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Online campaign process. Online campaign process Agenda. Global scheme : who does what Market structure Role definition Online Planning Optimization. Online campaign process Market structure. 2. Material creation & delivery. Creative agency. Creative briefing. Broadcast. 1. 3. - PowerPoint PPT Presentation
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Online campaign process
04/20/23 :: 2
Global scheme : who does what Market structure Role definition
Online Planning Optimization
Online campaign processAgenda
04/20/23 :: 3
Online campaign process Market structure
Creativeagency
MediaAgency
Advertiser
Media briefing
Creative briefing
Material creation& delivery
Site selectionBuying
Broadcast
Format specification
1
2
2
Saleshouse
Datasent,
receivedanalyzed
3
04/20/23 :: 4
Online campaign process Advertiser’s role
Advertiser
Media briefing
Creative briefing
1
Communication strategy: Think about my needs
Who do I want to reach? Target definitionWhat do I want them to do? Campaign objectives What do I want to measure? When? TimingHow much? Budget
Media & Creative briefings
04/20/23 :: 5
Online campaign process Media Agency’s role
Format specification
MediaAgency Site selection
Buying
2
Online media strategyMedia expertise Planning: channel selection (sites, email mkg, SEM,…)Formats recommendationReach & FrequencyMedia Buying & negotiationCampaign Follow UpTracking & OptimizationReporting & Post-Buy analysisMeasure ROI
04/20/23 :: 6
Online campaign process Creative agency’s role
Creativeagency
Material creation& delivery
2
Concept & creation (gaming, contests,…) Technology know how Banners & site development Ergonomy & site usability DB Management
04/20/23 :: 7
Online campaign process Sales house’s role
Broadcast
Saleshouse
Datasent
Ad placement definition with publisher (market standardization)Create innovating productsInventory managementPricingPurchase orderTrafficking & ImplementationFollow up Reporting
3
04/20/23 :: 8
Online campaign process Adserving platform’s role
Message diffusion & reporting
3 categories of Adserver Publishers/saleshouse
Broadcast display advertisingMedia space management
Third-Party adserver/Media agencies
Uniform reporting Real time reportingPost click and Post wiew activityCreative optimizationUnique audience
Technical platformStreaming diffusionEmails/sms
Site(Publisher)
Surfer
Adserver sales house
Technical platform
3rd PartyAV content
04/20/23 :: 9
Online campaign process Market structure
Creativeagency
MediaAgency
Advertiser
Media briefing
Creative briefing
Material creation& delivery
Site selectionBuying
Broadcast
Format specification
1
2
2
Saleshouse
Datasent,
receivedanalyzed
3
Online Planning Optimization
04/20/23 :: 11
Online campaign optimization Influence parameters
Home pagelanding Subscription
Confirmation
Impressions
Interest Clicks conversion Impression conv.
Desire HP conversion rate
Action subscription conversion rate
AttentionAwareness impressionsTraffic generation ClicksCreative & target match Click trough rate
Influence factorsCreative layoutCreative sizeSite choiceCost
Influence factorsQuality of incoming traffic (interest level)Home page design
Influence factorsQuestionnaire design
04/20/23 :: 12
Online campaign optimizationCreative optimisation
Post click and post-impression registration analysis per Size Theme Gif versus Flash Menu versus no menu
04/20/23 :: 13
Online campaign optimizationLearnings & implementations
New creatives design
Flash With menu Showing
couples Showing
women
04/20/23 :: 14
Online campaign optimizationSite selection Optimization
Post click and post-impression analysis per site Targeted site : number of subscriptions vs impressions Economical sites : cost per subscription Powerful sites : total number of conversions
In that case, Click through rate is not the right indicator Cheap media space is not always the most efficient deal
04/20/23 :: 15
Online campaign optimizationAdvertiser’s site Optimization
Lower conversion rates on the Flemish speaking part of the siteCompulsory : Replace “Vlaams” with “Nederlands”
Advice : show pictures of Flemish speaking members, not latest Members (often French speaking)
04/20/23 :: 16
Online campaign process Online Planning Optimization-… and n°1
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MEETIC.BE
RENDEZ-VOUS.BE
RELATIEPLANET.BE
MSN Dating & Personals -Belgium
MATCH.COM*
LOOKNMEET.COM
