Online Campaign ComponentsOnline Campaign Components

The GoalThe Goal

The AudienceThe Audience

The SurveyThe Survey

The LocationsThe Locations

The CreativesThe Creatives

The BudgetThe Budget

The NumbersThe Numbers

The AudienceThe Audience

Questions to AskWho are they?What do they think?How do they use the internet?Different populations?

TipsGo beyond focus groupsGet in the audiences’ head“Watch” them use the internet

WHBS ExperienceExtrapolation from general internet populationsFocus Group ResearchDiscussions with Manhunt and Gay.com about use behaviorsWe dove deep into user beliefs and perceptions of internet use, research, surveys, and consumer behaviors

The SurveyThe Survey

Brand it

Entertain alittle

Keep it simple

UseConversational

Language

Make it ridiculously

easy

The LocationsThe Locations

Questions to AskWhere is my target audience going?Does this site have adequate traffic?Is the target audience what the brand suggests?

TipsPartner with key websitesUse unbiased raitings, look beyond qualitative info

WHBS ExperienceFocus group info only provided initial ideas (MySpace)Targeting capacity is a major consideration (365Gay)Ratings services suggested that population claimed are not population served (BlackPlanet).Continuos field monitoring important - popular sites change fast (Gay.com)

The CreativeThe Creative

TipsGet AttentionMatch quality of other advertisingChallenge qualitative assumptions with dataKeep messaging and creative freshGet to users “before the party”Animation does produce better performance

BudgetBudget

TipsWork on a target cost per complete basisOffer standard paymentsCollaborate to meet site monthly minimums

WHBS ExperienceLoss of control on pro-bono placementsCombining resources increases efficiency and effectiveness even with differing goals

The NumbersThe NumbersCost Per Complete (1.0)Cost Per Complete (1.0)

Manhunt $0

Adtegrity3.00

eCrush5.33

SFGate 5.50

Facebook 10.06

MaxMen12.25

Rivals13.00

365Gay 13.70

Gay.com 16.23

Slingo 17.00

Hi5 19.67

Friendster 22.56

Earthlink 30.00

MySpace 33.27

Webshots 61.24

NY Post 104.00

Photobucket125.93

Baltimore Sun 144.00

Match.com 235.00

$40

334,0007100

469,0004700

284,000988

The NumbersThe NumbersClick Through Rate (1.0)Click Through Rate (1.0)

impressions per completeimpressions per completeimpressions per completeimpressions per complete

The NumbersThe NumbersCost Per Complete (2.0)Cost Per Complete (2.0)