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Online Advertising
The options for online advertising are exceedingly numerous. There are many Phoenix or Arizona-based Web sites on which Internet advertising can be placed, including newspaper, television, and radio station sites. Additionally, there are thousands of other sites that are not inherently specific to a geography (such as CNN.com, Yahoo!, MSN, etc.) can serve Internet advertising exclusively to Phoenix, Arizona (or any market of interest). This creates a media buying and planning landscape that requires constant research and vigilance.
Once initial online advertising planning activities are completed, Mighty Interactive continues to review and evaluate online advertising options for clients. We maintain a comprehensive database of online advertising options, and have several full-time buyers that interface directly with representatives from sites that sell Internet advertising in Phoenix and with major regional and national advertising vendors.
Candidly, people generally don't want to view or consume advertising online. An ad-free Internet, while economically impossible, would be popular among most consumers. As such, it is extremely important to concentrate Internet advertising spending to reach those online users that are highly likely to be interested in the client's product or service. This approach may seem obvious, but clients often want to broaden their media buy for two reasons: more impressions and lower expense per thousand.
We believe that a highly targeted campaign will outperform a more generalized campaign in nearly every case. The exceptions usually occur when the product or service is of broad consumer interest, making targeting less effective versus untargeted ads.
Consequently, for the vast majority of Mighty Interactive clients, targeting remains a high priority in construction and execution of the online advertising plan, and targeting options is a primary lens through which we evaluate online advertising alternatives for clients. Recently, Mighty Interactive has effectively utilized behavior tracking to serve Internet advertising in Phoenix to residents who have who also viewed a Web page about real estate (for example) in the past 30 days. This type of precise targeting is only available online, and can generate substantial ROI for clients.
In terms of ad creation, Mighty Interactive has extensive experience developing all types of interactive online advertising, including high performance rich media executions such as online video ads, Pointroll, Flash, and other formats.
Online Advertising Testing Matrix
Our commitment to testing and optimization extends to our online advertising services, as well. In some instances, Mighty Interactive has developed as many as 50 Internet advertisements for large campaigns and run them at the same time across more than 25 Web sites or ad networks to determine the best combination of ad creative and venue.
During the online ad campaign, we use advanced tracking software that enables us to view online advertising results in real-time. We work closely with clients and online advertising venues to make campaign adjustments as necessary, enhancing results correspondingly.
Online Advertising Report Cards
Monthly, Mighty Interactive creates consolidated Online Advertising Report Cards for clients. These reports show all ads that were run, the number of times each ad was seen online (impressions), the number of times each ad was clicked, the number of desired user actions resulting from those clicks, and other critical success metrics. Based on these reports, strategic changes to the overall Internet advertising campaign are suggested. These changes may include campaign expansion, alterations to targeting variables, new creative designs, and other factors.
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