Digital Media Planning
Digital Media planning is the method of strategically choosing a mix of media platforms to place ads over a period of time in order to achieve an advertiser’s campaign goals. When completed effectively, digital media planning strategies maximize the impact of your online advertising campaigns, leading to an increase in lead acquisition and sales.
The technique includes driving profitable consumer action by building a promotion plan across paid media. The technique includes driving profitable consumer action by building a promotion plan across paid media. With the development of mar-tech & ad-tech, we look to move beyond the screen to optimize real-time bidding and media planning & buying strategies for adding business value.
Our spectrum of services incorporates innovative strategies that meet customary media objectives, as well as a guarantee to accomplish the business targets that you have set Our team evaluates media reach, station formats, and pricing rates, plus demographics and psychographics relating to the advertiser's marketing objectives. We use premium tools which help in analyzing data according to browsing habit of users. Achieving synchronization across devices is the key to deliver creative executions across channels and encourage engagement.
There are several steps to a media plan
For any business, small, medium or large, a successful media campaign ties on two factors: Creativity and relevance of the ads and reaching out to the right audience. Here are some steps to follow when planning media for your brands.
Identifying the right audience:- As a planner, the first question to ask yourself is: Who are you reaching out to? Begin by making a detailed profile of your target viewers based on age, gender, demographics, average income, interests, etc. Identifying the key traits of your audience is a vital step toward creating a successful ad campaign.
Research on Target Market:- Having recognized the audience, the next step should be – understanding customer behavior. What platform is the audience using? What ads will work great on those platforms? How is the customer contracting with other brands? What are your competitors doing on the platform? This analysis will provide an in-depth analysis of consumer behavior and help you set your objectives.
Set the objectives:- Until the above two points are defined, the campaign is destined to fail. As the famous saying goes – Failing to plan is planning to fail. Define a clear objective. Are you planning to create brand awareness? Do you want to generate leads? Setting up clear goals will help you measure the success of your campaign.
Comparing different types of ads:- Identifying your aim viewers, their behavior and brand objectives will give you a clear picture of what ads you want to run. Based on your research, you should be ready to determine with ease, what ads (Video, Image or Text) will work best to suit your objective and audience.
Track and improvise:- Once the ad campaign is active, you will have to track its performance regularly. Is the ad reaching out to the correct audience? Is your audience engaging with the ads? At times, you will have to improvise basis your observation. Ask yourself – Is the brand message reaching out to the audience? Is the text copy getting desired clicks? Is the creative attractive enough? If the answer is no, IMPROVISE. Most importantly, keep one eye on the budget and another on the results.
Analytics and Reports:- Learn the metrics that determine a campaign’s success based on measures such as impressions, clicks, click through rates, conversion rates, etc. These analytics will also help you plan your future campaigns more effectively.