Building an online media plan

Anne Hunter, VP Strategic Advertising Solutions at AOL, has shared her knowledge in creating succesful online media plans at iMedia Connection. It makes interesting reading based on the fact that she has 12 years experience in interactive advertising. As with PR, some media agencies are still coming to grips with new media advertising.

Here’s some of the recommendations:

• Diverse contextual advertising is important
  • Media buyers should look at layering a few of the top sites for their target advertising to get as great a reach as possible
• Demographic targeting can also be utilised to avoid wasting ad spend
  • Interesting to note is that the top contextual advertising sites don’t overlap with the top demographic sites
• Behavioural targeting provides another level to finding potential customers

Bringing together the above elements and weighing up the pros and cons of each, should help prioritise how much of the advertiser’s budget should be allocated to each area. ‘Allocating budget based on scale ensures dollars aren’t spent delivering too high frequencies to small audiences who can’t move significant product off the store shelves.’

Read the full article here