Media Buying & Online Branding

Buying and advertising branding for online campaigns

Over the coming months, White Space Media will be launching a new series of products that will allow you to place rich media ads onto a series of websites of your choosing.

Online media buying is really used by companies for 3 reasons. You either want to increase sales, you want to increase your brand awareness or both.

 

So what company only wants to build its online branding strategy?

Well look at it this way. Why do companies like coca cola plaster ads in every corner of the globe across every possible type of media?

Branding!

They know that when they have their ad on an outback billboard, it will stop you seeing an ad for Pepsi, so when you do stop next, you are already aware of coca cola. This is a very simple branding strategy. It is also a strategy that can work in the offline world.

When you reach for the right customer (and get them), your relationship with them is deeper and as you develop this further, they become a brand advocate for your company.

Banner ads for online branding are quite well filtered by the general user and subsequently result in low click through rates. One of the main reasons for this is that they are thrown onto sites with absolutely no relevance or thought. Banners branding software solutions on fishing network sites, or financial services on kids games sites.

There is a place for this type of branding strategy that can gain great exposure and good results. Placing a markets stalls insurance banner ad onto a site that has thousands of market stall holders as the main traffic is a good example. Or placing a surf lesson banner on a surf schools portal site. This is the type of contextual targeting that white Space is focusing our attention into.

We also believe that rich media ads placed in the correct position can really help in the click through rate and overall brand recognition for your company.

More information about how we do this using our new AQR (Advertising Quality Rank) scoring system can be found here (soon ;-).