated GIF, or Graphics Interchange Format (don’t worry, you won’t be tested on this), is a single bitmap file made up of multiple images or frames that are coded to create the illusion of movement. Animated gifs are very popular in ad campaigns because they’re easy to build, create strong visual interest, and usually result in higher engagement with audiences. Be in touch to learn more about different types of creative units and how they work within effective ad campaigns.
Creative fatigue is a real thing! Running the same set of ads over an extended period of time may eventually result in audiences losing interest and decreased campaign engagement. Especially for longer duration campaigns, it’s always a good idea to plan for a mid-campaign creative refresh. Touch base with us to learn more about how we bring value to our creative partners and lots of other advertising campaign best practices!
While click-through rates (CTRs) are no longer the be-all and end-all of campaign metrics, they are still a valuable measurement. An average CTR is calculated by dividing the number of clicks by the number of ad impressions delivered. The resulting ratio (percentage) gives information on how audiences have interacted with your ads. WordStream has a great article that shows average CTRs across different categories. Factors such as where ads are being served or what industry the ads represent can determine whether advertisers see a higher or lower CTR. For example, we’ll always see a higher CTR from paid search than we will from a display banner. Get in touch for more information on CTRs and to learn about other fascinating media topics!
I get asked this question all the time! The simplest answer is that the size of your media budget depends on your campaign goals. A few factors that determine how much we’ll recommend our clients spend are: the size and scope of the target audience, geographic reach, and your competition’s advertising presence. Another important consideration is how well does your prospective customer base know your brand? Are you starting from scratch or seeking to maintain (or grow) an already established level of familiarity? We’d love to chat with you about setting your campaign goals, determining media budgets and all other aspects of the media planning process!