Direct buys are a way to hone in on great inventory and have targeted huge ROI campaigns. Are you buying programmatically and finding one site is working well? Does your campaign scream that it would be a great match for a specific site? Buying directly from the publisher is an age old practice that has yielded great results for both direct response and branded advertisers over the years.
Publishers hypothetically love it because they earn more revenue (the ad network, SSP or DSP doesn’t take a cut), and they can charge “premium prices”. Advertisers like locking in inventory, which creates a barrier to entry for competition and guarantees them access to an audience they value.
Here are a few tips to help you make the most of your direct buys. From the point when you approach the publisher to actually pushing the buy live, these tips will help ensure you have the greatest chance of the best campaign possible.
Picture this: You’re exhibiting at a trade show and someone is very interested in your product. You talk to them for about 5 minutes and can tell that your product is definitely a great fit for their business needs. They don’t purchase your product right then and there because they’re in a rush, but they hand you their business card. Would you throw out their card? Or would you follow up with them?
Now consider this: 98% of visitors to your website will leave without making a purchase. Retargeting is your shot at following up with that 98% of visitors who ‘left a business card’ on your site. And yet, 4 out of 5 online marketers aren’t using retargeting to bring back lost prospects (Kissmetrics).
Why is this?
According to the Bank for International Settlements, there’s an average of $5.3 trillion traded in the Foreign Exchange (forex) market per day. That’s $1.3 trillion more than 3 years prior in 2010. In the US, there are 11.63 million people who are using online trading platforms to take advantage of this rapidly growing industry. Online trading brokers battle it out to be named the trading platform of choice among online traders.