Media Buying & Optimization

Media Buying & Optimization

The Art & Science

Media buying has never been more lucrative for advertisers, specifically on the Google and Facebook ads platforms. At the same time, traditional digital segments like display and video networks, as well as search engines, play a massive part in this ecosystem. There are no more impactful media than videos on YouTube, Instagram, and TikTok. Day trading audiences on these publishers and optimizing results in real-time are a unique set of skills Variable Media has mastered and will continue to innovate as the platforms grow in parallel.

Advertisers understand that they must innovate in the media buying space. Variable Media provides the media buying tools and optimization recommendations and implementations to ensure success. Our proprietary variable analysis is unique to us and, when implemented, can yield tremendous performance results combined with brand awareness & purchase intent information that could impact the business.

Online video may be a laboratory today, but wise marketers will experiment early and often.

– David Wolf, president/ceo, Wolf Group Asia (view source article)

Results Driven Optimization (Example)

Variable Analysis

  • Search
    • Headline vs. Description
    • Brand vs. Non Brand
  • Facebook Ads
    • Platform (IG vs. FB)
    • Placement (IG - Reels, Stories, Feed)
  • Bid Optimization
    • Ad Platforms
    • Brand / Advertiser Impact
    • Adjustments
  • Advanced Targeting Experience
    • Ad Platform
    • iOS 14 Impact
    • Areas of Growth
Sample Weekly Planning

This bulleted list provides an 8-week sample optimization plan to provide a better understanding of our week to week focus based on primary and secondary focus points:

  • Week 1-2 - Campaign Launch
    • Primary - Creative, Bidding, Pacing
    • Secondary - First level variables
  • Week 2-4 - Optimize & Educate
    • Primary - Creative, Placements, First level variables
    • Secondary - Audience Targets, Device, Platform, Geo
  • Week 5-6 - Optimize & Test
    • Primary - Audience, Bidding, Pacing
    • Secondary - Second level variables, custom audiences
  • Week 7-8 - Scale & Sustain
    • Primary - Second level variables, geo, device
    • Secondary - conquest, look-a-like, custom audiences

Advertiser/Platform Case Studies

ConferencePlatformCategoryPresentation TitleLink + Time StampPublished DateBrand
Multi-Platform
E-Commerce

PowerBI: The Revolution to Media Buying and Analysis

March 17, 2022

Home Decor

SnapchatTikTok
E-Commerce

Cross Platform Media Buying with PowerBI

September 28, 2021

N/A

Facebook AdsInstagram
E-CommercePowerBI

Power BI: The DTC Media Buying Advantage

December 10, 2020

Golden Coil

Multi-Platform
E-CommercePowerBI

Power BI: The DTC Media Buying Advantage

December 10, 2020

N/A

Shopify
E-CommercePowerBI

Power BI: The DTC Media Buying Advantage

December 10, 2020

N/A

Facebook AdsInstagram
E-CommerceCreative

Most Valuable Impression on the Web

August 23, 2019

N/A

Facebook AdsInstagram
E-CommerceCreative

Most Valuable Impression on the Web

August 23, 2019

Lou Lou & Company

Facebook AdsInstagram
E-CommerceCreative

Most Valuable Impression on the Web

August 23, 2019

Gathre

Google AdsYouTube
Creative

Video Analytics & The Importance of Creative Optimization

May 21, 2019

Multiple

Google AdsYouTube
E-CommerceCreative

Video Analytics & The Importance of Creative Optimization

May 21, 2019

Learning Dynamics (4weekstoread.com)

Google AdsYouTube
AppCreativeAudience

Hacking Facebook & YouTube Ads

March 3, 2018

iBotta

Google AdsYouTube
BrandCreative

Hacking Facebook & YouTube Ads

March 3, 2018

Dentek

Facebook AdsInstagram
E-Commerce

Instagram Stories for the season - An IG Case Study

December 7, 2019

Gathre

Facebook Ads
E-Commerce

Multiple Ad Optimizations and Variety of Ad Formats

September 10, 2020

Layla Sleep

Google AdsYouTube
E-Commerce

Cross Platform Media Buying with PowerBI

September 28, 2021

N/A