In this Feature Focus, we highlight the MediaAlpha Budgeting & Pacing tool found on the MediaAlpha for Advertisers platform.
One common complaint advertisers express to us is that they have no control over the delivery pace of their lead, click, or call orders when buying vertical search media in the traditional offline purchase order process.
Aggregators and ad networks will often deliver inventory in a manner most profitable to them. Which typically means that they are looking to fulfill a daily or monthly order level as quickly as possible. This delivery pace most often favors the seller, not the buyer.
Uneven or frontloaded delivery of inventory creates a feast or famine scenario for buyers. As a result, an advertiser might find its call center is unable to keep pace with follow-up of these leads, reducing the number of customer conversions created from the campaign. Alternatively, call center operations might be underutilized because they are receiving insufficient lead volume to align with call center capacity.
The MediaAlpha Budgeting & Pacing tool gives advertisers full control of the delivery pace of their clicks, calls and leads. With the Budgeting & Pacing feature, marketers can regulate the speed at which vertical search media budget is spent to match intra-month and day capacity and demand for leads, clicks or calls.
This tool is designed with buyers in mind. Advertisers can set a specific monthly budget dollar amount, or daily cap (lead, click, call count), and the MediaAlpha for Advertisers platform will pace it evenly throughout the month (or day) — ideally spending the last dollar at 11:59pm on the last day of the month or day (or whatever time of the day the Advertiser has selected).
If an advertiser wants to increase or decrease their delivery pace at any time, a user-friendly Adjustment Factor scale can be used to increase or decrease spend or count in increments of 5%.
With the MediaAlpha Budgeting & Pacing tool, regain control of your budget and pacing and deploy it exactly how you want to maximize the effectiveness of your ad spend.
For more information on the Budgeting & Pacing tool or other campaign management features within the MediaAlpha platform, please contact your MediaAlpha account representative or request a demo today.