Media buying terminology<\/strong><\/h2>\n\n\n\n\n- Impressions<\/strong> \u2014 The number of times people view your advertisement.
<\/li>\n\n\n\n- Cost-per-click (CPC) <\/strong>\u2014 The amount you pay for each click on your advertisement.
<\/li>\n\n\n\n- Cost-per-mille (CPM) <\/strong>\u2014 The amount you pay per thousand impressions.
<\/li>\n\n\n\n- Ad networks<\/strong> \u2014 An intermediary connecting publishers to advertisers.
<\/li>\n\n\n\n- Creative<\/strong> \u2013 The design and style of an advertisement, e.g., Social Bar<\/a> or Banner ad.
<\/li>\n\n\n\n- Click-through rate (CTR) <\/strong>\u2014 The percentage of ad viewers that click on the suggested link.
<\/li>\n\n\n\n- Inventory<\/strong> \u2014 The amount of space a publisher has for advertisements at a specific time.
<\/li>\n\n\n\n- Targeting <\/strong>\u2014 The process of serving advertisements to specific audiences.
<\/li>\n\n\n\n- Bid <\/strong>\u2014 The maximum amount of money an advertiser is willing to pay for an ad slot.
<\/li>\n\n\n\n- Optimization<\/strong> \u2014 The process of adjusting your advertising campaign settings<\/a> to achieve better CRs and ROIs.
<\/li>\n\n\n\n- Media mix \u2014 <\/strong>The distribution of your advertising budget across different channels.<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
What is media buying?<\/strong><\/strong><\/h2>\n\n\n\nIt refers to the steps you take to acquire advertising slots. It involves buying advertisements and optimizing them to deliver the best results. <\/p>\n\n\n\n
Anyone can learn to be a media buyer for different advertising mediums, including websites, radio, television, newspapers, and social media. This article will explain what media buying entails, its types, and how it works.<\/p>\n\n\n\n
<\/div>\n\n\n\nMedia buying vs. media planning<\/strong><\/strong><\/h2>\n\n\n\nThese two roles have some overlap, but there are major differences in how they approach their work:<\/p>\n\n\n\n
\n- The media planner determines how to pass information to an audience via ads, and the buyer is focused on implementing the planner\u2019s vision.<\/li>\n<\/ul>\n\n\n\n
\n- Media planners conduct market research to understand their target audience and devise how to connect with them. The buyer is more focused on determining the cost-effectiveness of the planner\u2019s strategy and getting a good return on investment (ROI).<\/li>\n<\/ul>\n\n\n\n
\n- The media planner works mainly with an internal team of marketers. The buyer focuses on negotiating with an external team for advertising slots. <\/li>\n<\/ul>\n\n\n\n
![\"Media-planning-media-buying\"](\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2023\/05\/Media-planning-media-buying.jpg\")
<\/figure><\/div>\n\n\n<\/div>\n\n\n\nWho does media buying?<\/strong><\/strong><\/h2>\n\n\n\nMedia buying is a set of skills any professional can develop. There are still dedicated media buyers and agencies, but nowadays, affiliate marketers, PPC marketers, and even SMM pros also develop media buying skills.<\/p>\n\n\n\n
<\/div>\n\n\n\nTypes of media buying<\/strong><\/strong><\/h2>\n\n\n\nNow that you know what media buying is about, the next important thing is knowing its different types. There are endless types of ad buying in both the online and offline world. Digital channels include websites, social media, video sponsorships, etc. The more traditional channels include radio, television, and live events. Let\u2019s examine them below:<\/p>\n\n\n\n
<\/div>\n\n\n\nOnline media buying<\/strong><\/strong><\/h3>\n\n\n\nThere are endless mediums for advertising online. You have likely seen an In-Page Push ad on a website<\/a>, a shopping ad on a social media page, or a video ad on YouTube. You also have probably encountered an ad after typing a search query on Google or Bing. These are common online advertising mediums where affiliate marketers and brands can connect with a relevant audience.<\/p>\n\n\n\nAdsterra lets you target ads according to country, language, operating system, type of device, and many more filters. Try budget-friendly media buying.<\/em><\/p>\n\n\n\n<\/div>\n\n\nLaunch ads<\/a><\/div>\n\n\n\n<\/div>\n\n\n\nTelevision<\/strong><\/strong><\/h3>\n\n\n\nRemember that time you were watching your favorite TV show and had to watch a 30-second commercial? What you encountered was the media buying process for television.<\/p>\n\n\n
\n![\"example-of-a-television-ad\"](\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2023\/05\/example-of-a-television-ad.jpg\")
Example of a television ad from QRCode Tiger<\/a>
<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nAdvertising is very common on television channels, as it\u2019s how the owners make money to maintain their channels and license more content for viewers. However, TV ads are witnessing slow growth: according to Statista<\/a>, the global market is predicted to reach $174 billion by 2024, compared to $171 billion as of 2022.<\/p>\n\n\n\n<\/div>\n\n\n\nRadio<\/strong><\/strong><\/h3>\n\n\n\nOver 3 billion<\/a> people listen to the radio worldwide. This figure includes both people who use traditional radios and those who tune into online radio channels. We also now have live or recorded podcasts that resemble traditional radio. One thing common with all of them is advertising. You\u2019ll likely hear ads between breaks, demonstrating the radio ad-buying process.<\/p>\n\n\n\n<\/div>\n\n\n\nLive Events<\/strong><\/strong><\/h3>\n\n\n\nDuring live events like musical concerts, you may see a large LED screen displaying ads between performances. Brands pay top dollar to book these ad slots and showcase themselves to a large audience. You can also see billboards, flyers, tour buses, etc., with advertisements at live events. Wherever humans congregate, there\u2019ll likely be advertisements, so live events are not left out of the buying process.<\/p>\n\n\n\n
<\/div>\n\n\n\nHow does media buying work?<\/strong><\/strong><\/h2>\n\n\n\nIt takes many steps to plan and deploy advertisements successfully. You first have to define your campaign goals and identify the audience it’s meant for. You also have to conduct market research to understand the audience better and choose the best campaign channels to reach them. Then comes planning the strategy, buying ads<\/a>, and optimizing it for good results.<\/p>\n\n\n\n![\"Media-buying-process\"](\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2023\/05\/Media-buying-process.jpg\")
<\/figure><\/div>\n\n\n<\/div>\n\n\n\nLet\u2019s examine it step-by-step.<\/p>\n\n\n\n
<\/div>\n\n\n\n1. Defining your goals<\/strong><\/strong><\/h3>\n\n\n\nThere are endless opinions about which advertising channel will deliver the best results. But, you have to streamline your target and focus on a few channels. You do this by defining your core business goals and what you want to achieve from the ads. Is it more sales, new signups, or new leads? What exact metrics are you targeting?<\/p>\n\n\n\n
Your goals will fall under these categories:<\/p>\n\n\n\n
\n- Awareness<\/strong>: When the objective is to spread the word about your brand.<\/li>\n\n\n\n
- Conversion<\/strong>: The goal is to generate new leads, signups, or purchases.<\/li>\n\n\n\n
- Branding<\/strong>: To ensure that customers remain engaged with your brand and become repeat buyers.<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
2. Identifying the target audience<\/strong><\/strong><\/h3>\n\n\n\nAfter setting your campaign goals, you have to identify the specific target audience for your campaign. Who exactly are you trying to reach? Is it millennials, or is it the older generation? Is it high school kids or college students? Maybe it\u2019s the fans of a particular sport like football or basketball. There are endless possibilities for a target audience.<\/p>\n\n\n
\n![\"Custom-audiences-customer-data-and-big-data\"](\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2023\/05\/Custom-audiences-customer-data-and-big-data.jpg\")
<\/figure><\/div>\n\n\n<\/div>\n\n\n\nNote that different demographics are best suited for different categories of products. For example, if you\u2019re selling hip clothing and fashion accessories, millennials should be your ideal target and not folks above 50 years old.<\/p>\n\n\n\n
<\/div>\n\n\n\n3. Conducting market research<\/strong><\/strong><\/h3>\n\n\n\nAfter identifying your target audience, you need to research to understand them better. Don\u2019t make assumptions about any demographic because you\u2019ll likely see wrong results. Research extensively to know which mediums are best for connecting with your target audience.<\/p>\n\n\n\n
What websites does your target audience visit most? What time do they browse the internet\/watch TV\/listen to the radio? When are they indoors or outdoors? The aim is to have a data-driven marketing strategy and figure out the right spots to place your ads.<\/p>\n\n\n\n
<\/div>\n\n\n\n4. Select a campaign type and channel<\/strong><\/strong><\/h3>\n\n\n\nAfter defining your goals, identifying your target audience, and conducting extensive market research, you have come a long way. You now have to select the campaign channels where you want to connect with your intended audience.<\/p>\n\n\n\n
The most popular campaign channels include search ads, display ad networks, social media, direct traffic, and programmatic advertising<\/a>. Each one has its unique features, which we\u2019ll expand on below.<\/p>\n\n\n\n<\/div>\n\n\n\nSearch ads<\/strong><\/strong><\/h4>\n\n\n\nThis channel involves showing ads to users based on their search queries. It’s very effective because the user has already demonstrated intent by searching for keywords related to your ad. For example, if you\u2019re selling smartphones, you can bid to place your ads on search queries like \u201cphones,\u201d \u201csmartphones,\u201d \u201cmobile phones,\u201d and \u201cmobile devices.\u201d<\/p>\n\n\n
\n![\"Search-ad-example\"](\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2023\/05\/Search-ad-example.jpg\")
Search ad example<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nWhen someone searches for one of these queries and sees your ad, they may be drawn to click on it. Search ads are very competitive because you\u2019ll bid for advertising slots in real time alongside other media buyers.<\/p>\n\n\n\n
<\/div>\n\n\n\nDisplay ads or advertising networks<\/strong><\/strong><\/h4>\n\n\n\nDisplay advertising<\/a> is common on websites, most likely as a banner or browser push ad with a link that leads the user to the advertiser\u2019s web page. Advertising networks aggregate ad slots from various publishers and match them with advertiser demand. So, you can easily sign up on a network and deploy your ads across different websites.<\/p>\n\n\n\n![\"Example-of-Social-Bar-from-Adsterra\"](\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2023\/05\/Example-of-Social-Bar-from-Adsterra-1.jpg\")
Example of Social Bar from Adsterra<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nYou can pay for display ads in several ways, including cost-per-click (CPC), cost-per-action (CPA), and cost-per-mille (CPM). If your goal is generating views, then picking the CPM option is advisable. CPA or CPC is the better option if you want to get conversions.<\/p>\n\n\n\n
Adsterra gives advertisers access over to 35,000 direct publishers generating more than 35 billion monthly ad impressions. We support multiple ad formats, including Social Bar and Popunders.<\/em><\/p>\n\n\n\n<\/div>\n\n\nAdvertise Now<\/a><\/div>\n\n\n\n<\/div>\n\n\n\nProgrammatic media buying<\/strong><\/strong><\/h4>\n\n\n\nProgrammatic advertising<\/a> implies using automated technology to acquire ad slots instead of doing that manually. You sign up on the demand-side platform (DSP) to bid for ads on the supply-side platform (SSP). Algorithms determine the optimal time to show your ads for the best results. This type of advertising is cost-effective and can help maximize your return on investment (ROI).<\/p>\n\n\n\nRTB (Real Time Bidding)<\/a> is also a popular programmatic media buying type. It is an auction-based media buying strategy used by media buyers and publishers for buying and selling ad space instantaneously in real-time. Adsterra’s RTB Platform supports automated buying of ad impressions in real-time auctions.<\/p>\n\n\n![\"Programmatic-media-buying\"](\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2023\/05\/Programmatic-media-buying.jpg\")
<\/figure>\n\n\n<\/div>\n\n\n\nSocial media<\/strong><\/strong><\/h4>\n\n\n\nThere are various social media platforms with billions of users globally. Well-known ones include TikTok, Facebook, Instagram, and Reddit. They allow advertisers to deploy ads and connect with users. A benefit of social media advertising is that you can use visually-appealing formats to draw user attention. You can also target your ads according to demographics, location, interests, purchase habits, etc.<\/p>\n\n\n
\n![\"Sample-social-media-ad\"](\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2023\/05\/Sample-social-media-ad.jpg\")
Sample social media ad
<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\n5. Planning the campaign strategy<\/strong><\/strong><\/h3>\n\n\n\nWith all your objectives ready, it\u2019s time to strategize how to deploy your campaign. The primary thing to consider here is your budget. How much are you willing to spend on ads? If you\u2019re advertising on multiple channels, what\u2019s the budget distribution between them?<\/p>\n\n\n\n
It\u2019s essential to draw up a formal budget and stick to it. The good thing about online advertising is that it supports smaller budgets, unlike radio, TV, and live events, which are usually expensive and out of reach for small businesses.<\/p>\n\n\n\n
<\/p>\n\n\n
\n![\"Planning-the-campaign-strategy\"](\"https:\/\/blogdev.adsterratech.com\/blog\/wp-content\/uploads\/2023\/05\/Planning-the-campaign-strategy.jpg\")
<\/figure><\/div>\n\n\n<\/p>\n\n\n\n
Coming up with a suitable online media buying strategy will enable you to reach your target audience effectively and efficiently. <\/p>\n\n\n\n
Adsterra\u2019s global advertising network furnishes 15,000 advertisers with powerful campaign pricing tools such as CPM, CPC, and CPA, boosting their campaign results with traffic from 248 GEOs targeted across all devices.<\/em><\/p>\n\n\n\n<\/div>\n\n\nStart Bidding<\/a><\/div>\n\n\n\n<\/div>\n\n\n\n6. Purchasing ad placements<\/strong><\/strong><\/h3>\n\n\n\nAt this point, you can start purchasing your ad placements across different advertising channels. Most digital advertising platforms have self-serve options<\/a>, so you don\u2019t even need to contact a human representative before placing ads. You can simply sign up on the platform, provide payment details, and start bidding for ad slots.<\/p>\n\n\n\n<\/div>\n\n\n\n7. Launch the campaign<\/strong><\/strong><\/h3>\n\n\n\nOnce you have purchased the required ad slots, you can launch the campaign and sit back in your chair. But, no, it doesn\u2019t stop there\u2026<\/p>\n\n\n\n
<\/div>\n\n\n\n8. Measuring results<\/strong><\/strong><\/h3>\n\n\n\nYou can\u2019t just deploy a campaign and call it a day. You have to constantly monitor it and ensure it gives the intended results. If not, it\u2019s a signal to make adjustments and check for progress. Important metrics to monitor include your conversion rate, click-through rate, cost per lead, number of page views, etc.<\/p>\n\n\n\n
Ensure you understand your target audience and create the type of advertising content they want. Run A\/B tests to see what works and what doesn\u2019t. The case study below is a good example of ad optimization delivering successful results.<\/p>\n\n\n\n
<\/li>\n\n\n\n
<\/li>\n\n\n\n
<\/li>\n\n\n\n
<\/li>\n\n\n\n
<\/li>\n\n\n\n
<\/li>\n\n\n\n
<\/li>\n\n\n\n
<\/li>\n\n\n\n
<\/li>\n\n\n\n
<\/li>\n\n\n\n
What is media buying?<\/strong><\/strong><\/h2>\n\n\n\nIt refers to the steps you take to acquire advertising slots. It involves buying advertisements and optimizing them to deliver the best results. <\/p>\n\n\n\n
Anyone can learn to be a media buyer for different advertising mediums, including websites, radio, television, newspapers, and social media. This article will explain what media buying entails, its types, and how it works.<\/p>\n\n\n\n
<\/div>\n\n\n\nMedia buying vs. media planning<\/strong><\/strong><\/h2>\n\n\n\nThese two roles have some overlap, but there are major differences in how they approach their work:<\/p>\n\n\n\n
\n- The media planner determines how to pass information to an audience via ads, and the buyer is focused on implementing the planner\u2019s vision.<\/li>\n<\/ul>\n\n\n\n
\n- Media planners conduct market research to understand their target audience and devise how to connect with them. The buyer is more focused on determining the cost-effectiveness of the planner\u2019s strategy and getting a good return on investment (ROI).<\/li>\n<\/ul>\n\n\n\n
\n- The media planner works mainly with an internal team of marketers. The buyer focuses on negotiating with an external team for advertising slots. <\/li>\n<\/ul>\n\n\n\n
<\/figure><\/div>\n\n\n<\/div>\n\n\n\nWho does media buying?<\/strong><\/strong><\/h2>\n\n\n\nMedia buying is a set of skills any professional can develop. There are still dedicated media buyers and agencies, but nowadays, affiliate marketers, PPC marketers, and even SMM pros also develop media buying skills.<\/p>\n\n\n\n
<\/div>\n\n\n\nTypes of media buying<\/strong><\/strong><\/h2>\n\n\n\nNow that you know what media buying is about, the next important thing is knowing its different types. There are endless types of ad buying in both the online and offline world. Digital channels include websites, social media, video sponsorships, etc. The more traditional channels include radio, television, and live events. Let\u2019s examine them below:<\/p>\n\n\n\n
<\/div>\n\n\n\nOnline media buying<\/strong><\/strong><\/h3>\n\n\n\nThere are endless mediums for advertising online. You have likely seen an In-Page Push ad on a website<\/a>, a shopping ad on a social media page, or a video ad on YouTube. You also have probably encountered an ad after typing a search query on Google or Bing. These are common online advertising mediums where affiliate marketers and brands can connect with a relevant audience.<\/p>\n\n\n\nAdsterra lets you target ads according to country, language, operating system, type of device, and many more filters. Try budget-friendly media buying.<\/em><\/p>\n\n\n\n<\/div>\n\n\nLaunch ads<\/a><\/div>\n\n\n\n<\/div>\n\n\n\nTelevision<\/strong><\/strong><\/h3>\n\n\n\nRemember that time you were watching your favorite TV show and had to watch a 30-second commercial? What you encountered was the media buying process for television.<\/p>\n\n\n
\nExample of a television ad from QRCode Tiger<\/a>
<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nAdvertising is very common on television channels, as it\u2019s how the owners make money to maintain their channels and license more content for viewers. However, TV ads are witnessing slow growth: according to Statista<\/a>, the global market is predicted to reach $174 billion by 2024, compared to $171 billion as of 2022.<\/p>\n\n\n\n<\/div>\n\n\n\nRadio<\/strong><\/strong><\/h3>\n\n\n\nOver 3 billion<\/a> people listen to the radio worldwide. This figure includes both people who use traditional radios and those who tune into online radio channels. We also now have live or recorded podcasts that resemble traditional radio. One thing common with all of them is advertising. You\u2019ll likely hear ads between breaks, demonstrating the radio ad-buying process.<\/p>\n\n\n\n<\/div>\n\n\n\nLive Events<\/strong><\/strong><\/h3>\n\n\n\nDuring live events like musical concerts, you may see a large LED screen displaying ads between performances. Brands pay top dollar to book these ad slots and showcase themselves to a large audience. You can also see billboards, flyers, tour buses, etc., with advertisements at live events. Wherever humans congregate, there\u2019ll likely be advertisements, so live events are not left out of the buying process.<\/p>\n\n\n\n
<\/div>\n\n\n\nHow does media buying work?<\/strong><\/strong><\/h2>\n\n\n\nIt takes many steps to plan and deploy advertisements successfully. You first have to define your campaign goals and identify the audience it’s meant for. You also have to conduct market research to understand the audience better and choose the best campaign channels to reach them. Then comes planning the strategy, buying ads<\/a>, and optimizing it for good results.<\/p>\n\n\n\n<\/figure><\/div>\n\n\n<\/div>\n\n\n\nLet\u2019s examine it step-by-step.<\/p>\n\n\n\n
<\/div>\n\n\n\n1. Defining your goals<\/strong><\/strong><\/h3>\n\n\n\nThere are endless opinions about which advertising channel will deliver the best results. But, you have to streamline your target and focus on a few channels. You do this by defining your core business goals and what you want to achieve from the ads. Is it more sales, new signups, or new leads? What exact metrics are you targeting?<\/p>\n\n\n\n
Your goals will fall under these categories:<\/p>\n\n\n\n
\n- Awareness<\/strong>: When the objective is to spread the word about your brand.<\/li>\n\n\n\n
- Conversion<\/strong>: The goal is to generate new leads, signups, or purchases.<\/li>\n\n\n\n
- Branding<\/strong>: To ensure that customers remain engaged with your brand and become repeat buyers.<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
2. Identifying the target audience<\/strong><\/strong><\/h3>\n\n\n\nAfter setting your campaign goals, you have to identify the specific target audience for your campaign. Who exactly are you trying to reach? Is it millennials, or is it the older generation? Is it high school kids or college students? Maybe it\u2019s the fans of a particular sport like football or basketball. There are endless possibilities for a target audience.<\/p>\n\n\n
\n<\/figure><\/div>\n\n\n<\/div>\n\n\n\nNote that different demographics are best suited for different categories of products. For example, if you\u2019re selling hip clothing and fashion accessories, millennials should be your ideal target and not folks above 50 years old.<\/p>\n\n\n\n
<\/div>\n\n\n\n3. Conducting market research<\/strong><\/strong><\/h3>\n\n\n\nAfter identifying your target audience, you need to research to understand them better. Don\u2019t make assumptions about any demographic because you\u2019ll likely see wrong results. Research extensively to know which mediums are best for connecting with your target audience.<\/p>\n\n\n\n
What websites does your target audience visit most? What time do they browse the internet\/watch TV\/listen to the radio? When are they indoors or outdoors? The aim is to have a data-driven marketing strategy and figure out the right spots to place your ads.<\/p>\n\n\n\n
<\/div>\n\n\n\n4. Select a campaign type and channel<\/strong><\/strong><\/h3>\n\n\n\nAfter defining your goals, identifying your target audience, and conducting extensive market research, you have come a long way. You now have to select the campaign channels where you want to connect with your intended audience.<\/p>\n\n\n\n
The most popular campaign channels include search ads, display ad networks, social media, direct traffic, and programmatic advertising<\/a>. Each one has its unique features, which we\u2019ll expand on below.<\/p>\n\n\n\n<\/div>\n\n\n\nSearch ads<\/strong><\/strong><\/h4>\n\n\n\nThis channel involves showing ads to users based on their search queries. It’s very effective because the user has already demonstrated intent by searching for keywords related to your ad. For example, if you\u2019re selling smartphones, you can bid to place your ads on search queries like \u201cphones,\u201d \u201csmartphones,\u201d \u201cmobile phones,\u201d and \u201cmobile devices.\u201d<\/p>\n\n\n
\nSearch ad example<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nWhen someone searches for one of these queries and sees your ad, they may be drawn to click on it. Search ads are very competitive because you\u2019ll bid for advertising slots in real time alongside other media buyers.<\/p>\n\n\n\n
<\/div>\n\n\n\nDisplay ads or advertising networks<\/strong><\/strong><\/h4>\n\n\n\nDisplay advertising<\/a> is common on websites, most likely as a banner or browser push ad with a link that leads the user to the advertiser\u2019s web page. Advertising networks aggregate ad slots from various publishers and match them with advertiser demand. So, you can easily sign up on a network and deploy your ads across different websites.<\/p>\n\n\n\nExample of Social Bar from Adsterra<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nYou can pay for display ads in several ways, including cost-per-click (CPC), cost-per-action (CPA), and cost-per-mille (CPM). If your goal is generating views, then picking the CPM option is advisable. CPA or CPC is the better option if you want to get conversions.<\/p>\n\n\n\n
Adsterra gives advertisers access over to 35,000 direct publishers generating more than 35 billion monthly ad impressions. We support multiple ad formats, including Social Bar and Popunders.<\/em><\/p>\n\n\n\n<\/div>\n\n\nAdvertise Now<\/a><\/div>\n\n\n\n<\/div>\n\n\n\nProgrammatic media buying<\/strong><\/strong><\/h4>\n\n\n\nProgrammatic advertising<\/a> implies using automated technology to acquire ad slots instead of doing that manually. You sign up on the demand-side platform (DSP) to bid for ads on the supply-side platform (SSP). Algorithms determine the optimal time to show your ads for the best results. This type of advertising is cost-effective and can help maximize your return on investment (ROI).<\/p>\n\n\n\nRTB (Real Time Bidding)<\/a> is also a popular programmatic media buying type. It is an auction-based media buying strategy used by media buyers and publishers for buying and selling ad space instantaneously in real-time. Adsterra’s RTB Platform supports automated buying of ad impressions in real-time auctions.<\/p>\n\n\n<\/figure>\n\n\n<\/div>\n\n\n\nSocial media<\/strong><\/strong><\/h4>\n\n\n\nThere are various social media platforms with billions of users globally. Well-known ones include TikTok, Facebook, Instagram, and Reddit. They allow advertisers to deploy ads and connect with users. A benefit of social media advertising is that you can use visually-appealing formats to draw user attention. You can also target your ads according to demographics, location, interests, purchase habits, etc.<\/p>\n\n\n
\nSample social media ad
<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\n5. Planning the campaign strategy<\/strong><\/strong><\/h3>\n\n\n\nWith all your objectives ready, it\u2019s time to strategize how to deploy your campaign. The primary thing to consider here is your budget. How much are you willing to spend on ads? If you\u2019re advertising on multiple channels, what\u2019s the budget distribution between them?<\/p>\n\n\n\n
It\u2019s essential to draw up a formal budget and stick to it. The good thing about online advertising is that it supports smaller budgets, unlike radio, TV, and live events, which are usually expensive and out of reach for small businesses.<\/p>\n\n\n\n
<\/p>\n\n\n
\n<\/figure><\/div>\n\n\n<\/p>\n\n\n\n
Coming up with a suitable online media buying strategy will enable you to reach your target audience effectively and efficiently. <\/p>\n\n\n\n
Adsterra\u2019s global advertising network furnishes 15,000 advertisers with powerful campaign pricing tools such as CPM, CPC, and CPA, boosting their campaign results with traffic from 248 GEOs targeted across all devices.<\/em><\/p>\n\n\n\n<\/div>\n\n\nStart Bidding<\/a><\/div>\n\n\n\n<\/div>\n\n\n\n6. Purchasing ad placements<\/strong><\/strong><\/h3>\n\n\n\nAt this point, you can start purchasing your ad placements across different advertising channels. Most digital advertising platforms have self-serve options<\/a>, so you don\u2019t even need to contact a human representative before placing ads. You can simply sign up on the platform, provide payment details, and start bidding for ad slots.<\/p>\n\n\n\n<\/div>\n\n\n\n7. Launch the campaign<\/strong><\/strong><\/h3>\n\n\n\nOnce you have purchased the required ad slots, you can launch the campaign and sit back in your chair. But, no, it doesn\u2019t stop there\u2026<\/p>\n\n\n\n
<\/div>\n\n\n\n8. Measuring results<\/strong><\/strong><\/h3>\n\n\n\nYou can\u2019t just deploy a campaign and call it a day. You have to constantly monitor it and ensure it gives the intended results. If not, it\u2019s a signal to make adjustments and check for progress. Important metrics to monitor include your conversion rate, click-through rate, cost per lead, number of page views, etc.<\/p>\n\n\n\n
Ensure you understand your target audience and create the type of advertising content they want. Run A\/B tests to see what works and what doesn\u2019t. The case study below is a good example of ad optimization delivering successful results.<\/p>\n\n\n\n
Media buying vs. media planning<\/strong><\/strong><\/h2>\n\n\n\nThese two roles have some overlap, but there are major differences in how they approach their work:<\/p>\n\n\n\n
\n- The media planner determines how to pass information to an audience via ads, and the buyer is focused on implementing the planner\u2019s vision.<\/li>\n<\/ul>\n\n\n\n
\n- Media planners conduct market research to understand their target audience and devise how to connect with them. The buyer is more focused on determining the cost-effectiveness of the planner\u2019s strategy and getting a good return on investment (ROI).<\/li>\n<\/ul>\n\n\n\n
\n- The media planner works mainly with an internal team of marketers. The buyer focuses on negotiating with an external team for advertising slots. <\/li>\n<\/ul>\n\n\n\n
<\/figure><\/div>\n\n\n<\/div>\n\n\n\nWho does media buying?<\/strong><\/strong><\/h2>\n\n\n\nMedia buying is a set of skills any professional can develop. There are still dedicated media buyers and agencies, but nowadays, affiliate marketers, PPC marketers, and even SMM pros also develop media buying skills.<\/p>\n\n\n\n
<\/div>\n\n\n\nTypes of media buying<\/strong><\/strong><\/h2>\n\n\n\nNow that you know what media buying is about, the next important thing is knowing its different types. There are endless types of ad buying in both the online and offline world. Digital channels include websites, social media, video sponsorships, etc. The more traditional channels include radio, television, and live events. Let\u2019s examine them below:<\/p>\n\n\n\n
<\/div>\n\n\n\nOnline media buying<\/strong><\/strong><\/h3>\n\n\n\nThere are endless mediums for advertising online. You have likely seen an In-Page Push ad on a website<\/a>, a shopping ad on a social media page, or a video ad on YouTube. You also have probably encountered an ad after typing a search query on Google or Bing. These are common online advertising mediums where affiliate marketers and brands can connect with a relevant audience.<\/p>\n\n\n\nAdsterra lets you target ads according to country, language, operating system, type of device, and many more filters. Try budget-friendly media buying.<\/em><\/p>\n\n\n\n<\/div>\n\n\nLaunch ads<\/a><\/div>\n\n\n\n<\/div>\n\n\n\nTelevision<\/strong><\/strong><\/h3>\n\n\n\nRemember that time you were watching your favorite TV show and had to watch a 30-second commercial? What you encountered was the media buying process for television.<\/p>\n\n\n
\nExample of a television ad from QRCode Tiger<\/a>
<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nAdvertising is very common on television channels, as it\u2019s how the owners make money to maintain their channels and license more content for viewers. However, TV ads are witnessing slow growth: according to Statista<\/a>, the global market is predicted to reach $174 billion by 2024, compared to $171 billion as of 2022.<\/p>\n\n\n\n<\/div>\n\n\n\nRadio<\/strong><\/strong><\/h3>\n\n\n\nOver 3 billion<\/a> people listen to the radio worldwide. This figure includes both people who use traditional radios and those who tune into online radio channels. We also now have live or recorded podcasts that resemble traditional radio. One thing common with all of them is advertising. You\u2019ll likely hear ads between breaks, demonstrating the radio ad-buying process.<\/p>\n\n\n\n<\/div>\n\n\n\nLive Events<\/strong><\/strong><\/h3>\n\n\n\nDuring live events like musical concerts, you may see a large LED screen displaying ads between performances. Brands pay top dollar to book these ad slots and showcase themselves to a large audience. You can also see billboards, flyers, tour buses, etc., with advertisements at live events. Wherever humans congregate, there\u2019ll likely be advertisements, so live events are not left out of the buying process.<\/p>\n\n\n\n
<\/div>\n\n\n\nHow does media buying work?<\/strong><\/strong><\/h2>\n\n\n\nIt takes many steps to plan and deploy advertisements successfully. You first have to define your campaign goals and identify the audience it’s meant for. You also have to conduct market research to understand the audience better and choose the best campaign channels to reach them. Then comes planning the strategy, buying ads<\/a>, and optimizing it for good results.<\/p>\n\n\n\n<\/figure><\/div>\n\n\n<\/div>\n\n\n\nLet\u2019s examine it step-by-step.<\/p>\n\n\n\n
<\/div>\n\n\n\n1. Defining your goals<\/strong><\/strong><\/h3>\n\n\n\nThere are endless opinions about which advertising channel will deliver the best results. But, you have to streamline your target and focus on a few channels. You do this by defining your core business goals and what you want to achieve from the ads. Is it more sales, new signups, or new leads? What exact metrics are you targeting?<\/p>\n\n\n\n
Your goals will fall under these categories:<\/p>\n\n\n\n
\n- Awareness<\/strong>: When the objective is to spread the word about your brand.<\/li>\n\n\n\n
- Conversion<\/strong>: The goal is to generate new leads, signups, or purchases.<\/li>\n\n\n\n
- Branding<\/strong>: To ensure that customers remain engaged with your brand and become repeat buyers.<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
2. Identifying the target audience<\/strong><\/strong><\/h3>\n\n\n\nAfter setting your campaign goals, you have to identify the specific target audience for your campaign. Who exactly are you trying to reach? Is it millennials, or is it the older generation? Is it high school kids or college students? Maybe it\u2019s the fans of a particular sport like football or basketball. There are endless possibilities for a target audience.<\/p>\n\n\n
\n<\/figure><\/div>\n\n\n<\/div>\n\n\n\nNote that different demographics are best suited for different categories of products. For example, if you\u2019re selling hip clothing and fashion accessories, millennials should be your ideal target and not folks above 50 years old.<\/p>\n\n\n\n
<\/div>\n\n\n\n3. Conducting market research<\/strong><\/strong><\/h3>\n\n\n\nAfter identifying your target audience, you need to research to understand them better. Don\u2019t make assumptions about any demographic because you\u2019ll likely see wrong results. Research extensively to know which mediums are best for connecting with your target audience.<\/p>\n\n\n\n
What websites does your target audience visit most? What time do they browse the internet\/watch TV\/listen to the radio? When are they indoors or outdoors? The aim is to have a data-driven marketing strategy and figure out the right spots to place your ads.<\/p>\n\n\n\n
<\/div>\n\n\n\n4. Select a campaign type and channel<\/strong><\/strong><\/h3>\n\n\n\nAfter defining your goals, identifying your target audience, and conducting extensive market research, you have come a long way. You now have to select the campaign channels where you want to connect with your intended audience.<\/p>\n\n\n\n
The most popular campaign channels include search ads, display ad networks, social media, direct traffic, and programmatic advertising<\/a>. Each one has its unique features, which we\u2019ll expand on below.<\/p>\n\n\n\n<\/div>\n\n\n\nSearch ads<\/strong><\/strong><\/h4>\n\n\n\nThis channel involves showing ads to users based on their search queries. It’s very effective because the user has already demonstrated intent by searching for keywords related to your ad. For example, if you\u2019re selling smartphones, you can bid to place your ads on search queries like \u201cphones,\u201d \u201csmartphones,\u201d \u201cmobile phones,\u201d and \u201cmobile devices.\u201d<\/p>\n\n\n
\nSearch ad example<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nWhen someone searches for one of these queries and sees your ad, they may be drawn to click on it. Search ads are very competitive because you\u2019ll bid for advertising slots in real time alongside other media buyers.<\/p>\n\n\n\n
<\/div>\n\n\n\nDisplay ads or advertising networks<\/strong><\/strong><\/h4>\n\n\n\nDisplay advertising<\/a> is common on websites, most likely as a banner or browser push ad with a link that leads the user to the advertiser\u2019s web page. Advertising networks aggregate ad slots from various publishers and match them with advertiser demand. So, you can easily sign up on a network and deploy your ads across different websites.<\/p>\n\n\n\nExample of Social Bar from Adsterra<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nYou can pay for display ads in several ways, including cost-per-click (CPC), cost-per-action (CPA), and cost-per-mille (CPM). If your goal is generating views, then picking the CPM option is advisable. CPA or CPC is the better option if you want to get conversions.<\/p>\n\n\n\n
Adsterra gives advertisers access over to 35,000 direct publishers generating more than 35 billion monthly ad impressions. We support multiple ad formats, including Social Bar and Popunders.<\/em><\/p>\n\n\n\n<\/div>\n\n\nAdvertise Now<\/a><\/div>\n\n\n\n<\/div>\n\n\n\nProgrammatic media buying<\/strong><\/strong><\/h4>\n\n\n\nProgrammatic advertising<\/a> implies using automated technology to acquire ad slots instead of doing that manually. You sign up on the demand-side platform (DSP) to bid for ads on the supply-side platform (SSP). Algorithms determine the optimal time to show your ads for the best results. This type of advertising is cost-effective and can help maximize your return on investment (ROI).<\/p>\n\n\n\nRTB (Real Time Bidding)<\/a> is also a popular programmatic media buying type. It is an auction-based media buying strategy used by media buyers and publishers for buying and selling ad space instantaneously in real-time. Adsterra’s RTB Platform supports automated buying of ad impressions in real-time auctions.<\/p>\n\n\n<\/figure>\n\n\n<\/div>\n\n\n\nSocial media<\/strong><\/strong><\/h4>\n\n\n\nThere are various social media platforms with billions of users globally. Well-known ones include TikTok, Facebook, Instagram, and Reddit. They allow advertisers to deploy ads and connect with users. A benefit of social media advertising is that you can use visually-appealing formats to draw user attention. You can also target your ads according to demographics, location, interests, purchase habits, etc.<\/p>\n\n\n
\nSample social media ad
<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\n5. Planning the campaign strategy<\/strong><\/strong><\/h3>\n\n\n\nWith all your objectives ready, it\u2019s time to strategize how to deploy your campaign. The primary thing to consider here is your budget. How much are you willing to spend on ads? If you\u2019re advertising on multiple channels, what\u2019s the budget distribution between them?<\/p>\n\n\n\n
It\u2019s essential to draw up a formal budget and stick to it. The good thing about online advertising is that it supports smaller budgets, unlike radio, TV, and live events, which are usually expensive and out of reach for small businesses.<\/p>\n\n\n\n
<\/p>\n\n\n
\n<\/figure><\/div>\n\n\n<\/p>\n\n\n\n
Coming up with a suitable online media buying strategy will enable you to reach your target audience effectively and efficiently. <\/p>\n\n\n\n
Adsterra\u2019s global advertising network furnishes 15,000 advertisers with powerful campaign pricing tools such as CPM, CPC, and CPA, boosting their campaign results with traffic from 248 GEOs targeted across all devices.<\/em><\/p>\n\n\n\n<\/div>\n\n\nStart Bidding<\/a><\/div>\n\n\n\n<\/div>\n\n\n\n6. Purchasing ad placements<\/strong><\/strong><\/h3>\n\n\n\nAt this point, you can start purchasing your ad placements across different advertising channels. Most digital advertising platforms have self-serve options<\/a>, so you don\u2019t even need to contact a human representative before placing ads. You can simply sign up on the platform, provide payment details, and start bidding for ad slots.<\/p>\n\n\n\n<\/div>\n\n\n\n7. Launch the campaign<\/strong><\/strong><\/h3>\n\n\n\nOnce you have purchased the required ad slots, you can launch the campaign and sit back in your chair. But, no, it doesn\u2019t stop there\u2026<\/p>\n\n\n\n
<\/div>\n\n\n\n8. Measuring results<\/strong><\/strong><\/h3>\n\n\n\nYou can\u2019t just deploy a campaign and call it a day. You have to constantly monitor it and ensure it gives the intended results. If not, it\u2019s a signal to make adjustments and check for progress. Important metrics to monitor include your conversion rate, click-through rate, cost per lead, number of page views, etc.<\/p>\n\n\n\n
Ensure you understand your target audience and create the type of advertising content they want. Run A\/B tests to see what works and what doesn\u2019t. The case study below is a good example of ad optimization delivering successful results.<\/p>\n\n\n\n
- \n
- Media planners conduct market research to understand their target audience and devise how to connect with them. The buyer is more focused on determining the cost-effectiveness of the planner\u2019s strategy and getting a good return on investment (ROI).<\/li>\n<\/ul>\n\n\n\n
- \n
- The media planner works mainly with an internal team of marketers. The buyer focuses on negotiating with an external team for advertising slots. <\/li>\n<\/ul>\n\n\n\n<\/figure><\/div>\n\n\n<\/div>\n\n\n\n
Who does media buying?<\/strong><\/strong><\/h2>\n\n\n\n
Media buying is a set of skills any professional can develop. There are still dedicated media buyers and agencies, but nowadays, affiliate marketers, PPC marketers, and even SMM pros also develop media buying skills.<\/p>\n\n\n\n
<\/div>\n\n\n\nTypes of media buying<\/strong><\/strong><\/h2>\n\n\n\n
Now that you know what media buying is about, the next important thing is knowing its different types. There are endless types of ad buying in both the online and offline world. Digital channels include websites, social media, video sponsorships, etc. The more traditional channels include radio, television, and live events. Let\u2019s examine them below:<\/p>\n\n\n\n
<\/div>\n\n\n\nOnline media buying<\/strong><\/strong><\/h3>\n\n\n\n
There are endless mediums for advertising online. You have likely seen an In-Page Push ad on a website<\/a>, a shopping ad on a social media page, or a video ad on YouTube. You also have probably encountered an ad after typing a search query on Google or Bing. These are common online advertising mediums where affiliate marketers and brands can connect with a relevant audience.<\/p>\n\n\n\n
Adsterra lets you target ads according to country, language, operating system, type of device, and many more filters. Try budget-friendly media buying.<\/em><\/p>\n\n\n\n
<\/div>\n\n\nLaunch ads<\/a><\/div>\n\n\n\n<\/div>\n\n\n\nTelevision<\/strong><\/strong><\/h3>\n\n\n\n
Remember that time you were watching your favorite TV show and had to watch a 30-second commercial? What you encountered was the media buying process for television.<\/p>\n\n\n
\nExample of a television ad from QRCode Tiger<\/a>
<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\nAdvertising is very common on television channels, as it\u2019s how the owners make money to maintain their channels and license more content for viewers. However, TV ads are witnessing slow growth: according to Statista<\/a>, the global market is predicted to reach $174 billion by 2024, compared to $171 billion as of 2022.<\/p>\n\n\n\n
<\/div>\n\n\n\nRadio<\/strong><\/strong><\/h3>\n\n\n\n
Over 3 billion<\/a> people listen to the radio worldwide. This figure includes both people who use traditional radios and those who tune into online radio channels. We also now have live or recorded podcasts that resemble traditional radio. One thing common with all of them is advertising. You\u2019ll likely hear ads between breaks, demonstrating the radio ad-buying process.<\/p>\n\n\n\n
<\/div>\n\n\n\nLive Events<\/strong><\/strong><\/h3>\n\n\n\n
During live events like musical concerts, you may see a large LED screen displaying ads between performances. Brands pay top dollar to book these ad slots and showcase themselves to a large audience. You can also see billboards, flyers, tour buses, etc., with advertisements at live events. Wherever humans congregate, there\u2019ll likely be advertisements, so live events are not left out of the buying process.<\/p>\n\n\n\n
<\/div>\n\n\n\nHow does media buying work?<\/strong><\/strong><\/h2>\n\n\n\n
It takes many steps to plan and deploy advertisements successfully. You first have to define your campaign goals and identify the audience it’s meant for. You also have to conduct market research to understand the audience better and choose the best campaign channels to reach them. Then comes planning the strategy, buying ads<\/a>, and optimizing it for good results.<\/p>\n\n\n
\n<\/figure><\/div>\n\n\n<\/div>\n\n\n\nLet\u2019s examine it step-by-step.<\/p>\n\n\n\n
<\/div>\n\n\n\n1. Defining your goals<\/strong><\/strong><\/h3>\n\n\n\n
There are endless opinions about which advertising channel will deliver the best results. But, you have to streamline your target and focus on a few channels. You do this by defining your core business goals and what you want to achieve from the ads. Is it more sales, new signups, or new leads? What exact metrics are you targeting?<\/p>\n\n\n\n
Your goals will fall under these categories:<\/p>\n\n\n\n
- \n
- Awareness<\/strong>: When the objective is to spread the word about your brand.<\/li>\n\n\n\n
- Conversion<\/strong>: The goal is to generate new leads, signups, or purchases.<\/li>\n\n\n\n
- Branding<\/strong>: To ensure that customers remain engaged with your brand and become repeat buyers.<\/li>\n<\/ul>\n\n\n\n
<\/div>\n\n\n\n2. Identifying the target audience<\/strong><\/strong><\/h3>\n\n\n\n
After setting your campaign goals, you have to identify the specific target audience for your campaign. Who exactly are you trying to reach? Is it millennials, or is it the older generation? Is it high school kids or college students? Maybe it\u2019s the fans of a particular sport like football or basketball. There are endless possibilities for a target audience.<\/p>\n\n\n
\n<\/figure><\/div>\n\n\n<\/div>\n\n\n\nNote that different demographics are best suited for different categories of products. For example, if you\u2019re selling hip clothing and fashion accessories, millennials should be your ideal target and not folks above 50 years old.<\/p>\n\n\n\n
<\/div>\n\n\n\n3. Conducting market research<\/strong><\/strong><\/h3>\n\n\n\n
After identifying your target audience, you need to research to understand them better. Don\u2019t make assumptions about any demographic because you\u2019ll likely see wrong results. Research extensively to know which mediums are best for connecting with your target audience.<\/p>\n\n\n\n
What websites does your target audience visit most? What time do they browse the internet\/watch TV\/listen to the radio? When are they indoors or outdoors? The aim is to have a data-driven marketing strategy and figure out the right spots to place your ads.<\/p>\n\n\n\n
<\/div>\n\n\n\n4. Select a campaign type and channel<\/strong><\/strong><\/h3>\n\n\n\n
After defining your goals, identifying your target audience, and conducting extensive market research, you have come a long way. You now have to select the campaign channels where you want to connect with your intended audience.<\/p>\n\n\n\n
The most popular campaign channels include search ads, display ad networks, social media, direct traffic, and programmatic advertising<\/a>. Each one has its unique features, which we\u2019ll expand on below.<\/p>\n\n\n\n
<\/div>\n\n\n\nSearch ads<\/strong><\/strong><\/h4>\n\n\n\n
This channel involves showing ads to users based on their search queries. It’s very effective because the user has already demonstrated intent by searching for keywords related to your ad. For example, if you\u2019re selling smartphones, you can bid to place your ads on search queries like \u201cphones,\u201d \u201csmartphones,\u201d \u201cmobile phones,\u201d and \u201cmobile devices.\u201d<\/p>\n\n\n
\nSearch ad example<\/figcaption><\/figure><\/div>\n\n\n <\/div>\n\n\n\nWhen someone searches for one of these queries and sees your ad, they may be drawn to click on it. Search ads are very competitive because you\u2019ll bid for advertising slots in real time alongside other media buyers.<\/p>\n\n\n\n
<\/div>\n\n\n\nDisplay ads or advertising networks<\/strong><\/strong><\/h4>\n\n\n\n
Display advertising<\/a> is common on websites, most likely as a banner or browser push ad with a link that leads the user to the advertiser\u2019s web page. Advertising networks aggregate ad slots from various publishers and match them with advertiser demand. So, you can easily sign up on a network and deploy your ads across different websites.<\/p>\n\n\n
\nExample of Social Bar from Adsterra<\/figcaption><\/figure><\/div>\n\n\n <\/div>\n\n\n\nYou can pay for display ads in several ways, including cost-per-click (CPC), cost-per-action (CPA), and cost-per-mille (CPM). If your goal is generating views, then picking the CPM option is advisable. CPA or CPC is the better option if you want to get conversions.<\/p>\n\n\n\n
Adsterra gives advertisers access over to 35,000 direct publishers generating more than 35 billion monthly ad impressions. We support multiple ad formats, including Social Bar and Popunders.<\/em><\/p>\n\n\n\n
<\/div>\n\n\nAdvertise Now<\/a><\/div>\n\n\n\n<\/div>\n\n\n\nProgrammatic media buying<\/strong><\/strong><\/h4>\n\n\n\n
Programmatic advertising<\/a> implies using automated technology to acquire ad slots instead of doing that manually. You sign up on the demand-side platform (DSP) to bid for ads on the supply-side platform (SSP). Algorithms determine the optimal time to show your ads for the best results. This type of advertising is cost-effective and can help maximize your return on investment (ROI).<\/p>\n\n\n\n
RTB (Real Time Bidding)<\/a> is also a popular programmatic media buying type. It is an auction-based media buying strategy used by media buyers and publishers for buying and selling ad space instantaneously in real-time. Adsterra’s RTB Platform supports automated buying of ad impressions in real-time auctions.<\/p>\n\n\n
<\/figure>\n\n\n<\/div>\n\n\n\nSocial media<\/strong><\/strong><\/h4>\n\n\n\n
There are various social media platforms with billions of users globally. Well-known ones include TikTok, Facebook, Instagram, and Reddit. They allow advertisers to deploy ads and connect with users. A benefit of social media advertising is that you can use visually-appealing formats to draw user attention. You can also target your ads according to demographics, location, interests, purchase habits, etc.<\/p>\n\n\n
\nSample social media ad
<\/figcaption><\/figure><\/div>\n\n\n<\/div>\n\n\n\n5. Planning the campaign strategy<\/strong><\/strong><\/h3>\n\n\n\n
With all your objectives ready, it\u2019s time to strategize how to deploy your campaign. The primary thing to consider here is your budget. How much are you willing to spend on ads? If you\u2019re advertising on multiple channels, what\u2019s the budget distribution between them?<\/p>\n\n\n\n
It\u2019s essential to draw up a formal budget and stick to it. The good thing about online advertising is that it supports smaller budgets, unlike radio, TV, and live events, which are usually expensive and out of reach for small businesses.<\/p>\n\n\n\n
<\/p>\n\n\n
\n<\/figure><\/div>\n\n\n<\/p>\n\n\n\n
Coming up with a suitable online media buying strategy will enable you to reach your target audience effectively and efficiently. <\/p>\n\n\n\n
Adsterra\u2019s global advertising network furnishes 15,000 advertisers with powerful campaign pricing tools such as CPM, CPC, and CPA, boosting their campaign results with traffic from 248 GEOs targeted across all devices.<\/em><\/p>\n\n\n\n
<\/div>\n\n\nStart Bidding<\/a><\/div>\n\n\n\n<\/div>\n\n\n\n6. Purchasing ad placements<\/strong><\/strong><\/h3>\n\n\n\n
At this point, you can start purchasing your ad placements across different advertising channels. Most digital advertising platforms have self-serve options<\/a>, so you don\u2019t even need to contact a human representative before placing ads. You can simply sign up on the platform, provide payment details, and start bidding for ad slots.<\/p>\n\n\n\n
<\/div>\n\n\n\n7. Launch the campaign<\/strong><\/strong><\/h3>\n\n\n\n
Once you have purchased the required ad slots, you can launch the campaign and sit back in your chair. But, no, it doesn\u2019t stop there\u2026<\/p>\n\n\n\n
<\/div>\n\n\n\n8. Measuring results<\/strong><\/strong><\/h3>\n\n\n\n
You can\u2019t just deploy a campaign and call it a day. You have to constantly monitor it and ensure it gives the intended results. If not, it\u2019s a signal to make adjustments and check for progress. Important metrics to monitor include your conversion rate, click-through rate, cost per lead, number of page views, etc.<\/p>\n\n\n\n
Ensure you understand your target audience and create the type of advertising content they want. Run A\/B tests to see what works and what doesn\u2019t. The case study below is a good example of ad optimization delivering successful results.<\/p>\n\n\n\n
- Conversion<\/strong>: The goal is to generate new leads, signups, or purchases.<\/li>\n\n\n\n
- Awareness<\/strong>: When the objective is to spread the word about your brand.<\/li>\n\n\n\n
- The media planner works mainly with an internal team of marketers. The buyer focuses on negotiating with an external team for advertising slots. <\/li>\n<\/ul>\n\n\n