Anyone Done A Large Media Buy?

by Derek S

Posted: 15 years ago 12 replies

INTERNET MARKETING

I am looking to break away from just ppc and buy up some banner space on popular websites targeted to my niche.

Most sites have a minimum of $10,000-$20,000 you must spend and charge something like $50 CPM.

Anyone done a targeted media buy like this? How did it go and what would you do differently? I would also love any recomendations for a product that might help me out done by a recognizable marketer.

#buy #large #media

Ldimilo 15 years ago

Hey Derek...I have and it didn't pay off...I would recommend you look at trade magazines in your niche and ask about advertising. Offline advertising is WAY underrated and works. For 10k-20k you could do alot.
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James Schramko 15 years ago

You can usually negotiate a smaller test run. Also you can negotiate a 'halt' in the case that the ads just are not converting.

Test on the contextual networks like mediatraffic first perhaps?
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Derek S

15 years ago

some good advice! I thought of doing magazine ads and from what I heard what works best is making it look like an article you would find already in the magazine and just use parts of your sales copy. Could be a great way to build cred in the marketplace too.

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Ldimilo

15 years ago

Originally Posted by Derek S

Exactly. Just make sure your call to action is solid...People simply view print different than they do banner ads online...plus, your ad will still be in the magazine months from now in case it winds up in a doctor's office, ect.

There are several places you can research trade magazines to get ad card rates (and the rates are actually negotiable in most cases). I use writer's market but there is a monthly fee for their service (I think that you could just buy their 2009 listings in a book though).

You would be amazed at the niches you will find AND get a pretty good feel on the pulse of the niche by its circulation numbers. Most of these magazines will have some demographic and psychographic data as well of there subscribers.

Good luck in whatever you decide.

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James Schramko 15 years ago

image ads online also work well when made to look like a newspaper story
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TLTheLiberator 15 years ago

Have you looked into Google's Site Placement Ad Program.

It's where Google allows us to place our ads on the sites we select.

It's paid advertising and you can test quite cheap.

If you haven't already, it's worth a look.

Hope This Helps!!

TL
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derekwong28 15 years ago

The only media buy I have ever done was $1750 for a one month 150*50 banner and that resulted in 1 conversion that made me about $10 profit!

The funny thing was that the website involved was by the most highly trafficked and relevant to our site at the time. Morover, we had lots of conversions when we used Sprinks (before it taken over by Google). Also, we used to spam the forum of that site and one post would result in 10 or more conversions. I suppose the $1750 was a pay back for all the spamming.

On a smaller scale, I tried tribal fusion and Fastclick and they didn't work either.

Derel
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Mark Riddle 15 years ago

Derek,
Go to your local major Library, and look for the SRD (Standard Rates and Data) they have a several publications that will show you little known trade journals and newsletters.

Depending on your product, the newsletter route may be your best bet.

10,000 budget very large for a national scale, but with newsletters you can get a very targeted market.

Only after testing your message in newsletters, and small trade publications, do you even want to consider anything broadly based.

Also ask about remnant space, its a great way to get into publications that are our of your budget, by being able to respond quickly.

Mark Riddle
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Jason Moffatt 15 years ago

Pay attention to my good buddy amish_shah (amish_shah) on Twitter if you want to learn about media buys. I think he's coming out with something soon.

I refer you to him, because he often done 50 to 100K in a day using media buys and cpa stuff. Yes, I said in a day!
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derekwong28 15 years ago

Thanks Mark but our shop is no longer in operation. I did advertise on Industry Brains that was CPC but that was not too effective. I could just break even with the Google content network but could not get direct placement to work. Partly because many publishers had ads placed near the bottom of their site.

The big problem for us was there were many merchants who were prepared to lose large amounts of money on PPC for branding purposes. I am 100% certain about this because we were selling the same products and I know what the trade prices were. As a result, I could never push our PPC spending beyond $5000 a month without becoming unprofitable.

The lesson is to stay away from electronics products if you can.

Derek
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Derek S 15 years ago

Mark: your exactly right! I know about the SRD but completely forgot about it and had NO CLUE you could find it at a local library! I thought it was something that had to be ordered.

Jason: I completely believe ya! Last summer I had a business featured on Fox News and had to shut the blackberry off because I was making 1 sale a second for over 4 hours after it broadcasted. One week after that it just started to get back to normal.

Nothing cooler than that... even if it was just Fox "News" lol

Best part was that the one news reporter even nearly repeated word for word the urgency copy I had written on my sales page.

thanks a bunch ppl!
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Mark Riddle 15 years ago

Derek,

I forgot to include my favorite ~!

Gales Encyclopedia of Associations (there are other association directories, Gales generally was the most up-to-date.

When you find a trade association ( its amazing how many are all located on Wacker Drive in Chicago) call the office and ask about the industry, they will give you the names of the big trade publications and generally they also have their own newsletters that go to their members.

Also, many have a "information Specialist" that will assist you in understanding their focus and demographics, and psycographics.

Mark Riddle
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Anyone Done A Large Media Buy?

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