Programmatic Media Buying
Media ROI is all about targeting, placement, and timing.
Narrow your audience to increase your impact. The most cost-effective advertising medium is the one that reaches your target with maximum efficiency, relevance and impact. We are media agnostic. We have no bias towards any particular media vehicle. Our analysis and recommendations begin and end with your target customer.
Our experience includes all media including in-theater, billboards, direct mail, Internet, newspapers, magazines, mobile, transit advertising, radio advertising, local cable, spot TV and network television. We begin our Media Buying Smart Process with a thorough examination of your market. We then define your target market segments in media terms. Then we begin the analysis and negotiations to build a media plan that surrounds reaches your audience at the touch points important to them. Not to us. Not to you. Important to your audience.
Social Media Advertising
Social Media Advertising (SMA) is now larger than Google AdWords. And together, they represent more advertising dollars than all of television including network, local and cable TV combined. Why? Because SMA provides the targeting of a special interest magazine at the lowest CPM (cost per thousand) with the undeniable advantages of direct response and retargeting. While Facebook, Twitter, Instagram, Pinterest, YouTube and LinkedIn each have their advantages, Facebook with its average monthly user-base of over 1.5 billion people towering over the competition. To find out more about the advantage of each, contact Young Company.
There is a science to evaluating, negotiating, planning and buying the most efficient media buying plan for our clients. And there is an art to negotiating the most effective media buying strategies. Frankly, we are very good at both. It starts with a solid understanding of our client’s market and the types of customers they need to reach. We apply best practices in media buying to arrive at the most logical and cost-effective options. Then we get creative: meeting with the reps and stations; exploring how they can help our clients achieve their goals. The best proposal wins every time - and fortunately so do our clients.
A company that utilizes database marketing continually gathers, refines, and analyzes data about their customers, their buying history, prospects, past marketing efforts and demographics. They analyze the data to turn it into information that supports all their marketing and sales programs. More enlightened marketing companies also use customer and prospect interests and preferences, generally gathered on their web site, to tailor marketing efforts right down to the individual level. This form of behavioral targeting is growing rapidly in its effectiveness.
Direct Response Advertising
Direct response advertising focuses on delivering a message that motivates a person to take a desired action (call, visit, apply, buy, or send). Since the media and message are controlled, effectiveness of any communication effort can be measured, evaluated, and improved upon. Our clients have had success with direct response marketing in situations where an identifiable and addressable target exists, an offer that will prompt response is made and, where the budget allows, a series of packages or commercials is delivered.
The age of the Internet has brought with it a new level of interaction and accountability. As an agency steeped in technology marketing, Young Company has embraced the power of interactive marketing since the mid1990s. Today, a company’s website is often the nucleus of its marketing program. While every situation is different, we often find that the competitor with the most advanced Internet strategy is either the market leader or about to become the leader.
From a media perspective, our role is to help our clients leverage this incredible two-way medium. Our services include comprehensive reviews, competitive analysis, planning, and procurement.
We help our clients excel in search engine marketing (SEM), including search engine optimization (SEO) for natural search, as well as paid search such as Google Ad Words. Analytics plays an important role in the measurement of our client’s Internet marketing performance. Besides banners, links and sponsorships, we manage online newsletters, webcasts and email marketing campaigns. View our Digital Marketing Page
The first advertising medium, print, including newspapers and magazines, is still a favorite among consumers and marketing executives alike. Print is tangible, convenient, colorful and easy on the eyes. Although its role is changing and circulations are shrinking, print advertising still plays an important role for many of our advertising and public relations clients.
Programmatic media uses technology and data to show people the right digital ads, at the right time, in the right place, based on their likelihood to engage with the advertiser. It is all about maximizing returns. Managed well, it can be a better value for the advertiser if the parameters can be tightened to better reach the intended audience.
Here is an example: ABC Water Company makes the leap into digital advertising. They are advertising their new high alkaline water that reduces acidity in the body. They follow the lead of their competitors and advertise in Health and Fitness Monthly and on www.humanperformance.com. With a goal of reaching 100,000 prospective customers. What they fail to recognize is that their own customer research has revealed that the ABC brand is more popular with an older audience who are more interested in walking their dog than sprinting around a track and the product has limited distribution. So they end up paying an exorbitant amount per click and produce few incremental sales at a high cost per trial. Programmatic Media | Orange County | Young CompanyEnter programmatic media: ABC’s smart agency sets a lower $50 cent/click budget targeting people between the ages of 45 and 65 that own a dog and live within an eighth of a mile of a Healthy Life Market. Their ad features an incentive coupon and the Healthy Life Market brand in the ad. The online ad clicks through to a landing page which features the incentive coupon to try ABC Water when you register. Registration triggers a regular flow of useful health oriented tips through a mix of display ads and an occasional email that promotes the benefits of drinking ABC Water.
Programmatic enables more precise targeting than traditional media channels.