Media Buying for Google’s AdWords

Google is now adding to there very lucrative adword buying system. Media buyers should jump on this opportunity to purchase “larger than life” ad’s to be displayed to prospective clients in key demographics. Below is an article that I came across recently.

Yesterday Google’s AdWords team announced they had been testing two new image ad formats. The first, a large 2560 x 1920 image is designed for advertisers who want to appear “larger than life,” according to AdWords Developer Arnold Ferguson. “Advertisers have been bugging us since November for a large-format image ad that can showcase photo quality 5-megapixel images. It’s a little bit larger than your standard banner ad, but I think if it makes advertisers happy, it will make our publishers happy as well.”

As part of the test, Google has been serving 2560 x 1920 ads on sites like ultrahighresolution.com for online digital camera retailers wishing to advertise unreduced megapixel-sized images.

The second format, a 1 x 1 pixel ad can be purchased in blocks of ten by keyword. “We’ve actually been working very closely with pixel ad inventor Alex Tew on this one,” said Ferguson. “After seeing all the aimless pixel ad sites out there, we knew we needed an original approach. Unlike all the copycat pixel ad sites, integration with our keyword bidding system will us serve pixel ads contextually on nearly any site in the AdSense publisher network.”

In order to supplement their six-billion dollar annual revenue stream, Google also plans to publish a pixel advertising site of their own in mid-April, and has registered the milliongooglepixel.com domain to display AdWords pixel ads. Google AdWords expects the new sizes to be available to all AdWords users in the next few weeks.

ADOTAS 

Peter Koeppel is Founder and President of Koeppel Direct, a leader in (DRTV) direct response television, online, print and radio media buying, marketing and campaign managment. With a Wharton MBA and over 25 years of marketing and advertising experience, Peter has helped Fortune 500 companies, small businesses and entrepreneurs develop direct marketing campaigns to increase profits.

Media Buying, Campaign Management and Optimization Utilizing MAPP™

Once the campaign commences, MAPP™ employs advanced tracking and reporting metrics to ensure ROI efficiency.
 
– MAPP™ can be customized to capture, track and measure a wide range of relevant information to effectively manage each campaign.
 
– MAPP™ includes a Geo-Demographic Response Analysis Module. MAPP™ produces concise maps, which track consumer response on many levels, such as nationally, by state, by DMA, by county, by city or zip code. In addition, this mapping module incorporates responses by network and station.
 
– MAPP™ also tracks response by demographic. For example, MAPP™ can ascertain the response rate for women 25-54, with an income range of $50,000-$75,000, by geographic location.
 
When applied to a national campaign, MAPP™ identifies “hot spots” of high response levels, while the campaign is airing. This might allow us to supplement the national media buy, with a local schedule, in areas generating the strongest response levels.
 
MAPP™ – The Technology that Makes Koeppel Direct’s Media Buying Campaign’s More Profitable
 
Koeppel Direct’s sophisticated MAPP™ technology provides us with the information and tools to formulate targeted media plans and to track and optimize results in real time. The bottom line is that MAPP™ allows us to produce more profitable DRTV campaigns for our clients.
 

Media Buying: Holding On, Buying Time

Times have been tough for DRTV media buyers in 2006, a year that has seen mortgage interest rates climb, gasoline costs soar and consumer sentiment wane after a multi-year boom in home-buying and consumer confidence. Despite record results in Response’s quarterly long-form media billings research, industry insiders say the second quarter hit particularly hard, leaving media buyers to go back to the drawing board to figure out how to obtain both long- and short-form avails at the best possible price.
 
“Everything went into the sewer in April,” says Barry Jacobs, executive vice president of E&M Impart Advertising in Los Angeles. He credits the high gas prices for essentially “shrinking” the buying public’s discretionary dollars, and says that led to low demand for high-priced items.
 
“When we put the $200 or $300 price points on infomercials, we’re just not getting the activity,” says Jacobs. “Instead, we’re using more $39.95 trial period offers that allow consumers to either continue the payments from there or return the product.”
 
But even the best offers in the world didn’t help buyers gain leverage in a crowded media market. “If we call reps up and tell them that the media time is too expensive, they tell us that there’s a line of other people waiting for it,” says Jacobs, who points out that results aren’t high enough to justify the rising media costs brought on by increased demand.
 
“It’s getting very difficult to make shows work on a consistent basis,” he explains. “We’re having to pass on some deals with networks that were historically our ‘bread-and-butter’ networks, or not deal with large packages because it’s all borderline right now, in terms of results.”
 
The decline in results has been significant, according to Peter Koeppel, president at Dallas-based Koeppel Direct, who says media buying experts were buzzing about a 25-percent drop during the third quarter. As cooler weather kicks in and the new fall TV lineup starts to grab viewers he says those results may return to some level of normalcy.
 
“TV viewing should creep back up, and that affects both long- and short-form performance,” says Koeppel. “As we go into the fourth quarter, I expect stations to ask for higher prices (as usual), but depending on performance, some of those prices may come down.”