How Media Buyers Find Successful

Transcription

1 How Media Buyers Find Successful Traffic Sources Using Media Intelligence Media Intelligence

2 Table of Content Why Media Intelligence? Page 3 Finding Traffic Sources Page 7 To Sum It Up Page 17 How Can AdClarity Help You? Page 18 2

3 Why Media Intelligence? A Media Buyer s job is not easy Your mind is eternally planning and strategizing. You constantly monitor ecpms on different networks and consistently recommend new ideas based on current trends, your job revolves around always being in the know about the industry, its players, its audience, its costs, and most importantly, positive ROI. But you lack time - you have to find the successful traffic sources to reach your target audience. Then, you have to find more traffic sources. Then you have to find different traffic sources. Then, you have to find better traffic sources. And the next month, you have to do it all over again. It s exhausting! You need a formula. A sure-fire way to find successful traffic sources that will lead your buyers to you. It will ease your mind. It will save you time. It may just save your job. Media Intelligence offers that formula. And if you spend 20 minutes reading through this guide, you are guaranteed to understand the formula. 3

4 Media Intelligence: A formula for finding successful traffic sources Media Intelligence originates from competitive intelligence. While Media Intelligence (MI) can be used quite effectively to learn from your own past media initiatives, it is most enlightening because it monitors immense amounts of data from your own campaigns, your competitors campaigns, your peers in the industry, and really... the entire eco-system of online advertising. MI systems then take this data and use advanced algorithms to process the data into meaningful and useful information. You already have access to what worked for you (and what didn t) in the past. A Media Intelligence system gives you access to the same information about your competitors and the people you do business with. 4

5 How does this help you find successful traffic sources? Well, it enables you to get full visibility to your competitors' online advertising activities. You can use this as a bird s eye-view to get a high level understanding of their strategies. Then, you can drill down and explore their activities across various networks, on specific publishers, their successes (and failures) with each campaign, each creative, etc. You can then use the insights you gain to do two very important things. First, you can duplicate (and improve on) successful media initiatives. Also, you can learn from their mistakes and avoid failures in your media plans. Uncover Competitors' Activities Get an Overview of Strategies Explore Specific Media Initiatives Duplicate Success Avoid Failure 5

6 By doing this, you save time and money. And when you, the Media Buyer, save time and money, you get a happy boss, happy clients, and big bonuses. Save Money No need to manually research No need to test networks and publishers on your own. Save Time Reduce test budgets Eliminate waste on poor performers 6

7 Finding Traffic Sources So how exactly do you find the right traffic sources for your audience using Media Intelligence? There are 4 Steps 1 Research Research your competitors media spread 3 Differentiate Differentiate between successful publishers and failed tests 2 Penetrate Penetrate untapped global markets 4 Profile Profile the traffic sources 7

8 1 Research your competitors media spread Let s talk for a moment about corporate espionage as that used to be the only way to get this kind of information about your competitors. And, legality and morality aside... it was often resource-intensive and just plain gross. In our age of big data, there is an easier, more effective (not to mention legal, moral... and clean!) way to get the information you need. All you have to do is log on to a media intelligence platform like AdClarity all of the information you need is already there. Here's An Example For example, a Media Buyer for an online travel site may check out a strong competitor: Booking.com. Instantly, they can see that in the US alone, Booking.com is running over 5,000 campaigns on over 13,000 publishers. 8

9 Number of campaigns and publishers per country. Without a media intelligence tool in his arsenal, this Media Buyer would have an endless amount of data to sort through. Using the tool, however, his answers are just a few clicks away. 9

10 2 Penetrate untapped global markets See What Your Competitor is Running First order of business the low hanging fruit. Our Media Buyer needs to understand if there are some high value global markets in which his competitor, Booking.com, is not flooding the marketplace. Drilling down to just the last 6 months of activity, the UK is showing over 5,000 publishers. France shows over 2,000. But Belgium shows only 340 publishers, Chile shows 582. Perhaps Belgium and Chile are good nations for our Media Buyer to start out targeting. 10

11 3 Differentiate between successful publishers and failed tests So now that you know which geos to start targeting, you now need to find the right publishers to work with in those countries. Once again, your Media Intelligence tool can easily show you which ones performed well for your competitor. A Media Buyer for Dell may look at their competitor, HP, and examine their media spread in Canada. The HP campaign with the highest statistical share, or share of voice, was displayed on 4,693 publishers. Where is HP Advertising? Campaign with the highest share of voice was displayed on 4693 publishers 11

12 If we drill down to view those 4,693 publishers, we can see some that show a campaign trend with a single peak of activity. This Media Buyer can conclude that it was a test run that probably didn t work well (if it had, we would see more/longer activity). These, of course, are the failed tests the publishers to avoid working with. Avoiding them will save us test budget money, it will save us the time of running a test. Time and money two of our most valuable resources! AdClarity Reveals Which Campaigns Were Successful Single peaks of activity point out unsuccessful test traffic sources But we also find some publishers with healthy trends, showing ongoing activity which means that our competitor saw nice returns from this publisher and continued running their campaign. These are the ones we want to approach. These are the ones we want to work with. Ongoing activity uncovers successful traffic sources 12

13 4 Profile the traffic sources Now that we have some successful publishers to target, as Media Buyers, we need to better profile them. Let s take a site like ZDnet. This site, in the last month, in the US, ran over 2,000 campaigns. What can we learn? A In AdClarity we can see some important high level stats about this publisher: 1 million monthly visitors 7 million monthly page views Average CPM of $3.899 If it looks like it might be a good fit for Dell, we can continue scoping them out. B Look at their top advertisers: LogMeIn, IBM definitely the players that a Dell Media Buyer wants to be seen with. Seems like a good fit, let s continue. 13

14 C The campaigns running on this publisher are all targeting IT buyers. This is good I have a target marketing persona that is an IT Manager. But as a Dell Buyer, I may want to run campaigns there for my servers rather than my laptops or PCs for home users. * A partical list of zdnet.com s campaigns as found in AdClarity D Looking at the banners running on the site, I can tell that my intuition was right. Dell s campaigns would do well on a site like this. *Ads AdClarity has detected on zdnet.com 14

15 E Before I get too excited, I also check out the mediators, or networks, that are involved in deployment on this site. Though I see some of the networks I already use listed, I would prefer to run directly on ZDnet. * Mediators AdClarity has detected on zdnet.com F By browsing to the site and using the AdClarity contacts feature, I can filter for the right contacts and expose the full contact details, for example, of the Sales Development Manager. * Contact Details for the Sales team on zdnet.com 15

16 G Once that deal is complete, I can use AdClarity Media Intelligence to find more publishers similar to this one. There is an endless supply of traffic sources that have been proven to be successful for my target audience. *Ads AdClarity has detected on zdnet.com 16

17 To Sum It Up The Quick and Easy Way to Find Traffic Sources There you have it. By using Media Intelligence, we are able to uncover the online media activities of our competitors and other players in the industry. By doing so, we can easily discover traffic sources that are new to us, but already proven to be successful for our target audience. It not only saves time and money, it actually unveils information that is not otherwise available to us. In conclusion, we can use media intelligence to: Uncover competitors media activities Get a high level understanding of their strategies Drill down to understand specific media initiatives Duplicate (and improve on) past success Avoid failures All of that enables us to save time on manual research and testing phases and save money on test budgets and wasted funds on poor performers. The 4 steps involved are: Research your competitors media spread Penetrate untapped global markets Differentiate between successful publishers and failed tests Profile the traffic sources 17

18 How Can AdClarity Help You? AdClarity monitors the display ecosystem and aggregates immense amounts of data into meaningful and useful information you can use to find new traffic sources. Using AdClarity, you can get all of the information you need about your competitors on the proverbial silver platter, you can find untapped markets and proven traffic sources, you can target the right audience, ensure you have the best placements, and learn from the tracking and statistics that lead the industry. Want to Learn more? Sign up for a free trial today! Media Intelligence