Premium advertising

for premium brands

Direct deals with leading internet medias are challenging even for experienced media-planners. The online market peculiarities, the audience behaviour dynamics as well as the brand demands require complicated models of media buying. Achieving good combination between site content quality and ad efficiency requires a careful approach, especially for advertisers, who have strict requirements for the placement of their messages.

What is it?

Direct deals are usually made with either leading publishing groups (sites) or segmented such. First class online medias are those who attract large user volume within the local country. These websites usually reach over 50 per cent of the local internet users.

In the other most common case, direct deals are made with medias which are strongly specialised in a specific area (i.e. construction).

Usually these pages are owned by some of the large publishing houses in the local countries which invest in first-class content, quality visuals while forming their business model through revenues from large traffic. In Bulgaria, such publishing houses include Investor Group, Economedia, DIR.bg, Webground and more.

Direct deals with media groups can be realised in two ways – either via written requests (model used prior to new technologies penetration) or programmatic.

How it works?

Advertising on first-class pages is suitable when:

• Implementing campaigns of mass brands
• Imposing new/products, targeting bigger audiences
• A higher ad budgets
• With a clear audience when talking about specialized editions
To get an effective media campaign for direct online transactions, you need specialists who have access to relevant tools to measure the best options for positioning banners ads. Since this type of advertising is comparatively more expensive than many other types, it is imperative to trust professionals and to dispose with specific metrics and analysis to guarantee effectiveness of your advertising performance.

Options for targeting?

With the advent of new ad serving technologies most premium sites offer a wide range of targeting options based on advanced demographic criteria – gender, age, location. Normally, in direct transactions you may specify similar targeting criteria, but you should be aware that they lead to increase in the cost of advertising.
Another strategy, that can be used, depending on the brand profile is to direct the ad to sites in different categories/audiences – for example male sites or female sites, eco-friendly, sports and so on.
If you want to target your ad to a narrowly defined group of people (for example, people who have recently searched for a product), we recommend that you use a programmatic solution rather than an order.
Our media planners, using traffic analysis software and consumer behaviour and based on their long experience, will be able to offer you the optimal mix for the needs of your more accurate targeting.

Advertisement formats

Ad formats are a great feature when talking about direct deals with publishers. In practice there are formats in online media that can only be purchased through direct transaction deal.
Most advertisers prefer banners ads with standard formats that can be purchased programmatically or via online networks like Google Adwords. For standard formats are accepted, for example 300×250, 300×600 and 729×90. However, if you want to be more distinctive as a brand, there are more and more visible and more expensive formats such as wallpaper, skyscaprer, imwarp, etc. – these formats are only purchased through direct deals. For direct transactions with publisher groups, different variations of authoring content, text advertisements, column sponsors and so on can also be purchased. In that case, ad formats are usually marked with identifying symbols or texts, which indicate that the content is advertising.
Choosing the right ad formats is one of the most important steps in the process of implementing web campaigns. We in Digital Marketing Group know the capabilities of individual sites and we can offer you the most appropriate options for visualizing your creative.

Pricing models

In most cases, banner ad on premium sites is purchased at a cost per 1 000 impressions (CPM) basis. The other common format – sponsorships and text ads are sold daily by some of the media. There are, of course, options for other forms of payment to be agreed upon. The cost of this type of advertising is often higher than other forms. You may use different types of discounts – volume, preferential and so on.
Some sites also offer cost-per-click (CPC) ad models, but in almost all cases, they are text ads and less often for banners. The fact is, however, that such a model is increasingly disappearing from the pricing policy of media groups. To be able to meet the demand for a similar model, some of the groups have developed their own ad platforms where they can buy an ad per click.
The practice of the CPA model is still not disseminated in Bulgaria.
Digital Marketing Group works with most leading media groups in the country and can provide attractive solutions and conditions for the implementation of such online campaigns.

Positioning and measurement

With this approach, your ad is positioned only on premium sites in places that you know in advance, in the days you set, in formats, and more. There are different methodologies for measuring efficiency in the Internet environment. Site publishers often provide access to individual ad statistics. The information provided by them must contain information about the number of impressions, the realized clicks and their relationship, the so-called CTR. Some publisher groups work with more accurate software and give exceptionally good reports on individual campaigns. Their use and careful review enable clients to improve their business offer for subsequent campaigns.
If you want independent publishers monitor the accountability of your ad, you can use independent agencies or internet monitoring services of Google.

How does it help you develop your business?

Advertising on premium sites can be an effective way to help your business. It helps you by:

Enhances the company’s image and brand recognition by reaching a wide range of users
Increases trust in the company
Ensure positioning in your brand in the so-called brand safety environment

Build a lasting relationship between your brand and the leading media groups

How can we help you?

The DIgital Marketing Group team offers working and efficient solutions to manage your marketing and advertising budget online. Through our experience in planning and implementing premium and specialized campaigns, we can assist you in the various stages of the process.

When developing the strategy

By helping you define campaign goals in a way that suits your business’ needs:

We assist you in choosing the right sites, advertisement formats and forms of targeting
To help optimize campaign budgeting
Develop a working media mix in separate communication channels – offline and online
To help develop the visual concept of the campaign
Help develop the right metrics of the campaign.

When implementing strategy

• Organize campaign filing, operational control over its implementation and final monitoring
• To help achieve your goals
• Optimize the communication in your team for campaign tracking

Reporting and analysis

Analyse campaign the effectivity of the campaign
Let us help you with ideas for optimizing your next campaigns
Let us offer you innovative solutions that will improve your business development