Digital Media

Digital Media Buying That Wins Customers

With nearly 5 billion users globally, the internet provides powerful and unprecedented opportunities for connection, communication and commerce.

As a full-service digital media agency, Foundry understands the vital role online interactions play in helping our clients engage with consumers. And we know that one of the most efficient and effective ways to promote this engagement is through targeted digital media buying.

Digital media buying is the strategic procurement of space and time to run paid online advertisements. Paid online advertisements–when done right–can quickly increase brand awareness, drive website traffic and conversions, and boost your bottom line.

Foundry’s digital media team are experts at leveraging complex data and digital tools to identify your customer base and understand their needs, attitudes and behaviors. The result is highly targeted messaging, delivered to the right audience, in the right place, at the right time and for the right price.

What to Expect When Working With Us

Foundry’s commitment to building long-term relationships with our clients is what sets us apart from other digital ad agencies. We know that effective online advertising is not achieved through a one-time transaction or “set it and forget it” approach. For this reason, our digital media buying services are actually part of a full-circle digital media buying process. From strategic development to implementation to evaluation, our team partners with you every step of the way.

Digital Media Planning
Foundry’s digital media team works with clients to understand their brand, budget and overall marketing strategy. We collect, organize and analyze available data in order to identify the target audience and digital platforms appropriate to your organization. The resulting digital media plan includes objectives, strategies and tactics to reach those targets in the most effective and cost-efficient manner possible.

Digital Media Buying
Once a digital media plan receives a client’s final approval, our experienced team goes to work. We employ powerful digital analytics and tools to further refine and target each audience segment. We determine the most efficient and effective mix of advertising channels and formats. And we place digital media buys across the platforms that make the most sense for our client, their audience and their goals.

Digital Media Stewardship
Our digital media buying services do not stop at the point of purchase. We manage every media buy to make sure that placement, timing and price are implemented correctly. We also use real-time data to analyze the results of each buy. Through constant monitoring and assessment, we are able to optimize media dollars and ensure the highest return on investment (ROI) for our clients.

Digital Media Buying Services

There are seemingly countless options when it comes to paid online advertising. Foundry’s team of experts has decades of digital ad agency experience across all major online channels. We specialize in tailoring our digital media buying services to meet the unique needs, goals and budget of your organization.

Paid Search
Research shows that 93 percent of web traffic comes through a search engine such as Google or Bing (Search Engine Journal). Paid search puts your sponsored content at the top of relevant keyword search engine results, where consumers are more likely to see and select it. Most platforms offer a pay-per-click model (PPC), meaning you pay only when users click on the link to your site.

Paid Social
Social media sites like Facebook, Instagram, Twitter, LinkedIn, TikTok and YouTube offer advanced targeting options, resulting in the best possible audience for highly relevant, customized ad placement. In addition to driving direct sales, paid social media campaigns generally help create brand awareness, growing your social channels and enhancing your organic social media strategy.

Retargeting
This form of online advertising connects with potential customers after they have visited your website. Retargeting keeps your brand “top of mind” among consumers who have already indicated interest in your product. It also allows you to share additional information or provide reminders after they leave your site, increasing the likelihood of conversion.

Video Advertising
It is estimated that the average person watches 100 minutes of online video each day (Zenith). From standalone video ads to short segments that play before, during or after streaming video content (referred to as pre-, mid- or post-roll), video ads are particularly effective when it comes to audience engagement and recall.

Mobile Advertising
Mobile internet traffic now outpaces desktop traffic, and a full 90 percent of internet users access the internet via their smartphone or tablet (Statista). Optimizing ads for mobile is no longer optional–it is a necessity. This is particularly true for organizations that serve a specific geographic area or have a physical storefront, as up to half of all search queries are location-based (Go Gulf).

Programmatic Advertising
Programmatic advertising is an automated bidding process that allows relevant advertisers to compete for advertising space in real time when a user visits a particular page. It is highly efficient when it comes to securing placements based on parameters established by humans. Digital ad software supplements–rather than supplants–strategy, research and analysis that is customized to your organization.

Negotiated Placements
While programmatic advertising is lauded for its efficiency, there is still a place for deep knowledge of digital platforms and trusted relationships with vendors. Foundry’s longstanding dedication to good products and good people means that we have industry credibility and the ability to negotiate the best possible advertising placement and rates on behalf of our clients.

“Foundry leads through analysis, experience and creativity. They give high importance to our ROI in relation to marketing budget. The team members compliment each other in real-world experience and offer solutions in and out of scope of work. All meetings/discussions are fruitful with brainstorming, exceptional listening skills and deep understanding of the digital marketing world.”

– Tracy Harven, CMO, TableForce

Certifications and Technology Partners

Expertise matters! Our digital media buying team has decades of experience in the field. We are committed to enhancing our knowledge and skills by taking part in continuing education, adhering to best practices and demonstrating advanced competency through a formal examination process. Our digital media buyers are certified across a variety of platforms and are proud to partner with the following organizations.