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Media buying in a digital-first world is our core concentration at Media Two. Our clients come to us looking for a media strategy, but in reality, they have a recognizable brand, an exemplary product or service and know the audience they are trying to reach. Media Two specializes in figuring out where that audience “lives” and how we can strategically reach them as efficiently as possible.
Media buying isn’t just about negotiated rates (although we’re pretty well-versed in the art of negotiation), rather it’s understanding the contribution of each marketing element (online and offline) in the path to purchase. Monitoring the performance of each medium as if it functions independently is a common marketing pitfall. By nature, media is not consumed in a silo so why would we buy it that way?
We focus on a data-driven approach with attribution modeling as the foundation for our analysis. We use attribution modeling to determine a holistic view of how media is consumed, and more importantly, how those consumption trends drive conversions.
Search, paid and organic, often gets all the credit for conversions but people do not randomly search for a brand, they are driven to search. It is crucial to understand what drives people to search with the optimal search engine marketing strategy from set up to implementation.
Media buying is about remarketing and data management just as much as it is price bidding and creative execution. Media Two brings the online and offline know-how to ensure that media buys are performing at the expected ROI.
Search is the epicenter of all marketing efforts, and working with an experienced search engine marketing (SEM) agency who knows Google (AdWords), Yahoo/Bing (Microsoft AdCenter), Yandex and Baidu search engines gives brands a marketing advantage.
We don’t just take credit for the search conversions, we help our clients to understand how the marketing and media mix drove those conversions, and then we optimize the campaign structure, ad groups, keywords, bids, targeting and ad copy to maximize performance. We also use paid search advertising to support and optimize SEO (organic or natural search) efforts, and vice versa.
“In the last 4 years we have used 2 other “Search Marketing” companies. The results were disappointing to dismal. Since working with Media Two, we have seen growth and revenue directly related to their efforts. (Consequently) Our franchise owners actually decided to increase their budget this year and direct all funds to Search Marketing efforts. We are thrilled to have Media Two helping us advance…”
– Heidi Morrissey, CFE/VP Marketing & Sales, Kitchen Tune Up
In order to fully understand a marketing mix, you must understand how a brand reacts to search marketing – both paid and organic. It is the last touch-point for so many conversions, yet it is influenced by so many offline events. Media Two ran the first ever ad campaign on Google (now called AdWords), and continues to align analytical data with both online and offline events to determine the optimal marketing mix for our clients. Once search marketing efforts are maximized, it’s important to dig deeper into the marketing mix to see how much higher the bar can be set for search campaigns. Display media is a great place to start and our digital media planning and buying section speaks to this.
The following are studies we’ve run across over the years that address frequently asked questions from clients that will give some insight into our search engine marketing (SEO and PPC) expertise:
A series of firsts:
Began in the days of Overture
Beta-tested AOL search
Beta-tested MSN search
Beta-tested Google advertising (prior to AdWords)
Released Search/Display correlation study in 2007
Have managed monthly search campaigns ranging from $500 per month to $800,000 per month.
Served on the IAB Search Marketing Committee
SEMPO Circle member
SEMPO Research Committee member (coordinated study on effects of display and search)
Former TIMA President and Executive Board members
Internet OldTimers Association member
Remember the days of calling a sales rep, meeting over dinner and drinks and negotiating a deal? Those days aren’t dead, they’re just a lot more calculated and a lot less fluff. With programmatic and full attribution modeling, we no longer negotiate blindly – we negotiate based on client metrics and needs. So even though programmatic buying is making things faster, there is no replacement for sitting down to discuss one-on-one with a partner publisher what’s best for our clients. When that relationship exists, and both parties are working for the better good of the client, there are still very few programmatic systems that can beat it. Not to mention that automated buying can’t give you value added.
Direct site placements, larger ad formats, video or anything custom is all included in our planning process and our buyers can execute if the numbers and the relationship warrant it.
Up Next – learn about our programmatic media buying capabilities – offline or online.
Programmatic is a popular buzz word, but our clients don’t really care what tools we use as long as we are delivering positive ROI. However, from our perspective programmatic, or automated media buying, is revolutionizing the way our industry operates and it’s not just in the digital space, it’s in TV and traditional as well. Media Two jumped into this tech stack in 2011 when programmatic was in its infancy, and it has given us the advantage of experience over others in the industry. Our experience has led to powerful knowledge about navigating the trading platforms in order to deliver brand-safe, viewable ads and test strategies in an RTB environment for efficacy before making significant commitments.
Programmatic media buying at Media Two is managed with in-house trading desks through a variety of technology partners, including Google, MediaMath, Tube Mogul and more. Most agencies now offer programmatic buying, but where we stand out is with the ability and expertise to execute the buys. We do not outsource the management of our campaigns to other vendors, providing a deeper layer of transparency and data ownership which leads to better data-driven marketing decisions. Our dedicated team’s experience in the space allows for us to bid on the right inventory at the right time and at the right price, all resulting in an optimal ROI.
Not sure what the difference is? We put together a handy cheat sheet here on all of the programmatic terms. Otherwise, our belief is that DSPs are great tools, but having the RTB know-how and applying marketing know-how will always add value to an automated DSP algorithm. Contact us to learn more about our RTB strategies.
Media Two has assembled trading desks that give direct response campaigns a seat at more than 13 advertising exchanges and serves more than 420 billion impressions a month. This mix of buying technology allows us to create robust programmatic campaigns with cross-device functionality, giving us extremely effective resources and targeting capabilities.