Online media planning used to be viewed by traditional advertising agencies as being as simple as buying a banner on the Yahoo home page or placing that same banner on the local newspaper site to reach a local market. Now, truly taking advantage of the one-to-one marketing promise of the internet requires thinking beyong the "spray and pray" approach of old.
Reach and frequency are still tenets of media strategy, but increasingly the way prospects and customers feel your brand and interact with it when they encounter your advertising has become as important as basic media weight.
Viral branded entertainment like films and games, might take media expense completely out of the equation for you. Sponsorships might be structured to add contextual value and pull the advertising-weary internet population to your brand in new and innovative ways. Increasing bandwidth means more creative opportunities in advertising units.
At Optiem, we seek to understand the online behavior of your target markets and build a plan to maximize brand interaction, brand share of voice and return on investment.
Need a new media strategy? Contact Optiem.