Advertising & Marketing 101: How to develop a media buying plan

bizjournals | August 13, 2019

Congratulations. You’ve gathered your research, figured out your budget, and are finally ready to take the first step in buying advertisements for your product or company. This may seem like a scary step, but when you’re armed with the right data, your investment in marketing your company to a target audience will help your business succeed. Depending on your products or services, you may notice there are peaks in your foot traffic or sales depending on the season. Perhaps your company is an accounting firm, so you are more focused on tax season. Doing your research to understand when the best seasons are for your company to market itself is vital.

Spotlight

What are the best advertising techniques for small business? Compare the return on investment (ROI) of outdoor advertising versus print and visual media. Word of Mouth is still the best form of business advertising, unfortunately it is also the slowest type of promotion. On premise outdoor signage is the most effective and least expensive form of advertising for a retail location compared to any other type. For more information on the outdoor sign products manufactured by Signtronix visit http://www.signtronix.com/

Spotlight

What are the best advertising techniques for small business? Compare the return on investment (ROI) of outdoor advertising versus print and visual media. Word of Mouth is still the best form of business advertising, unfortunately it is also the slowest type of promotion. On premise outdoor signage is the most effective and least expensive form of advertising for a retail location compared to any other type. For more information on the outdoor sign products manufactured by Signtronix visit http://www.signtronix.com/

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Targetspot and Gadsme Join Forces to Launch In-Game Audio Ads to the World

Targetspot, Gadsme | September 16, 2022

Targetplay, a new division of Targetspot (Paris:ALTGS) (Brussels:ALTGS) dedicated to gaming, today announces a new representation partnership with Gadsme, a global premium in-game monetisation platform adopted by major studios including Voodoo, Ubisoft, Tilting Point, TapNation and Lion Studios. Global demand partners from the Targetplay network across the USA, Europe, LATAM and APAC will be able to access Gadsme’s supply side network of mobile games studios at scale. Guillaume Monteaux, CEO of Gadsme, declared: “We are focused on delivering best in class non-intrusive monetization solutions to our gaming community and our elegant and unique audio format - jointly developed with Targetplay - is designed to maximise audio KPI’s and minimise user disruption.” Guillaume Monteaux, CEO of Gadsme, declared: “We are focused on delivering best in class non-intrusive monetization solutions to our gaming community and our elegant and unique audio format - jointly developed with Targetplay - is designed to maximise audio KPI’s and minimise user disruption.” The most premium inventory in the market Adam Pattison, Global Head of Targetplay, said : “Our advertising partners have been experimenting with in-game audio, and our partnership with Gadsme gives them access to some of the most premium inventory in the market today.” “Targetspot was always a pioneer in the audio industry and with this division we maintain our vision of opening new possibilities in the audio advertising industry. Mobile gaming advertising spending is forecasted to reach 130 billion dollars worldwide in 2025*, a great opportunity for audio ads who are preferred by 75% of mobile users over video ads** because they allow the gamer to keep playing”, stated Mario Cabanas, General Manager at Targetspot. *Source: Source: Juniper Research; ID 1240471 I Survey period: 2020, worldwide ** Source: Audiomob study About Gadsme Gadsme is a premium In-Game Ad monetisation solution, specialising in non-intrusive Ad formats. Recently backed by UbiSoft and Galazy Interactive and working with some of the largest gaming and advertisers worldwide. Their unique product offers stability and premium inventory, with a suite of options, including clickable performance based In-Game ads, to serve the entire advertising world with measurable KPIs and maximise revenue for game studios. About Targetspot Targetspot, an AdTech group company listed on the Brussels and Paris stock exchanges, has been a leader and pioneer in digital audio since 2007. Targetspot connects brands to their target audiences via an inventory of leading publishers across all areas of digital audio. Through its proprietary technologies, Targetspot provides end-to-end integration between advertisers and publishers, for contextually targeted, cookie-free campaigns involving both direct and programmatic buying. Targetspot is also a leader in audio streaming, its Shoutcast brand enabling over 85,000 radio stations to be streamed online. Targetspot is operational in 9 countries and employs around 100 people worldwide.

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Marin Software Named a Strong Performer in B2B Advertising Solutions by Independent Research Firm

Marin Software | August 16, 2022

Marin Software Incorporated (NASDAQ: MRIN), a leading provider of digital marketing software for performance-driven advertisers and agencies, announced today that it has been recognized as a Strong Performer in the Forrester Research, Inc. August 2022 report, The Forrester Wave™ B2B Advertising Solutions, Q3 2022. The report evaluated 14 B2B Advertising Solutions providers based on 28 criteria across their current offerings, strategies, and market presence. Marin Software received the top score in the B2B performance reporting criterion and also received the highest possible score in the execution roadmap and market approach criteria. According to the report, “Marin Software’s execution roadmap and market approach are superior and include the innovative use of audience data to enable a variety of B2B advertising use cases from e-commerce to ABM… Ad-level, performance-level, and ROI-level reporting are also superior.” “We are proud to be named as a Strong Performer in The Forrester Wave™ B2B Advertising Solutions report,” said Chris Lien, CEO, Marin Software. “We are proud to be named as a Strong Performer in The Forrester Wave™ B2B Advertising Solutions report,” said Chris Lien, CEO, Marin Software. “We are committed to delivering B2B advertisers with the best solutions for analyzing, automating, and optimizing their marketing campaigns and we are thrilled to be recognized in the report.” The self-serve MarinOne platform unifies industry leading optimization tools with flexible reporting to help advertisers maximize the impact and reach of their digital marketing investment across paid search, social, and ecommerce channels. Marin has been helping advertisers advance their digital advertising campaigns for over 15 years and has managed over $40 billion in advertising spend for some of the world’s top brands. About Marin Software Marin Software Incorporated’s (NASDAQ: MRIN) mission is to give advertisers the power to drive higher efficiency and transparency in their paid marketing programs that run on the world’s largest publishers. Marin Software offers a unified SaaS advertising management platform for search, social, and eCommerce advertising. The Company helps digital marketers convert precise audiences, improve financial performance, and make better decisions. Headquartered in San Francisco with offices worldwide, Marin Software’s technology powers marketing campaigns around the globe. For more information about Marin Software, please visit www.marinsoftware.com.

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Ipsos MMA and Adform Partner to Leverage First-Party Data for Unified Marketing Measurement and Optimization

Ipsos MMA, Adform | September 20, 2022

Ipsos MMA, a recognized leader in measuring and optimizing advertiser marketing investments, has partnered with Adform, a global, independent, and fully integrated advertising platform, to bolster its Unified Marketing Measurement and Optimization, leveraging Adform's ID Fusion solution. This approach integrates first-party data signals across the digital media ecosystem to build consumer journeys without the need for third-party cookies. This unique partnership will help advertisers futureproof ad measurement while platforms are shifting their data sharing policies and privacy regulations are becoming more rigorous. The announcement comes as various ad platforms deprecate the third-party IDs within their log-level data, preventing brands from determining the effectiveness of their media campaigns in real-time at highly granular levels – such as audience, creative, or placement. Many browsers and operating systems today do not allow for the generation of third-party cookies – and third-party cookies will eventually be phased out entirely. Advertisers and agency partners will not be permitted access to third-party cookie IDs. Without first or third-party measurement signals, advertisers cannot attribute specific media types to back-end key performance indicators like conversions. Adform uses a bespoke approach to track and stitch together first-party data to provide vital information for analytics and targeting. "Incorporating Adform's ID Fusion into our analytics data stack enables us to provide advertisers with quick, always-on, analytics on their digital and addressable buys. This data coupled with our unified marketing measurement approach, ensures that maximum coverage is achievable reducing data sparsity, a common issue impacting real-time marketing measurement today," said Doug Brooks, EVP of Strategic Accounts at Ipsos MMA. "The implications are clear; if you want true attribution, you need to work with transparent partners and provide true insight into media performance," said John Piccone, Adform's Regional President, Americas. "The implications are clear; if you want true attribution, you need to work with transparent partners and provide true insight into media performance," said John Piccone, Adform's Regional President, Americas. "This groundbreaking partnership allows advertisers to see how their hard-earned media budgets are performing and allows them to reallocate budget to increase return on ad spend." The partnership leverages Adform's "ID Fusion" pioneering solution, allowing advertisers to solve for a third-party "cookie-less" future. ID Fusion has been implemented since 2020 and is used across many of Adform's 25,000 clients. Earlier this year, the solution was also recognized by the industry as a powerful response to change after being awarded both The Drum and Campaign Tech Awards. The data from ID Fusion feeds into Ipsos MMA's Unified Marketing Measurement & Optimization platform, enabling marketers to cut through the noise that often dilutes effective media touchpoint and customer-level measurement. With this integration, advertisers can leverage Unified Marketing Measurement to continue to attribute touchpoints along the consumer journey and drive tactical changes to plans while in-flight to prioritize media channels, targeting tactics, creative versions, and audiences. Please click here to learn more about Ipsos MMA's Unified Attribution capability. About Ipsos MMA Ipsos MMA is a leading global analytics consultancy founded in 1989. The company enables its clients to achieve higher revenues and operating profits via its forward-looking, data-driven analytics, software, and consulting solutions. Ipsos MMA is headquartered in New York, NY, and is a part of the leading global custom market research company Ipsos, which has over 80 locations worldwide. To learn more about Ipsos MMA, visit www.mma.com. About Adform Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.

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