Media buying and planning
Planning the internet media, if compared to mediaplanning in traditional media, has a few distinctions that mostly derive from two facts:
We live in a world that is changing …
This fact does not only affect digital marketing, yet it is true that this type of marketing
is the one that is most influenced by it since changes in the field of new media are even quicker and more radical than those emerging in the traditional media environment. Media segmentation has made the media planner’s work quite difficult and has changed media buying tactics forever. There are, of course, also upsides to this segmentation phenomenon, since an indefinite quantity of segmented media provides easier accessibility for target groups (fishing enthusiasts will probably search for their web portal of interest under “ribici.si” (fishing.si)), while more precise targeting can largely increase the usability of advertising. Of course, media planning on the Internet, where media segmentation is especially strong (virtually any personal site or blog can assume the role of a medium), is much more difficult yet, also, so much more efficient.
This leads to the important fact that the Internet offers methods and tactics which enable an even better use of the above resources. Through limiting the frequency of impressions per user, choosing different media buying methods, and by other means (time limitations, geographical limitations etc), advertising assets can be dispersed in such a way that they will reach the selected target groups under specified conditions. It is precisely a combination of the described approaches that is of key importance when it comes to good media planning.
… at a very quick pace!
Naturally, this means our teams need to keep up with the pace. Being updated in the fields of media, which keep appearing and disappearing almost every day, advertising formats, which are high in number as well and adapt to time-induced changes and different websites, and communication tactics (new media concepts are always accompanied by new advertising tactics) is virtually inevitable. What is more, we engage in it with enthusiasm.
The same goes for technical aspects of advertising. New advertising formats bring along new standards and new technology requirements, which we, of course, track down and apply almost immediately. This is also one reason why we cooperate with the leading web advertising software company – 24/7 Realmedia.
We live in a world that is changing …
This fact does not only affect digital marketing, yet it is true that this type of marketing
is the one that is most influenced by it since changes in the field of new media are even quicker and more radical than those emerging in the traditional media environment. Media segmentation has made the media planner’s work quite difficult and has changed media buying tactics forever. There are, of course, also upsides to this segmentation phenomenon, since an indefinite quantity of segmented media provides easier accessibility for target groups (fishing enthusiasts will probably search for their web portal of interest under “ribici.si” (fishing.si)), while more precise targeting can largely increase the usability of advertising. Of course, media planning on the Internet, where media segmentation is especially strong (virtually any personal site or blog can assume the role of a medium), is much more difficult yet, also, so much more efficient.
This leads to the important fact that the Internet offers methods and tactics which enable an even better use of the above resources. Through limiting the frequency of impressions per user, choosing different media buying methods, and by other means (time limitations, geographical limitations etc), advertising assets can be dispersed in such a way that they will reach the selected target groups under specified conditions. It is precisely a combination of the described approaches that is of key importance when it comes to good media planning.
… at a very quick pace!
Naturally, this means our teams need to keep up with the pace. Being updated in the fields of media, which keep appearing and disappearing almost every day, advertising formats, which are high in number as well and adapt to time-induced changes and different websites, and communication tactics (new media concepts are always accompanied by new advertising tactics) is virtually inevitable. What is more, we engage in it with enthusiasm.
The same goes for technical aspects of advertising. New advertising formats bring along new standards and new technology requirements, which we, of course, track down and apply almost immediately. This is also one reason why we cooperate with the leading web advertising software company – 24/7 Realmedia.