Digital Media Buying
The current media landscape, both traditional and digital, is fragmented. The number of advertising and marketing opportunities, tools and tactics are overwhelming. Royle Media has strong experience buying both digital and traditional media. Understanding which media types to recommend comes from experience. The reach and frequency must be correct, as well as the message.
Royle Media is a strong advocate of testing a broad media mix, then evaluating success through website analytics. Once the agency and client have found the best mix, budgets are shifted to highest performing tactics.
Following are some of the digital media tactics that Royle Media purchases for clients:
Google Adwords – Pay-per-click advertising with keywords and phrases. Royle has been buying Adwords listings since 1998 when the platform was first reintroduced by Google.
Programmatic Networks – Display banner and video campaigns target prospects by geography, demographics, psychographics and purchasing behaviors..
Social Media Ads – Facebook Instagram, Twitter, Linkedin and SnapChat are all platforms Royle Media has purchased social ads on. The targeting is very precise with large reach at a reasonable price.
Streaming Audio – Spots are produced and run on terrestrial radio and television websites, as well as Pandora and Facebook. These ads are effective for branding and story-telling, and usually include a call to action.
Retargeting – These display and video ads follow visitors around online after they visit the client’s website. These prospects can also be retargeted on Facebook. Search retargeting shows display ads to users based on their browsing history.
Conversion tracking with Google Analytics allows Royle Media to close the loop on advertising campaigns, determining which tactics are most effective. This important reporting is used to make creative and budget adjustments as necessary.