Media planning needs to consider site branding

As a media planner, you may be accustomed to planning your advertising activities around the following factors, such as coverage (or arrival rate), composition, content relevance, efficiency, and so on. These can help you choose the right site for media configuration. Eventually these sites will be occupied by ideas that are entirely from the brand's perspective. Of course, thanks to your ad http://www.aliyun.com/zixun/aggregation/25722.html "> Design team."

But does the site you choose have a brand?

Each media has a---the only sound, through the copy, the image and the general style pass out. Whether or not the customer realizes it or not, they choose this site instead of the site, in part because of the site's own brand. Whether advertisers realise it or not, a site that complements and supports their "stand" will trump those conflicting sites.

In general, compliance with the content composition is consistent so that media planners and buyers avoid the pitfalls of brand mismatches. You don't want to see an ad for a fairly conservative mortgage company in a spicy, sarcastic site like The Onion (the Onion). There is clearly a problem with the uniformity of the content. If you look at popular interest sites like fashion or beauty sites, you'll find that all sites are similar in content. Trying to put a product in a site that conflicts with its brand is definitely a threat.

Assume that you will be the media program for a leading beauty brand customer packaged product, and you can list a list of reliable sites such as fashion (style.com), World Fashion Court (Elle.com), seduction (allure.com) and Glamour (Glamour). All of these sites have a unified style-----interesting but conservative, so it's a good choice for beauty customers who are essentially mainstream.

Compare these brands with the "Daily Candy" (dailycandy.com, a site that quickly displays their own style) with the Black Horse brand competitors. The Daily candy news emails are filled with concise, intelligent commentary, and a fun-filled attitude that is consistent with the popular goods and retail recommendations it transmits. For a new wine and flower shop in Chicago, there are comments asking readers: "Don't rush your nose into that shop, it's really smelly." ”

The default version of the message is plain text, but below the message there is a hint to encourage the recipient to click on the HTML page because the page is more beautiful. "Daily Candy" seems to understand the importance of their brands and their value to customers, and try to share this wealth with advertisers. "Daily Candy" employees to help customers write sponsored links or independent promotional messages (inscription is still the site brand). After all, it is the "daily Candy" that occupies a once-uncertain news email field and is included in some of the largest media programs for beauty clients.

For strategists, it's tempting to have such a site (not just work for your brand, and have a good enough time to share positive customer influence with its advertisers). Advertiser's brand information such as can be with the proposed site to do seamless integration------ads if it seems to simulate the content of the site itself, the appearance and feel, will get a higher rate of recovery. Those who have a preference for a particular site customers, those who have been accustomed to the site brand image, characteristics of customers, more inclined to like the same style of advertising. As they say----dog.

There is no shortage of standards and planning tools for media planners and buyers to assess site value. However, the suitability of the site brand evaluation, it needs to be carried out in various aspects of the investigation to determine. The survey items include the site channel and site logos, fonts, pictures, and so on that play content (email, blog, aggregated information subscription, offline printing).

Beyond the typical indicators, but also to pay attention to the following questions: The site is the discussion of advanced or mediocre? is the design fashionable or traditional? Each side of the brand gives you a deeper understanding of the real problem, such as the openness of the site to creating custom content, the mix of site content and banner advertising. "How content is displayed" conveys richer site branding information than content itself.

And you, once thought that only one brand needs to be dealt with.

(Original: June 28, 2007; compiling: Shi Ying)