Friday, January 14, 2011

Media Buying

Google is not the only possible source of traffic. While Google Adwords is huge and delivers excellent quality traffic, there are many more companies and web sites that can deliver similar quality traffic.

Some sell the traffic based on clicks, some based on impressions, some based on visitors and some based on leads.

It all boils down to knowing the traffic source, building offers that work for that particular source and then tracking and continually monitoring everything.
Here is a list of possible traffic sources:


Table 4 comScore Ad Focus Ranking (U.S.) November 2010 Total U.S. – Home, Work and University Locations Source: comScore Media Metrix
Rank
Property
Unique Visitors (000)
% Reach
Rank
Property
Unique Visitors (000)
% Reach
Total Internet : Total Audience
212,296
100.0
1
Google Ad Network**
197,882
93.2
26
Adify**
113,336
53.4
2
Yahoo! Network Plus**
182,757
86.1
27
Undertone Networks**
109,570
51.6
3
Yahoo! Sites
180,987
85.3
28
ContextWeb**
108,637
51.2
4
AOL Advertising**
180,428
85.0
29
CPX Interactive**
108,526
51.1
5
Google
170,464
80.3
30
AdBlade Network**
96,391
45.4
6
Turn Media Platform**
168,396
79.3
31
Ask Network
92,369
43.5
7
ValueClick Networks**
167,554
78.9
32
Kontera**
90,293
42.5
8
24/7 Real Media**
165,706
78.1
33
Glam Media
89,864
42.3
9
Collective Display**
158,718
74.8
34
Bing
86,154
40.6
10
AdBrite**
157,129
74.0
35
ShareThis
81,116
38.2
11
Facebook.com
151,722
71.5
36
Windows Live
76,428
36.0
12
Microsoft Media Network US**
149,840
70.6
37
Lotame Solutions**
74,500
35.1
13
Specific Media**
149,816
70.6
38
VideoEgg**
73,451
34.6
14
Vibrant Media**
144,415
68.0
39
Meebo
70,792
33.3
15
AudienceScience**
142,259
67.0
40
Dedicated Media**
70,754
33.3
16
Tribal Fusion**
141,937
66.9
41
RMM (formerly Red McCombs Media)**
70,561
33.2
17
Traffic Marketplace**
141,313
66.6
42
Amazon.com
70,188
33.1
18
FOX Audience Network**
140,745
66.3
43
Monster Career Ad Network (CAN)**
69,076
32.5
19
interclick**
139,427
65.7
44
Technorati Media**
67,195
31.7
20
Adconion Media Group**
133,844
63.0
45
MediaWhiz**
67,126
31.6
21
Burst Media**
132,277
62.3
46
Demand Media
64,831
30.5
22
Casale Media - MediaNet**
131,040
61.7
47
MTV Networks Music
57,789
27.2
23
MSN
130,024
61.2
48
Ybrant - Oridian - ADdynamix Network**
55,861
26.3
24
YouTube.com*
116,867
55.0
49
Walmart.com
48,579
22.9
25
AOL, Inc.
114,484
53.9
50
NetShelter Technology Media
45,819
21.6

Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in November. For instance, Yahoo! Sites was seen by 85.3 percent of the 212 million Internet users in November. * Entity has assigned some portion of traffic to other syndicated entities. ** Denotes an advertising network.


The list above nicely illustrates, that Google is the largest single traffic source, but there are many more that can deliver excellent quality traffic for you.

You can hire a media buying agency to buy media from different place for you and help you to set up campaigns and monitor it. The fee for this is usually 15% of your advertising spend.

Each network has different minimum buys (usually between $500 to $10,000).

I suggest to start with one additional network. The benchmark would be Google Adwords, as you already do that and are having good results and numbers to compare with.

Once the first additional network is producing (producing means spitting out high quality leads that turn into buyers), we would ramp it up and in the mean time get the next network running.

If Google produces excellent results now, there is no reason why the other networks should not work. By using other networks, you can get more leads, possibly reduce the price per lead while keeping the quality the same or even increasing the quality.

Also, you would reduce your risks:
The barrier to entry on Google Adwords is extremely low. $5 and anybody is in business.

A couple clicks and any competitor can duplicate what works for you.

1 comment:

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