Online Media Services

One to One 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:

• Research focused on identifying behaviors of a target audience online
• Research to quantify what competitors are doing in the space
• Audit of past client campaigns (if any)
• Audit of client’s data collection, storage, access and use practices
• Drafts of campaign, creative, technical and measurement briefs that detail the strategic approach of the campaign

Planning & Buying

Once the media strategy has been established, One to One moves to align its media planning strategy with the client – clearly defining audience segments, messaging, ad units, technologies, site evaluation and selection criteria.  Activities include:

• Research and develop list of potential properties; develop and issue RFP to selected list
• Evaluate proposals and select properties to be included on Media Plan based on campaign objectives
• Develop client presentation that provides a visual representation of selected properties and supporting information as to why they were chosen; obtain client input which will be incorporated into media plan
• Generate media plan which details properties, ad units, impressions, flight dates, and costs of inventory purchased; may be sorted by segmentation, groupings, etc.
• Secure inventory on properties approved per media plan via insertion orders, and negotiate any non-standard terms

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 (DoubleClick DFA) to allow for ad delivery and post-click tracking (if required)
• Set up 4th party ad-servers as necessary (Unicast, Eye-blaster, etc.)
• Send creative and rotation instruction to sites

Campaign Management

Once the campaign has been trafficked and has launched, One to One provides ongoing daily management of the program.   Our primary objective is continually evaluate and modify the campaign to increase overall effectiveness as well as perform the proper close-out activities.  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