In this video clip from the Action Seminar, Scott Rewick presents a primer on how to buy online media
Scott’s comments:
So what I’m going to hammer through now is all the places you can buy media. Okay, now this is a lot of information. I’m going to jam through this just in the interest of time. But I’ve given you a broad brush stroke of all the different places you can buy media. Ad networks, social media, portals, ad exchanges, co reg, email, mobile, pay per view, search.
Okay, these are broad definitions. Add networks. Let’s go through this pretty quick. Add networks are pretty simple. They put together publisher people that have traffic with guys like us with advertisers. OK, there’s open and closed networks. Open network means you can actually pick the place that you’ll end up on this high quality traffic guys.
Really high quality traffic. Normally priced on a CPC basis, cost per click. There are closed networks like AdBlade. AdBlade won’t necessarily tell you where you are, but nonetheless, you’re still advertising on a pay per click or cost per click basis, and the volume is staggering. It’s auction based and fixed pricing, but social media is exploding, okay?
I spend most of our ad spend within Facebook right now. Heavy demographic targeting, obviously. Auction based pricing. Now, you can’t talk about social media without my friends up the road. Facebook. What Facebook is so awesome at is obviously it’s going crazy right now. You all know that. Exploding traffic.
One out of four ads. I think next time they do the research, it’ll probably be one out of three ads. There’s collectively 700 billion minutes spent. A month online. There’s 600 million active users across the world. It’s massively high conversion with social context, right? I think we all know that it’s profile targeted, not keyword targeted us as the Facebook users give our information to advertisers to market to us effectively.
So collectively, the response rates are much, much higher at exchanges. This is not for the beginner at exchanges are super high volume when the big sites have remnant inventory. They can’t sell. Um, They dump it to ad exchanges. Ad exchanges are a collective kind of marketplace of all the unsold stuff. So high volume advertisers jump in, they buy it, and it’s super easy to scale winning campaigns if you have something that works.
But we’re talking about billions and billions of impressions. So again, not for the beginner, so we’ll crank through that. Portal buying, again, is not for the beginner, but if you want insane amounts of traffic, portal buying is the way to go. Co registration. Do you guys all know what co registration is?
It’s a funky way of getting new leads. Registration is when you register for a site. They’ll oftentimes ask you if you want to also register for different websites. There’s like opt in or opt out. So if you’re registering for a golf magazine, they’ll say. Do you also want to register for peak performance golf swing?
Yes, or this offer. Yes, so it’s primarily lead based, so it’ll give you a bunch of leads. And to make it work, you have to have the ability to use email, obviously. So a Weber constant contact eye contact, but really it’s a huge market mobile. I think, look, we all know that mobile is the future. I think we all intuitively know that ads are going to be ending up here on our phone.
They’re going to be minority report style where you’re walking across the gap and it goes crazy and that kind of stuff. We all believe that’s going to happen in Silicon Valley. Uh, and it’s going to happen. Uh, so mobile is a big effort for us to understand the traffic, understand the medium by which we can advertise on, so it’s obviously limited to the device you’re on.
It’s currently dominated by AdMob, but guys like Apple are taking big chunks out of AdMob right now. So, pay per view is, used to be called Adware, and Adware used to be called Spyware, it was a super bad name. But pay per view is basically the idea of somebody having some software on your machine, and it’s usually because you download a game or service.
And they’ll they’ll basically pop up for you relevant advertising based on what you’re looking at and searching on it ends up being not for everyone like email sometimes in pay per view tend to be a little bit gray for some people. Um, so they don’t do it as much, but pay per view is a huge market.
It’s advertising supported, primarily pop up, pop under, and it’s heavy demographic targeting, like our friends at Finally Search. I love Google. Google’s awesome, but I hate them too. Um, you know, search is media buying, whether you like it or not. Search is gonna go on for a long time. Google just threw in their new algorithm yesterday to wipe out all the content farm guys.
So, it will continue to iterate. And it’s awesome, like, guys like Bing and Yahoo, you can actually get on the phone and talk to them. Which is pretty cool. So they’re really super friendly to affiliate marketers and info marketers. So, Google, uh, love them, hate them, um, really broke the door down that allowed the small guys to start advertising.
Guys like Bing, guys like Yahoo, a lot of the second tier, um, search networks are pretty good. So yet another way to, to buy.
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