A lot of our clients have asked how our company went from 4 years of being in the nucleus of the online advertising industry to our transition to being a company that is 100 percent dedicated to Local Online Advertising.
Let’s shed some light on this.
We’ve mentioned that we were experiencing lessening confidence in the cookie based advertising we were engaged in from 2010 to early 2011. It was around that time we started experimenting with using 3rd party research values to identify audiences that visit websites, and came up with the idea that we could place ads before a click. Then we had two very successful local campaigns; one a Beverly Hills Plastic Surgeon that targeted Hispanic audiences, and the other was a major airline promoting a travel package from Phoenix, AZ to Mexico.
The Beverly Hills Plastic Surgeon did so well that he had to stop advertising after 6 months because he had too many customer responses. The airline wanted to have their campaign hit a $12 cost per booking. Our campaign brought their cost per booking to $8.
It had dawned on us that these two successful campaigns were both local; had specific requirements, and we used our research values to transparently target the websites with the highest affinities for having the right audiences for each advertiser.
We were fascinated.
This fascination led us to focus more on local campaigns for the rest of 2011, when we started putting together custom Media Plans using the audience research method that we now call AQUA PRE-TARGETING™. We realized that local online advertising is where we had found the sweet spot of having more than enough available local inventory; and because of the success we were seeing with our own “cookie-less” audience targeting, we were getting more renewals from local advertisers.
Our next step was to create 10 Standard Media Plans for top local advertisers using our AQUA PRE-TARGETING™ and then we started contacting local Media Companies to share our new way of targeting local online advertising, placing ads before the click, and optimizing campaigns across transparent websites to improve the results for local advertisers. The response was overwhelmingly positive.
We were fascinated.
From 2012 to now, we have been working with local media companies exclusively. Since our management team members all have local media backgrounds, it is easy for us to create a comprehensive set of sales tools to help our clients succeed and excel at local digital sales. The result is having the most comprehensive digital sales solution for local media companies complete with training, ongoing support and continuous upgrading of our Local Media Dashboard to be an ideal digital marketing tool for our local media clients.
AQUA PRE-TARGETING™ is now the preeminent audience targeting for creating successful local online advertising campaigns.
We Are Fascinated.
Tom Doyle, CEO, Aqua Media Direct, Inc.
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