New and innovative interactive advertising options are constantly being introduced like geographically and behaviorally-targeted advertising. Online media buying requires more knowledge because of the greater complexities, and launching a successful online advertising campaign only grows more challenging, not less so. Online ad campaigns often require the development of the media plan before the ad creative can even be formalized.
The experienced professionals at Ethos work with you to develop a media strategy, conduct media research, create a media plan and ultimately to launch and optimize your online ad campaign.

1. Target Segment Analysis

• Geographic variables
• Demographic and Psychographic variables:
• Behavioral variables
• Technological segmentation variables

2. Online Media Planning

• Discovery: Our online media planning process begins with Discovery, whereby we secure our client’s campaign objectives, any metrics they’re trying to accomplish, any restrictions or targeting we should be imposing, any sample ad creative or landing pages, any Creative Brief or supporting files that can help us in our efforts.
• Strategy: Based on our findings from Discovery, we will brainstorm to develop media buying concepts to guide our media research. Once we have client approval of our concepts and which ones to pursue, we develop a strategy for how to conduct our online media research and planning.
• Online Media Research: We try to balance a plan with buys that might combine ad networks, web portals, local forums, content sites and niche audience sites. In order to find the sites most appropriate for the client’s audience and objectives, we typically have to conduct media research for some portion of the plan. (Geographic, Demographic, Psychographic, Behavioral,  Technological)
• Media Negotiations: Once we have secured a site’s pricing and placement opportunities, we move into negotiation mode to ensure we’re getting the best placements and pricing for our clients.
• Presenting the Online Media Plan: After negotiations, we formulate our Online Media Plan, which includes information about the site/network, its audience, any targeting imposed, placement sizes/ad opportunities, impressions purchased, and projected visitor counts.

3. Online Media Buying

Ethos media buying team negotiates the best deal in terms of:

• Billing: (Monthly, Pay-per-click, Pay-per-view)
• Position: (Upper, Skyscraper, Pop-up, etc.)
• Section: (Home Page, sports page, health, etc.)
• Timing
• Weight
• Target Countries

4. Creative (Banners, Rich Media, Video & Text)

If you want to boost traffic and conversion rates, you need advertising and marketing campaigns that appeal to the customer’s sense of taste, that fit with their Internet use and buying habits, and that provide enticing incentives to “click through”. Our Graphic Design department designs appealing, classy and enduring creatives that are sure to spark positive attention and spur engagement.

5. Campaign Execution

• Securing the Buy: once we have approval of our Online Media Plan, Ethos secures the buy for the client with the network or site publisher.
• Delivering Ad Specifications: if the client or another of its agents is responsible for development of the ad creative, Ethos will deliver an ad specifications spreadsheet so creative development can be finalized.
• Ad Trafficking & Tracking: When Ethos receives the finalized ad creative, it establishes corresponding ad tracking URLs and traffic both pieces over to the publisher and/or sets up the ad campaign in its own ad serving system for campaign tracking and optimization.
• Campaign Optimization: Ethos will manually review the ad campaign daily and apply any necessary optimization including shifting ad impressions, discontinuing placements or buys, and/or swapping out ad creative.
• Reporting & Analysis: in addition to providing online access to a reporting dashboard, Ethos will provide a weekly campaign tracking spreadsheet analysis for review.

6. Direct Email & SMS Marketing

Strategy, best practices, creative services and technology to create predictable success prior to your first ad send.