Media are powerful instruments in communication. It wasn’t long before someone made a profit out of them and formed organizations that we now know as media outlets. The traditional media outlets are composed of three segments, including print, radio, and television. In today’s generation, another set of segments have been added. These include digital platforms like podcasts, social media, blogs, and more. These businesses earn in many ways, and one of them is through advertisements, such as online advertising and print advertising. This scheme works in a simple way. First, companies or marketing agencies go through a media planning process. Then, they fill advertisement forms that detail their advertising media orders along with their preferred advertising insertional sequence. To have a clearer overview, have a look at our examples of insertion order formats below!
An insertion order details the arrangement between a media outlet and advertiser to broadcast or publish an advertisement or two. According to AdPushup, it is a traditional method that is still used by many media outlets even after digital technologies took their place. Basically, it is a document that acts as a living proof of the advertising-related transactions. As part of a media outlets’ documentation procedures and documentation policies, the insertion order should be produced for two reasons. The first is to give both the advertiser and media outlet a marketing media kit that outlines their transaction’s main points. Second, it is used to minimize the possibility of advertisement frauds.
Advertisement fraud, as the name implies, is an act of deception to draw money from advertisers. It was formulated just as soon as online advertising existed. Since then, this type of cybercrime has stolen billions of dollars while continuing to evolve as the years pass. In fact, Statista revealed that the estimated cost of digital ad fraud in the United States would increase from USD 12.38 billion in 2019 to USD 15.09 billion in 2021. Moreover, ad frauds can take many forms. These include ad placement, malware and adware, methbot, as well as mobile apps and ads. So if you are a programmatic advertising organizer, then you better look back on your data inventory’s security incident reports, conduct security analysis, and update your safety and security plan.
Insertion orders are designed to be straightforward. They are the last area of a direct advertising deal. If you are wondering what pieces of information should be included in them, then check out our outline of steps below.
As mentioned above, the insertion order is an outline of the important specifications of your advertising deal with an advertiser. And, the constituents’ information is among the much-needed details that you have to prepare. To be exact, you have to gather and provide you and your advertiser’s name, address, phone number, email address, and fax number. For safekeeping, you should add them to your contact list.
In this part, you have to identify and set the reservation specifics of your advertiser clearly. They should include the ad name, ad type, frequency, ad file formats, the campaign’s start date, and its end date. Advertisement types consist of video, photo, slideshow, carousel, canvas, dynamic product. Carousel ads refer to the combination of video and photos into one advertisement. Next, the canvas ad is a feature on Facebook that lets advertisers run immersive advertising campaigns to their respective target audience’s mobile phones. Lastly, dynamic product advertising is when advertisers hype various products using a template that automatically selects relevant images from their data inventory.
An agreement between two parties for money, obviously, needs to account for the billing specifics. This part should consist of your advertising slot’s rate, pricing structure, total costs, and discounts. Speaking of rates, they depend on what media outlet you want your products or services to be advertised on. If the advertiser’s marketing plan for new products specifically mentioned Google Adwords, then you can present them the average USD 2.32 per click on the search network, and USD 0.58 on the display network. However, if they put Facebook on their social media proposal, give out the USD 1.72 cost per click. Dan Shewan’s April 2020 blog for WordStream revealed that the average number of small-scale businesses that use Google Ads could spend from USD 100,000 to USD 120,000 a year.
There are many online advertising strategies, but the best ones are the following:
1. Web Design – Your business’s very own website’s design is one of the best strategies for online advertising. Aside from presenting your company’s creativity, it is also a great tool to promote in-house articles.
2. Search Engine Optimization (SEO) – Making your website noticeable enough for the people on the internet is, without a doubt, a good strategy. This strategy can make it happen. It allows your website to increase in the search engine ranking. So if you are search engine optimized, you will be among the first results to appear whenever curious people search for things that relates to your products and services.
3. Pay-Per-Click – This strategy allows you to pay for a spot in search engine results of specific keywords. Sounds easy for businesses with money. However, you will not be the only one who wants to acquire such a spot. So, you must make a quick review of your bid management, bid estimates, and bid sheets because only the highest bidder can secure the most favorable position.
Insertion order is mostly produced like forms. Since there aren’t too many things you have to take into account, one-page is enough.
Yes, it is. This is to firmly establish the commitment of the advertiser’s representatives and your media outlet.
“Doing business without advertising is like winking a girl in the dark. You know what you are doing, but nobody else does.” This quote by American advertising professor Steuart Henderson Britt indicated how important advertising is in the world of business. For advertising platforms, the use of insertion orders makes sure that the utilization of advertisers on advertising are well-recorded. Not just for legal protection, but also for their marketing outlook.