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)
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
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
Conference | Platform | Category | Presentation Title | Link + Time Stamp | Published Date | Brand |
---|---|---|---|---|---|---|
Seerfest 22’ | Multi-Platform | E-Commerce | PowerBI: The Revolution to Media Buying and Analysis | March 17, 2022 | Home Decor | |
Hero Conference 21’ | SnapchatTikTok | E-Commerce | Cross Platform Media Buying with PowerBI | September 28, 2021 | N/A | |
Seerfest 20’ | Facebook AdsInstagram | E-CommercePowerBI | Power BI: The DTC Media Buying Advantage | December 10, 2020 | Golden Coil | |
Seerfest 20’ | Multi-Platform | E-CommercePowerBI | Power BI: The DTC Media Buying Advantage | December 10, 2020 | N/A | |
Seerfest 20’ | Shopify | E-CommercePowerBI | Power BI: The DTC Media Buying Advantage | December 10, 2020 | N/A | |
Utah Digital Marketing Collective | Facebook AdsInstagram | E-CommerceCreative | Most Valuable Impression on the Web | August 23, 2019 | N/A | |
Utah Digital Marketing Collective | Facebook AdsInstagram | E-CommerceCreative | Most Valuable Impression on the Web | August 23, 2019 | Lou Lou & Company | |
Utah Digital Marketing Collective | Facebook AdsInstagram | E-CommerceCreative | Most Valuable Impression on the Web | August 23, 2019 | Gathre | |
A4 Congress | Google AdsYouTube | Creative | Video Analytics & The Importance of Creative Optimization | May 21, 2019 | Multiple | |
A4 Congress | Google AdsYouTube | E-CommerceCreative | Video Analytics & The Importance of Creative Optimization | May 21, 2019 | Learning Dynamics (4weekstoread.com) | |
SLC SEM | Google AdsYouTube | AppCreativeAudience | Hacking Facebook & YouTube Ads | March 3, 2018 | iBotta | |
SLC SEM | Google AdsYouTube | BrandCreative | Hacking Facebook & YouTube Ads | March 3, 2018 | Dentek | |
Facebook Ads (Instagram) | Facebook AdsInstagram | E-Commerce | Instagram Stories for the season - An IG Case Study | December 7, 2019 | Gathre | |
Facebook Ads | Facebook Ads | E-Commerce | Multiple Ad Optimizations and Variety of Ad Formats | September 10, 2020 | Layla Sleep | |
Hero Conference 21’ | Google AdsYouTube | E-Commerce | Cross Platform Media Buying with PowerBI | September 28, 2021 | N/A |