Switched from programmatic to direct buy for a local client, mixed results so far

Had a client in Cincinnati who was spending $8k a month on programmatic display ads. Clicks were okay but zero conversions after 3 months. Convinced them to try a direct buy with the local newspaper's digital network for $5k. We got 12 form fills in the first month from that. But now the newspaper wants to raise rates 30% for next quarter. Anyone else find direct buys work better short term but get pricey fast?

3 comments

3 Comments

emmag223d ago

Wait, 12 form fills in a month is pretty solid though.

cole9943d ago

Bought a similar local newspaper package for a small auto dealer in Akron a couple years back, and that first month was like magic with calls coming in. But by the third month the rate hike hit and we had to renegotiate hard or walk away. Just be ready to let the contract expire and see if they come back with a better offer after a month of dead inventory.

the_wren2d ago

Jesus, 12 form fills? From a newspaper ad? That's wild. I figured those things were mostly just for old people who still clip coupons and call in. If that's real, you basically struck gold for a dealer lot. Most online ad campaigns I've seen barely pull half that without burning through a budget.