Performance Media

A media planner’s responsibility is to ensure that every marketing dollar spent is being invested in the channel that’s best suited to deliver the highest return

A media planner’s responsibility is to ensure that every marketing dollar spent is being invested in the channel that’s best suited to deliver the highest return. But, since advertisers have been flocking to performance media in droves since the economy tanked in the mid-to-late 2000s, it has become necessary to think more strategically about where you look for space and as a result, today’s media planners need to consider a lot of different variables in terms of planning if they want to enjoy the same levels of success.

Search advertising works but has its limitations

When the recession hit, online advertising dropped by nearly 30 percent. But, while online ads were in short supply during this time, search advertising started taking off. Today, search advertising is a common tool used by media planners and the popularity of this type of advertising has caused competition and keyword bidding costs to escalate. This, coupled with the fact that the potential for search advertising can be limited based on the volume of search queries makes it less attractive to media planners looking for the next big thing.

Types of Performance Media

Performance media is a complex category that cannot be described in singular terms. For instance, performance media for a brand may simply mean managing the cost of driving traffic to a site, usually through a CPC campaign. Meanwhile, performance media for an e-commerce company will typically include a cost per action (CPA) campaign.

Lead generation is another form of performance media and it can be used for everything from initiating a direct sales contact to establishing a database for a re-marketing campaign. Performance media can be used successfully by any advertiser, but in order to be truly successful, the advertiser needs to identify and use those sources that most accurately meet their needs.

Maximizes the potential of your performance media

Strong performance media planning must start with audience insights. For example, you need to know where, when, and how to best engage with your target audience. Refluence offers fully integrated media planning that gives us the unique ability to capture and convert intent at scale, with search marketing serving intent and display/social stimulating intent.

This enables us to hone in on performance while avoiding non-responsive audiences, ineffective placements, and wrong ad types and keywords.

Want to get a greater return from your performance media? Find out what exceptional Performance Media Services can do for your company.