OTOi offers a full service, in-house online advertising service for supporting our client’s direct response and branding needs. The department is composed of four primary capabilities: Media Strategy, Media Planning & Buying, Media Coordination & Trafficking, and Campaign Management.
Media Strategy
Designing the appropriate online media strategy is where we normally begin all of our media related efforts. It is during this stage that we help define strategic direction and scope of a campaign including objectives/goals, media, creative/measurement strategies, budget, and schedule parameters. Activities include:
- Discovery workshop to understand business goals and marketing plans
- Target audience research
- Competitive research
- Audit of data collection, storage, access and use practices
- Analysis of prior campaign results and tactics
- Development of media strategy and high-level recommendations
Media Planning and Buying
Once the media strategy has been developed and discussed, OTOi begins the detailed planning process. We move to align the media planning strategy with the client – clearly defining audience segments, messaging, ad units, technologies, site evaluation and selection criteria. . Once we understand which inventory and custom opportunities are available, all media is then evaluated based on OTOi’s proprietary scoring model.
This model considers factors such as audience composition, efficiency, targeting capabilities, and competitive presence in order to select the media that will be most effective in meeting our client’s goals.
OTOi considers a wide range of media and targeting techniques when developing our media plans, including:
- Traditional Display and Rich Media
- Sponsorships and Content Integration
- Behavioral Targeting
- Lead Generation
- Disaggregated Media (Widgets, Desktop Applications, RSS, Podcasts)
- Social Networks/User-generated Content (UGC)
- Streaming Video and Audio
- Mobile
- In-game Advertising
- Digital Out-of-home
Coordination & Trafficking
After a media plan has been approved, the firm shifts to tactical execution of the document. Activities include:
- Develop Flight Plan that details which creative will be on which sites (from media plan) and when
- Set up campaign in 3rd party ad-serving tool to allow for ad delivery and post-click tracking (if required)
- Set up 4th party ad-servers as necessary (Eyewonder, etc.)
- Send creative and rotation instruction to sites
Campaign Management
Once a campaign has been launched, OTOi supplies daily management of the program. Our primary goal is to evaluate and modify the campaign on an ongoing basis in order to maximize the results and achieve our client’s goals. In addition to this optimization effort, OTOi’s measurement team also performs in-depth analysis to gain valuable insights that often inform future marketing and business planning. At the end of the campaign, we provide a final wrap-up report, recommendations for future campaigns based on our findings, and reconciliation of all media financials.
Our Campaign Management activities include:
- Provide ongoing media planning as required per client and per optimization process
- Reconcile inventory delivery and issue resolution (if required)
- Modify Insertion Orders (if required) per optimization or delivery issues
- Review/approve media invoices
- Conduct final ,media actualization and financial reconciliation
- Assure creative tear-down at the end of the campaign
- Provide a campaign wrap-up report