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Media Buying & Planning Tools ResourcesResult(s): 11 - 20 of 29
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Federated Media offers advertising across a network of blogs and also happens to have a very cool Web-based media buying tool that you can test drive. The blogs in their network - Boing Boing, Google Blogoscoped and Searchblog, to name a few - are some of the world's most popular and influential blogs. Their first federation, or network of blogs, is focused on digital business and culture (new networks in the categories of small business, media/entertainment and parenting are in the works). This company is interesting because: 1) This editor thinks Chairman/Publisher John Battelle is brilliant, so anything he does is worth watching; 2) It is clear that a new relationship must develop between marketers and media in the case of bloggers/authors, whose audiences demand credible, honest communication (as a matter of fact, bloggers/authors in this network must approve any marketing campaigns that run on their sites; 3) The online campaign planning tool is a great use of technology.
We remain skeptical overall about blog advertising, even though it's a great way to micro-niche. That said, we are seeing some evidence at the time of writing of clickthrough rates approaching 1% for as little as 3 cents a click. Do enough of these clickthroughs result in a sale or some other action taken that leads to a positive ROI? We're not entirely convinced yet.
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This tool generates suggested keywords for your ad campaign and reports their Google statistics such as search performance and seasonal trends. Like a fine Swiss army knife, it's many tools in one. It gives you access to both Keyword Variations and Site-Related Keywords. The Keyword Variations component gives you variations on your keywords, with a twist - you can start with keywords then explore their popularity or Google's cost and position estimates. For example, search for the phrase "online marketing" and enter the maximum bid of $1(US). You'll quickly see just how much you don't get with your paltry bid (at the time of writing you could rank at position 11 for the phrase "online marketing classes" for a bid of 86 cents). What's a marketer to do? You go back and use the Keyword Variations tool to find underutilized phrases, and price again.
The Site-Related Keyword tool works the opposite way. Enter a URL and Google will crawl that site and return to you first the keyword categories it feels are relevant, and then lists of suggested keywords per category. For example, Google crawled the WDFM home page and, based on the text on the page, decided the home page related to the categories of email newsletter, search engine optimization, seo, search engine marketing, email marketing, marketers and search engine. It then listed dozens of suggested keywords for each category which could be imported directly into a Google AdWords account/campaign. Quite a time saver.
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At the time of writing, if you use Google AdWords you will soon be able to purchase advertising online that will play on XM satellite radio as well as over-the-air radio stations and networks. That's because the dMarc platform - which was acquired by Google in January 2006 - automates the sales process, scheduling, delivery and reporting of radio advertising. Google is expanding the availability of this service from dMarc advertisers to Google's own advertisers over the next few months. It's obvious to us that Google is gunning to reinvent the way online and offline media is bought and sold. In addition, the concept of targeted advertising might soon undergo a tectonic shift. After all, your XM satellite radio receiver knows exactly where you are and who you are, because it's registered to you. Combine that with Google's targeting capabilities and think on that for a bit. We're reporting this to you now because this is so clearly a major shift in the buying and serving of advertising online. Ad agencies, Google is getting into the business of media sales for both online and offline media properties. Sit up and take notice.
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If you're a media buyer or that's one of the many hats you wear, there's no better source for daily information than this site and its accompanying Media Buyer Daily email. Published by Tig Tillinghast, who also publishes Marketing Vox, it focuses on news, tools and tactics for media buyers, regardless of the medium in which you buy. There are dozens of topics to peruse, from account services to campaigns to case studies to email to promotions to signs of doom to signs of what's to come. Or you can browse by medium: TV, print, direct, radio, interactive and outdoor are all covered here. Don't miss this one... the staff of WDFM considers it a must-read.
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Want to learn how to buy media? Try "Media Buying BootCamp," a four-day immersion into negotiation, rotation, markets, merchandising and more. The company offers both in-person training and home study, in the form of a "Media Mentor" audio cassette curriculum that repackages the live event. Visit the site for pricing, additional types of training and temporary media buying assistance.
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Mediabids allows you to buy print advertising in newspapers or magazines and/or manage an ongoing advertising campaign using a number of online tools. You can determine what you want to order and with whom in a few innovative ways. For example, you can purchase advertising in your publication of choice at its preset rate and be done with a few clicks of a button. To find your publication of choice, you can search or browse a list of publications, a list of markets or a list of topical niches. Or, you can submit an ad plan and have MediaBids help you put together a buy across a number of publications. You can also start an auction by posting your ad spending amount online and allowing publications to bid for your dollars. Finally, you can view current "publication offers", which are offers that publications have put together to sell outstanding inventory. It's not clear whether these are great deals or not from the format in which they are presented, but there are both regional and national media outlets participating.
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Power Planner automates the process of media planning via a Web-based automated planning engine. Input your planning criteria, and the tool will generate up to five alternative media plans, complete with current costs and audience delivery, in minutes. You can then run different scenarios to see how to get the most out of your media buy. Flowcharting tools and other strategic planning niceties are built right into the system, as are local advertising rates culled from a proprietary database of current rate card numbers. A no-cost test drive is available at the site.
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Does the advertising industry engage in practices that violate consumer
privacy? In response to such dastardly charges, a group of network
advertisers have formed a cooperative and have developed a set of privacy principles in conjunction with the Federal Trade Commission. The NAI's foremost commitment is to provide consumers with clear explanations of Internet advertising practices, including easy-to-understand ways to "opt out."
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Pheedo's ad network enables advertisers to place text ads in blogs and in RSS feeds, which, according to case studies on this site, have proven to be more effective in terms of clickthrough than standard email advertisements. While not forthcoming about exactly which publishers comprise the 8,000-strong Pheedo network, the company promises to deliver your contextual messages "with pinpoint accuracy" to the audiences of both micro-publishers and large media outlets. You can open an account for only $5(US). At the time of writing RSS advertising is still in the experimental stages, but it's an experiment you'd be wise to try sooner rather than later.
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This editor was intrigued to learn that former MTV VJ Adam Curry is not only a podcasting pioneer but is also the president and co-founder of the venture-backed podcast network named PodShow. Here you can create, produce and host podcast content and participate in an advertising network to actually (allegedly) make money. Those who wish to simply watch the podcasts can build their own custom channels, choosing from tens of thousands of podcasts of all genres.
This site should be interesting to marketers because it is a meld of the latest rich media trend (podcasting) plus social networking plus user-created content. In a twist on the typical advertising network campaign, several of PodShow's advertisers actually distributed what amounts to a creative brief to dozens of podcast producers (in the case of Earthlink) or tens of thousands of podcast viewers (in the case of Go Daddy) and asked them to create their own advertising to run across the network. Guess what? They participated, resulting in user-generated advertising. The times, they are a changin'. Other advertisers include AOL and Absolut Vodka. Adam, say hi to your dad Jay (a CRM marketing guru).
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