I am still going through my notes from the conference and I have even more information I can share with you. Today, let’s talk about online media buying.
The online sales & marketing session speakers at the Event & Arena Marketing Conference were Joyce Szudzik from AEG Live Interactive and Brandon Lucas with Carbonhouse. The panel discussed what is working with online marketing.
For example they mentioned that local newspaper dotcoms are good online opportunities. I agree with them. We all know that newsprint versions are on a major decline, yet we still want news. In the market where I live, Boston.com is the number one local website. I check that site everyday even if I already read the newsprint version of the Boston Globe.
The online versions of newspapers, TV, and radio stations are always looking for ways to promote themselves. This is where promotional opportunities from you come in. Whenever you are pitching any local media outlet, make sure you get a promotion on their online sites to compliment the deal you have with their main media version.
The panel gave some sound advice on what to ask for when buying online advertising:
- Buy “above the fold”. When an online reader clicks on the web page you want your ad visible in full without the reader having to scroll down.
- Find out what pages get the most traffic from your potential customer. It may not always be the home page.
- Find out the S.O.V. (share of voice) of the buy. On major websites you may only get 5% but on smaller sites it could be 40% to 50%.
- See if you can run video. Running your 15 second spot on the website will create great online exposure.