expertSEM

As we here at Location3 ramp up into an increased role in our client’s online media buying campaigns, we have been seeking an ad serving partner to suit our needs. I spent a few weeks last month wading through the options out there. So I thought I would take a few minutes to discuss some key points of differentiation between the top dogs, and things you should ask yourself before hitting the mean streets and choosing your own. (Or save time, energy and heart break, and let us manage your campaign for you!)

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Perhaps it was Capella University’s intention to target the demographic of the Awkward Family Photo website, but I doubt they would enjoy seeing their lovely banners next to such “awkward” content. It looks like Capella is buying through an ad network and, as such, probably doesn’t control or even have knowledge of their placements (they do seem to be everywhere these days, or maybe I’m just getting retargeted because I was curious about their landing pages).

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Did you know that 7 out of the 10 top indexing sites reaching U.S. Hispanic adults who prefer Spanish (comScore) are non-U.S.-based? Check out MediaPost’s Engage: Hispanics blog for the full list of sites. Popular portals like Univision and Telemundo have substantial global competition. The blog and comments discuss how this is in part due to a relative lack of quality Spanish-language content on U.S. sites, but also that international sites give Hispanics an opportunity to connect with their country of origin, whether it be through a social forum or a local newspaper.

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As an online marketing agency it is our job to squeeze the most performance out of every dollar. To that regard we look at banners far down the line in our planning, well after exhausting PPC, SEO, Analytics, landing page optimization, and even Social Media Management. Why? Simply becuase the ROI can not compete with other mediums. It seems that while others feel the same way the budgets are still flowing to banners. This can be especially frustrating when their is more available PPC budget that is left on the table due to the banner buy. Based on recent conversations the tide is turning and banners are losing their foothold in budget meetings. Just like my household budget, online marketing budgets are being closely examined, and hopefully the banner budget will go the way of the double shot soy chai starbucks run. Pretty fancy but really not worth it.

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