What is it?
Digital Display Advertising (DDA) places graphical images on publishers’ websites. These graphical images can contain video, text or pictures limited only by file size. Placements are generally bought on a tenancy (takeovers / partnerships), cost per thousand impressions basis, cost per click, cost per acquisition (large, direct response network partners) and cost per engagement (mainly video placements).
DDA can include a variety of online channels, the most common being: portals (MSN, Yahoo!, AOL), social networks (Facebook, MySpace, Bebo, LinkedIn), aggregators (Money Supermarket, U-Switch, Compare the Market), eCommerce sites (eBay, Amazon), advertising networks (Microsoft Media Network, Yahoo!, Network, Specific), traditional media (ITV, Channel 4, The Times), Demand Side Platforms (Adnetik, Right Media, Open x, Adjug) and business-to-business. Also included are emerging channels, such as in-game advertising, which is purchased in a similar way.
Media Contacts currently spend c£40m for our clients per year in this area.
Why is it important?
Digital Display Advertising can be used for building your brand online or as an acquisition channel. It allows reach and frequency to be built very quickly at a low cost. With the improvements in broadband speeds, technology and innovation, display advertising offers high reach, high impact and unrivalled targeting, making it a viable alternative to other brand channels.
For direct response, many media owners are moving to a CPA buy model, allowing clients to buy without the risk of spiraling acquisition costs. Developments of other low cost media channels/owners, such as Facebook, also give sufficient reach to generate big volumes at a low CPA. Therefore, display can be used to build sales numbers efficiently.
We have proven the influence that display has on the success of other channels, which can be measured using our proprietary reporting platform, Artemis. This allows us to look at factors including search volume as a result of display, exposure to conversion (showing true value of each channel), optimal frequency and many more. It further allows us to move away from the last click model and demonstrate the true value of the channel.
What we do
We couple talent with technology in order to ensure the optimal mix of display advertising for any given client, whether in isolation or as part of managing their overall digital or all media marketing mix.
We believe technology and clever data analytics drive the best return for our clients and have proven this time and time again.
This means that, as well as buying at unbeatable pricing (50% of our clients are audited, and always comfortably beat the pools), our proprietary Artemis technology ensures that we better understand what is working/how to buy the optimal mix of activity better than any of our competitors. This, in turn, allows us to recommend and execute activity which helps to improve our client’s bottom line.
We take display a step further by coupling technology with our media buys to ensure that maximum efficiency can be reached. We do this in a variety of ways, ranging from adopting best of breed dynamic creative, to ensuring that the right message goes out at the right time, to utilising ad verification software – making sure that media owners are delivering ads according to the brief.
The other major technological advantage we offer is our real-time bidding platform, Adnetik. This reduces the reliance on ad networks, allowing us to buy the right impression at the right time, against those users that are most likely to convert for our clients. This is now the top performing activity on the majority of our acquisition plans.
Tied to this, we also have dedicated resource for Facebook’s API tool, ensuring that we maximise its potential.
We place great importance on partnership with our suppliers to get more out of our relationships. Strong collaboration has led to stronger optimisation and increased opportunity to market on a regular basis.
Why Media Contacts?
We couple over 10 years’ worth of advertising data with best-in-breed technology to ensure that we deliver the right campaign to the right audience and generate maximum efficiency.
We employ best-in-class heads in data, technology and display to make certain that we are abreast of all new developments and ahead of the game.Our teams are integrated with their traditional media counterparts to make sure that all media channels work together seamlessly. Artemis data is then applied to guarantee the optimal online channel mix.
We are performance experts. Because we are so confident, we put our remuneration on the line.
Who Should I contact?
Paul Vassallo is our Head of Display. Paul sits on the IPA digital media group and has been in the industry for around 10 years. For more information, or if you would like us to contact you in regards to a sales enquiry, please click here.