Preloader
How to generate more leads for your brand: Five media buying approaches

How to generate more leads for your brand: Five media buying approaches

Great copies and captivating visuals go a long way in getting brand messages across to their target audience and leading prospects towards taking a defined course of action. But that’s not all that there is to marketing and lead generation. 

Imagine placing a Gucci or Swarovsky ad right in the heart of an inner-city slum with the expectation of driving sales within the community, or placing a hamburger ad in the middle of a gym. It’d be a miracle if any of those advertising or marketing efforts yield any result and only a matter of time before whoever had the “initiative” to deploy those ads in those locations loses their job if they keep going in that direction. 

In marketing, having the right ad placement is just as important as having the right messages. This is because it’s the only way to guarantee that these ads reach their intended audience and by extension the only way to ensure that marketing objectives are achieved. This is why media buying is a very important part of marketing and lead generation strategies. 

What is Media Buying? 

Media buying involves securing the right locations, placements, and times to run ads in order to ensure that they appear in the faces of the right audience and are effective.

media buying company - Shura Advertising Blogmedia buying company - Shura Advertising Blog
Shura Advertising: Types of media buying

Think of it as placing an ad or communication material in a place where it will be seen by a very high number of the most interested people in order to achieve the lowest cost per action. 

Now that we’ve established that, let’s take a look at Lead Generation before we tie it in. 

Who is a lead? 

In marketing, a lead is a prospect; anyone who shows interest in purchasing a brand’s product, enjoying a brand’s service, or performing an action in favour of the brand. 

What is lead generation? 

From the definition above we can derive that lead generation involves the process of creating interest in the mind of an intended audience, either to purchase a brand’s product or carry out a defined action in favor of the brand. 

The initial point of interaction in the lead generation journey usually starts from interaction with communication materials created by the brands. This could be a billboard, newspaper or social media ad, or even an email or online survey. 

This initial point is usually the basis for future conversations. At this point, marketers are able to collect the contact details of prospects in exchange for an offer or experience or any form of bait. 

Securing the right media placement helps to make this first step as well as other steps taken further down the sales funnel very seamless. 

Lead generation in Media Buying

Imagine that you own a startup and your core practice is to help investors or aspiring investors manage their investment portfolio and you’re currently looking to onboard new clients. Here’s how an understanding of your consumer behaviour could inform your media buying approach and help you meet your lead generation target. 

Aspiring investors or active investors will, very likely, be in search of resources to help them with understanding investment and making wise investment decisions. As a result, they’d account for the majority of the traffic on investment websites/blogs. With this insight, it’s strategic to purchase a slot for ad placement on such websites and target visitors with an ad informing them of your services and the advantage it affords them.

You can also create an ebook explaining the basics of investment and promote it using the procured media slots. Interested visitors will provide their emails whilst downloading the ebook, thus creating an opportunity to further engage prospects and open sales conversations. 

Now that’s a typical example of media buying for lead generation. 

Top five media buying approaches to achieve lead generation

1. Know your audience 

As illustrated in the scenario above, an accurate understanding of your target audience and their user behaviour contributes positively to the effectiveness of your media buying strategy and lead generation objectives.

What is a Target Audience? | DirectiveWhat is a Target Audience? | Directive
Directive Consulting: Audience segmentation

To ensure the maximum ROI on your media buying efforts, you will need to ask the following questions; 

  1. Who is my target audience (age, personas)
  2. What are their interests 
  3. Where can I find them 
  4. At what time can I find them in item c above.

With accurate answers provided to the above questions, media buying can yield tremendous results in terms of lead generation.

2. Set clear objectives

It’s important to measure the results of media buying efforts. This helps with knowing what modifications need to be made whether in terms of ad placements or content restructuring. Without objectives, it’d be impossible to ascertain ROI and understand what truly works for your brand or campaign. 

Objectives could range from securing downloads, to high open rates, or purchases. Set the objectives and measure for effectiveness. 

3. Always be testing 

Testing is an integral part of media buying. One small tweak could be all the magic you need. The only way to determine what works and what doesn’t is by testing. 

Testing also helps with managing the media buying budget and ensuring higher ROI. This is because of the insight drawn and the opportunity to optimize that testing affords. 

Here are a few things that you might want to test; 

  1. Test the ad copy:  Create a few options and see which works best (same applies to email content and other forms of written content)
  2. Test content formats: In some cases, a motion graphic is all you need to command the right amount of attention. In other cases, it might just be too much and a still ad could do the trick. 
  3. Test placements: Positions, platforms, time of placement, etc. 

4. Plan your budget 

Invest in an adequate amount of research to ensure that you understand how to spend. The most important part of media buying is achieving the best result at optimal cost. This again underlines the importance of testing in media buying. 

5. Be flexible

What yields amazing results today can tank tomorrow. Hence, it’s important to maintain a learning posture and continue monitoring in order to know how to respond to changes in user behaviour or other factors. 

Printipy’s team of marketing professionals has a bank of data on consumer behaviour that could help with your media buying efforts. You can book a consultation session by Saying hell. Leading brands like Chipper and Shago have been beneficiaries of Printipy’s wealth of marketing expertise and you too can be next. 

Find out more about Printipy at https://printipyagency.com/ 

READ MORE
The Ultimate Guide to Media Buying and Planning – PRINTIPY

The Ultimate Guide to Media Buying and Planning – PRINTIPY

A lot has changed in advertising and branding since the advent of digital marketing and social media. There were only the traditional platforms such as radio, print, and TV. Today, placing ads haphazardly doesn’t in any way help a brand grow. 

Brand growth is influenced by strategic media planning and reaching a large spectrum of audiences with a unified message across several platforms. Moreover, there are now more nuanced audiences than ever before, with a large percentage online than offline. 

Digital marketing worldwide amounted to 378.16 billion U.S. dollars in 2020, increasing and not contracting versus the 2019 figure. Brands worldwide make calculated decisions when it comes to sharing their message with their target audience. To achieve this, brands employ both media buying and media planning to arrive at their advertising goals effectively. 

In this piece, we take you on a simple trip to understanding media building and planning, what they are, how they work, and more. 

What is Media Buying and Planning?

First off, let’s understand exactly what media buying and media planning are. Media buying means pretty much like its name, but more strategy and alignment with advertising goals. 

Media buying is the process of purchasing advertising space and time on digital and offline platforms, such as websites, YouTube, radio, and TV, in line with set media plans. Whether the target audience is watching a TV program or browsing through a website, media buyers ensure that they get brands seen by the target audience. 

On the other hand, media planning is how media planners determine where, when, and how often they will advertise to maximize engagements and ROI. This means a media planner identifies and selects media outlets such as newspapers, websites, TV, radio stations, and outdoor placement – which would be best to place paid advertisements and get across to the target audience of brands. 

How does Media Buying and Planning Work in Marketing? 

The media buying and planning process works to achieve advertising goals. In marketing, media planning must come first before media buying. Once planning is finished, media buying steps in to execute that plan. 

The media planning process in marketing operates thus: Conduct market research, state media planning objectives, determine your media planning templates. Implement a media plan and lastly evaluate success.

Once media planning, buying goes into play with three phases in the media buying process:

1. Pre-Launch: In this phase, the media buyer analyzes relevant media decisions. To make decisions, the media buyer identifies the target audience, researches the target market, sets marketing objectives, negotiates media prices, and launches the campaign. 

2. Launch: In this phase, the buyer ensures effective media delivery. He makes sure the campaign is executed as per the media plan.

3. Post-Launch: In this phase, the buyer analyzes the campaign’s result and makes adjustments as needed.

Types of Media Buying (and Their Role in Digital Marketing)

There are different types of media buying where ads can be placed across all channels. Traditional channels include:

1. TV ads

2. Print ads in newspapers and magazines

3. Radio ads

4. Classic Out Of Home (OOH) ads and anything digital.  

However, with the advent of social media, digital advertising channels cover a much broader and more versatile range of ad opportunities, including:

1. Display ads

2. Social media ads

3. Paid search

4. Mobile ads

5. Video ads

6. Digital OOH ads (DOOH)

Based on the advertising goals, marketers combine both media buying platforms to reach their audience. In digital marketing, marketers can picture precisely what revenue they are creating through their media spending. ‍Digital ad placements allow for more targeted campaigns, while traditional ads work better for awareness plays. The right one for any campaign will depend on the goals, budget, and audience. 

Conclusion 

Media buying and planning are highly nuanced, with a lot of pressure on acquiring the optimal ad placement for customer experience and conversion. With digital marketing in the mix, marketers can now easily tailor their messages to any set demographic and monitor feedback. 

Marketing Agencies like Printipy are well poised to craft strategies around the brand’s marketing objectives to reach, engage and convert their target audience. Printipy offers marketing services based on industry analysis and research, which comes very handy in media planning. They have a deep understanding of branding and aim to help clients establish a sustainable brand while ensuring their end users attain brand resonance.

READ MORE
Introduction to Programmatic Media Buying: How to Get Started 

Introduction to Programmatic Media Buying: How to Get Started 

As a brand, you could have some pretty brilliant ads, but if it’s not in the right place targeted at the right people, then your campaign will never reach its true potential. This is the problem some brands face in getting their advertising goals achieved. However, programmatic advertising has been changing the game for the past three decades by optimizing the most important aspects of your purchase: ad spends, impressions, and reach.

Thus, programmatic advertising is rapidly increasing among digital advertisers, rising from 76% of digital advertisers allocating their efforts to programmatic advertising in 2019 to 83% by Q2 of 2020, according to MediaRadar. In this piece, let’s go through what programmatic media buying popularly known as programmatic advertising is, how it works, its types and how it helps brands achieve their goals.

What Exactly is Programmatic Media Buying? 

Programmatic ad buying is the use of automated technology to help your business buy ad space. It utilizes data and algorithms to help you serve your ads to the right people at the right time and in the right place in a fraction of a second.

Programmatic advertising includes ad slots for digital out-of-home (DOOH), online, streaming, TV, video and voice ads. Its popularity in the digital space continues to rise as there are tons of advantages to both the advertiser and the seller. Programmatic display advertising takes traditional display ads one step forward. Here the algorithms make the decision of bidding and buying the ads. It reduces human error, reducing the need for salespeople and making the entire process cheaper. 

How does Programmatic Media Buying Work? 

The programmatic advertising process is pretty simple. Programmatic advertising works through ad exchanges which are online marketplaces, where advertising space is brokered and auctioned, and then once bought, content can be advertised.

Now, An automated algorithm uses advanced analytics to determine the correct placement of these ads on publishing sites, based on factors like industry and demographics, in order to give the ads the best bang for their buck.

Advertising – Business of Apps - Business of AppsAdvertising – Business of Apps - Business of Apps
Business of Apps: Illustration of how Programmatic media buying works

This is a process that takes place in a few seconds, with buyers able to find qualified space for their ads almost instantly. Some typical platforms for programmatic advertising would be Google Ads, Verizon Media, Pubmatic etc.

Programmatic ads can be delivered to audiences in several types of channels. The most popular are display ads. Video ads like in-stream ads, out-stream ads, and in-display ads, three of which are becoming highly popular as well.

Types of Programmatic Advertising 

Leveraging on programmatic media buying doesn’t have just one process. There are several methods marketers buy ads for your business. Here are three types of programmatic advertising:

1. Real-time Bidding 

We’ll start by having a look at is real-time bidding. Real-time bidding, known as an open auction, is available to any advertiser/publisher that seeks to buy/sell ad space. Bids for these ads happen in real-time, and the company with the highest bid gets the ad space.

With this type of programmatic ad buying, brands can bid for ad impressions and buy ads in bulk. While brands have access to many websites and a large audience, they don’t know where their ads will appear. It means that brands run the risk of their ads appearing on sites they don’t want them to appear.

2. Private Marketplace 

Private marketplace allows your programmatic ads to only appear on the websites within this marketplace if you’re invited. The private marketplace is an invite-only market, allowing publishers to control which companies can advertise on their sites. In a private marketplace, advertisers usually set aside premium ad spots to enable select advertisers to have those spots. They can set aside the ad space to attract advertisers who will pay top-dollar for premium ad space on their side. Advertisers usually prefer the use of a private marketplace because it is more transparent than Real-time bidding. The advertisers know exactly which websites their ads will be served on so measuring  their ROI is super easy

3. Programmatic Direct 

Third on the list is programmatic direct which is a direct sale deal between seller and buyer, eliminating the need for ad exchange parties. These companies don’t use the ad exchange but rather agree on terms for advertising on the publisher’s site. Again, the publisher invites buyers but there is no bidding involved.

Unlike other programmatic deals, direct deals offer guaranteed agreements. Furthermore, the advertiser gets a fixed number of impressions at a fixed price. Most importantly, publishers know to whom (advertisers) they are selling their ad spaces and advertisers know where their ads are being displayed.

Benefits of programmatic advertising

  1. Increased ad efficiencies: Every ad ultimately aims to achieve campaign goals and increase ROI. Research has found that programmatic ad buying allows brands to pinpoint the audiences that they want to reach out to, ensuring that they deliver the perfect message, in the perfect location, at the perfect time.

2. Reduced overall advertising costs. For many companies, the biggest boon of programmatic advertising is reduced cost. By automating your bidding process, as well as modifying your cost-per-thousand impressions (CPMs) in real-time, you are optimizing your ad spend. 

3. Scalability: Programmatic advertising allows you to reach a larger audience across multiple websites and touchpoints in a timely and efficient manner.

4. Reducing campaign launch time: Traditional media buying takes a lot of time brokering price points and making deal and puts a strain on campaign launch time. Programmatic advertising cuts that time down drastically.

5. Collecting greater data insights: Programmatic advertising uses collected data to decide which advertisements to use, and how much it would cost. This helps brands to understand customers.

6. Ability to optimize and target the right audience in real-time.

7. Higher Return On Investment. 

8. Building effective cross-device campaigns

Closing Thought 

Programmatic advertising is changing how media buying operates in the digital world. It is faster, more efficient, and cheaper than traditional methods. Advertisers can optimize their campaigns in real-time, and review them on an ongoing basis. Moreover, 

At Printipy we know how effective programmatic media buying is and have already been integrating programmatic media buying into campaigns. As an expert marketing agency, we help automate the decision-making process of media buying by targeting specific audiences and demographics. Printipy deals with mobile programmatic advertising, programmatic media buying and many more activities. 

Whether you are a publishing house or a brand looking for media space, our programmatic buying agency will help you automate the execution of strategy. Furthermore, Printipy’s programmatic media buying is the best to help your brand unlock insights to help you realize more Return On Investment out of your media spends.

READ MORE