New York Interactive Agency Blog Post

AD:60 Speaks to DMNews on Efficient Media Buying

By August 17th, 2010

Last week, we had the opportunity to provide Our Two Cents on the topic of mobile marketing and the opportunity of integrating loyalty reward programs (post).  When DMNews gave us the chance to provide an opinion on direct marketing, we decided to address an issue many small business face.

As a small business, working with an agency, can be hard.  In most cases the fee they charge can be hard to swallow and so you go it alone, unsure how to capitalize and efficiently drive results with the small budget available.  Our article on DMNews tries to address this concern by highlighting the value of ad networks.  With limited word count, you will see the approach is designed for the ecommerce business, but this does not mean this model cannot work to build your email database or increase your presence on properties that your target audience frequents.  At the end of the day, the key factors are – “how much you are willing to spend to drive a lead” and “can I generate a return from it”.

Thanks to DMNews. Here is a snippet from the article.

“To get started all you need is a test budget of $10,000 that a network can use to gauge the ability to drive acquisitions through its audience on a CPM model (cost per 1000 impressions). Shoot for a 4% conversion rate during the test period and offer credit for post-impression sales (the action of seeing an ad, not clicking and later visiting and converting).”

Click here to read the full article.

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