Managed Placement

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Once your campaign images have been rendered, a digital Media Planner will need to place them in the most appropriate media vehicles. The easiest method of placing your images on appropriate Web sites is to utilize an automatic placement method. Automatic placement relies on the algorithm of the ad serving platform to find appropriate sites for your ads. This isn’t always the best method of placing Display ads, depending on your goal. A more sophisticated method of placing display ads on the most appropriate content sites is to utilize the managed placement method.

With the managed placement method, Web sites are researched manually to ensure the content on the site is highly relevant for your target audience. This method of placing display ads is much more sophisticated than the automatic placement method, but it is also more difficult. Managed Placement ads can be placed on specific Web sites through a number of methods. Some sites may only negotiate directly with advertisers. Other sites may be part of content networks, such as Google Adwords. Still other sites may leave the selling of their ad space in the hands of aggregators that turn around and sell the space to advertisers. Regardless of the method of negotiation, Web sites are selected manually to be part of your Display ad campaign.

Some Web sites, like Facebook and LinkedIn, have self-serve Ad-serving platforms that allow for sophisticated targeting within the site. These platforms have eliminated the requirement of negotiating with a middleman or a media salesman. On these platforms, the bid for your settings determines the amount of impressions you will receive for your image. Early Web sites didn’t have this type of functionality but more sites are employing this method of selling ad space in order to monetize their site. Unfortunately there is not a universal ad serving platform that allows advertisers to serve ads to all Web sites; the closest thing to it would be the Google Adwords platform.

Through the Google Adwords ad serving platform, which has the largest network of content sites within it, digital Media Planners can launch Display ads utilizing the managed placement method or the automatic placement method. A nice aspect with the Adwords managed placement method is that it allows for very simple managed placements or very sophisticated managed placements. This may seem like a contradiction, but when you consider the amount of control an advertiser has at the campaign level within the Adwords platform, it makes perfect sense.

A positive aspect of managed placement display Ads is that you always control the sites that your ads will be displayed on. If your sites have been researched thoroughly, then there is little need to worry that your Display Ads will be positioned next to any negative content. Another positive aspect is the ease of throttling impressions on sites that you deem to be of high value. This isn’t as easy to accomplish with the automatic placement method. In essence, with the managed placement method, display Ads are placed on sites regardless of whether the keywords in the content correspond with the target audience. The Media Planner is manually making the call that the content of the site matches the target audience. With the automatic placement method the Ad-serving platform utilizes algorithms to decide if the content is relevant. Vagary sees value in both methods, depending on the Communication Objectives.

On the downside, sites with premium content can demand premium prices for their display Ad space. Consider that your competition is looking for high quality sites to display ads on as well. This means your advertising dollar probably won’t go as far, in terms of impressions and clicks, on high-value sites.

Vagary has extensive experience in placing Display Ads, whether it be through the automatic placement method, the managed placement method or otherwise. We have managed Display Ad campaigns for promotions, seasonality, product releases, branding, positioning, new service offerings and more. We are ready to plan your next Display Ad campaign. Vagary is Social Media Solutions.