FAQ - Online, On-Demand Media Buying

Koeppel Interactive is an interactive/new media advertising agency that specializes in online media buying, online video advertising, and on-demand media buying. We combine innovative video advertising technology with world-class media planning and buying services to deliver direct response campaigns that generate an outstanding return on investment (ROI).

We are not a creative agency per se; however we do have in-house creative staff and work closely with our affiliate production houses to develop eye-catching ads that exceed our client's expectations. We are also not a traditional television or radio media buyer. The kind of television advertising we specialize in is non-linear, on-demand advertising through vehicles such as video-on-demand (VOD), digital video recorder (DVR) and Internet Protocol television (IPTV) advertising.

Koeppel Interactive helps direct response marketers execute smart, highly profitable digital advertising campaigns by outsourcing functions such as market research, media planning, media buying, ad trafficking, analysis and reporting. Our relationship with the major Web publishers, MSO’s and digital networks enables us to get premium ad placements at below-rate-card pricing.

Koeppel Interactive offers two different pricing models based on the size of your company and marketing goals. For startups, we offer CPA-based pricing and only charge for the sales and upsells that we generate. For established marketers, or startups who want to run large-scale blitz campaigns, we can manage your media on a commission basis. Because we buy in volume, we are able to negotiate media buys well below standard rate card, passing the savings on to you. Feed services, guerilla marketing and other special projects may be billed separately at time & materials or on a fixed price basis.

Koeppel Interactive recommends starting with a direct response test across one or two of the major networks. The cost of a run-of-network test varies, but you should budget at least $10 to $20 K. A positive test will enable us to negotiate an aggressive CPM, CPC or even CPA deal with the network.

In terms of overall budget, direct response marketers should budget no less than $ 10 K per month to cover both paid search and rich media advertising. Serious marketers should budget $100 K a month or more to achieve DRTV-like numbers. Koeppel Interactive specializes in large, multi-channel campaigns designed for maximum impact and high return on investment (ROI).

Getting started is easy. We offer a free initial consultation to evaluate your product and direct response marketing needs. We can conduct this meeting in person or over the phone – whichever option is more convenient for you. Once we understand your requirements, we set up your account and begin the market research and planning phase of your advertising campaign. We will need an upfront deposit to put toward direct response testing on one or more networks. If we are designing your creative, Website and/or landing pages, we will require a deposit for this work as well.

Koeppel Interactive requires an upfront deposit for creative and Web development work, as well as for initial direct response testing. Thereafter we will invoice you on a weekly or less frequent basis, depending upon the activity of your account. We reserve the right to bill, at time & materials, for any services performed outside of the scope of the contract. Work requested on an immediate or urgent basis, and which cannot be accommodated by standard timelines, will incur a 25% pricing premium.

Koeppel Interactive specializes in rich media interactive video ads delivered over the Web or via on-demand channels, such as video-on-demand (VOD), digital video recorder (DVR), Internet Protocol television (IPTV) and mobile TV. When advertising on the search engines, we use text ads with a call to action to click and play an interactive video.

Sometimes we will launch an online campaign by testing with lower-cost banners, such as static and animated GIFs. We do this to make sure that the copy/creative connects with the target audience before rolling out a more expensive rich media effort.

An interactive video is a video file that is augmented with buttons and interactive hotspots, permitting user response and participation. Interactive video enables users to buy products, respond to polls, fill out forms and perform other actions without disrupting the video stream.

Your infomercial will be converted to a digital file that can be streamed and viewed on a Web site, typically in a special panel or pop-up window. Retooling a direct response spot or long form infomercial for the Web can be a challenge. The creative and interactive elements of the ad have to be just right. For long form infomercials, Koeppel Interactive focuses on ad content that gets consumers to watch as much of the infomercial as possible.

On-demand advertising is digital media advertising through vehicles such as video-on-demand (VOD), digital video recorder (DVR), Internet Protocol television (IPTV) and mobile TV. Also called interactive television or iTV advertising, on-demand advertising is not limited to fixed time slots. On-demand ads are viewer selected and may be streamed based on criteria such as genre, show, viewer demographics and geographic location (zip+4).

Koeppel Interactive provides campaign and Web analytics reports that give clients up-to-the-moment intelligence on their advertising investments. Koeppel Interactive specializes in cross-channel, multi-media reports that drill down from the campaign level to the individual ad placement and creative assignment level. We provide you with a clear and detailed picture of your media efficiency, cost per order (CPO), profitability and return on investment (ROI).

Online, On-Demand Media Buying FAQ