Internet advertising is constantly changing and shifting towards automation and a digital-centric focus for planning. This means that new and innovative online marketing and interactive advertising options like behaviorally targeted display advertising, video advertising, widget and social media advertising are being introduced at a rapid pace.

To launch a successful online advertising campaign, you need extensive knowledge of online media buying and planning, including online media, ad placement and ad distribution platforms. In addition, it requires a constant awareness and intuitive understanding of your target audiences. And, because of the continual complexities and ever-changing fragmentation of online media, managing a successful online advertising campaign only grows more challenging over time.

There are currently many inconsistencies in online media advertising. There are also limited standards in this industry presently. Therefore, you need to create a comprehensive media plan that includes the clients’ goals and objectives, marketing foundation, strategy, media research, implementation plan and ROI projections.

Our experienced media buying professionals work closely with the client to develop an online media strategy, conduct media research, create a media plan and ultimately launch and optimize the online advertising campaign. We use our expertise and our buying power to target the best placement outfits on the web for our clients' online media placements. The placement of online media is typically executed via direct media buys or through online ad networks or ad exchange networks.

Text Ad Links
Text ad links typically appear in an "Advertising Section" or "Sponsored Links" area of popular vertical market web sites. Text ad links not only drive qualified traffic to a web site, but often also result, through inbound links with keyword-rich anchor text, to higher rankings in the organic listings of the major search engines. Text link ads can have a higher click-through rate then static banner display advertising because visitors are often more prone to click on a relevant, on topic, text link ad versus a traditional banner advertisement. Text ad links are often purchased directly from the publisher at a fixed rate per month with a minimum of 30 days.

Banner Ad and Rich Media Advertising Campaigns
Banner and rich media ads appear in fixed and guaranteed positions or floating on top of web pages with links to an advertiser's web site or landing page. Banners are the most common type of online display advertising. They can be contextually, behaviorally, demographically and geographically targeted, and come in static and animated form in a broad variety of square and rectangular sizes. Rich media ads typically include Flash ads, streaming audio/video and pop-ups all of which are different types of display advertising media.

Banner ads and rich media ads are used to generate targeted sales and leads and/or build brand awareness. They are offered in a variety of flexible pricing models, including pay-for-impressions (CPM), cost-per-click (CPC), cost-per-action (CPA), per lead or by revenue share pricing.

Banner ad and rich media ad campaigns can have extensive reach through direct ad placement at vertical web properties or through ad networks and ad exchange network with hundreds of publisher/affiliate web sites.

Direct Ad Placement
Agency media buyers or online marketers at companies that execute their online media campaigns in-house typically buy on a site-by-site basis effectively handpicking the web publishers that meet their requirements and fit the budget. The ad agency media buyer or in-house marketer works directly with the publishers' media representative to launch their campaigns. In-house marketers with small budgets may also use a self-serve ad placement system at one of the large ad networks or an ad exchange network to launch an online banner ad campaign. In-house marketers often provide their own ad creative directly to the publishers.

Online Ad Networks
Ad Networks use proprietary technology to serve, track and report on the distribution and delivery of online creative using efficient ad management systems. Ad Networks usually work directly with an advertiser or agency acting as an aggregator of premium advertising inventory for primarily high profile web sites. In a market where access to quality media is limited, Ad Networks offer advertisers and agencies increased reach into quality media environments and to a certain extend targeting through behavioral, demographic and contextual targeting. Ad Networks now also increasingly offer performance-based pricing, usually for left over inventory, as an alternative to CPM pricing.

Ad Exchange Networks
An Ad Exchange Network is essentially a hub for web publishers to connect with agencies and online marketers to sell or buy ads at optimum prices through an auction-type system. They typically serve small niche web sites, blogs, gaming sites and online forums that do not have a sales force to sell ad inventory and rely primarily on ad exchange networks to fill their ad space.

Using the auction-based system publishers set a minimum or reserve price for their inventory and agency media buyers and online marketers bid on inventory that meets specific targeting criteria. Advertisers using the exchange typically can set rules that automatically alter bid prices according to how well the ad inventory is performing. Some ad exchange networks take a cut off each transaction others charge a flat fee to publishers and other affiliated ad networks that are part of the exchange.

CPA Ad Networks
CPA ad networks act as brokers between web publishers or affiliates and media buyers or advertisers. They are a low-end, low-cost alternative to direct-buy banner ad campaigns and ad networks for campaign execution and management. CPA ad networks typically work directly with advertisers or media buyers and provide instant access to a large number of web sites, which are effectively affiliates of the CPA ad network, capable of generating millions of impressions in a matter of days.

CPA ad networks primarily work according to the cost-per-action (CPA) model in which affiliates get paid when someone clicks on an ad or performs a pre-determined action. The CPA ad network makes money taking a cut from the commission. They take responsibility for the daily routine of record keeping, communicating with the affiliates and they also pay the affiliate commission.

In the CPA model, the advertiser does not have a relationship with the web publishers or affiliates. The advertiser does not know who is promoting the business online and where the ads are placed, which is a negative when branding is the campaign objective. There is a general perception that CPA ad networks cater to a lower level advertiser, although they increasingly have access to higher quality ad inventory.

Online Media Planning and Buying Services
OMG National  offers an Online Media Planning and Buying Services solution that is comprised of a planning phase (discovery, strategy, online media research, price negotiation), the development of an implementation plan with campaign management, campaign optimization, reporting, analysis and ROI estimates. The online Media Planning and Buying Service can be part of a larger, full-scale Internet marketing campaign or can be executed as an individual online advertising campaign.

Our Online Media Planning and Buying Services include flexible pricing options to fit the clients’ goals. We can offer CPM (cost-per-thousand), CPC (cost-per-click), CPA (cost-per-action) pricing. From traditional banners, text ad links, skyscrapers, expandable banners and more, to interactive rich media, in a variety of IAB ad units and specification, we can help your online advertising campaign generate optimum results.

Campaign Execution and Management
Once a campaign is running, we utilize a sophisticated online tracking system that continuously monitors each component of the campaign and tracks every respondent in a unified console from the initial click-through to the completed action (lead, download or sale). Through post-campaign analysis, we provide our clients an insight on which components of the campaign are working and which need to be improved.