Online campaign process

Online campaign process
UBA :: Internet commission
February 2009
Market structure
2
Creative
Material creation
& delivery
agency
Creative
briefing
1
3
Sales
Advertiser
house
Format specification
Media
briefing
2
Media
Agency
2/2/2009 :: 2
Site selection
Buying
Data
sent,
received
analyzed
Broadcast
Advertiser’s role
Creative
briefing
Communication strategy: Think about my needs
1
Advertiser
Media
briefing
2/2/2009 :: 3
•Who do I want to reach? Target definition
•What do I want them to do? Campaign objectives
•What do I want to measure?
•When? Timing
•How much? Budget
Media & Creative briefings
• A common briefing meeting is the best way to start
Media Agency’s role
•Pluri-media expertise
•Online media strategy
•Planning: channel selection (sites, emailing, SEM,…)
•Formats recommendation
•Reach & Frequency
•Media Buying & negotiation
•Campaign Follow Up
•Tracking & Optimization
•Reporting & Post-Buy analysis
•Measure ROI
Format
specification
2
Media
Agency
2/2/2009 :: 4
Site selection
Buying
Creative agency’s role
2
Creative
Material creation
& delivery
agency
•
•
•
•
•
2/2/2009 :: 5
Concept & creation (gaming, contests,…)
Technology know how
Banners & site development
Ergonomy & site usability
DB Management
Sales house’s role
•
•
•
•
•
•
•
•
2/2/2009 :: 6
Ad placement definition with publisher
(market standardization)
Create innovating products
Inventory management
Pricing
Purchase order
Trafficking & Implementation
Follow up
Reporting
3
Sales
house
Data
sent
Broadcast
Ad-serving platform’s role
•
Message diffusion & reporting
•
•
•
•
•
•
•
•
•
•
•
•
•
3 categories of Ad-server
Publishers/sales house
Broadcast display advertising
Media space management
Third-Party ad-server/Media agencies
Uniform reporting
Real time reporting
Post click and Post view activity
Creative optimization
Unique audience
Technical platform
Streaming diffusion
Emails/sms
Surfer
3rd Party
AV content
Technical
platform
2/2/2009 :: 7
Site
(Publisher)
Adserver sales
house
Zoom on…
- Media Agency timing summary
Media Agency Timing summary
Step by Step
Briefing Template à remplir
Who
Client
When
Details
8 semaines avant démarrage
Envoi tags de deeptracking
(KPIs supplémentaires)
Agence Media
6 semaines avant démarrage
KPIs à tracker en plus des
metrics classiques selon le
client; tels que les demandes de
testdrives, les inscriptions à un
concours etc …
Confirmation intégration des
tags de deeptracking
Client/Agence Web/Agence
créative
6 semaines avant démarrage
Les tags de deeptrackings sont
posés sur le site de l'annonceur
et près à enregistrer
Tests des tags de deeptracking Agence Media
6 semaines avant démarrage
Recommendation de sites
Agence Media
6 semaines avant démarrage
Accord client sur reco sites
Client
5 semaines avant démarrage
Liste des sites pour tagging urls Agence Media
4 semaines avant démarrage
Fiches techniques vers Agence
Créa
4 semaines avant démarrage
Retour Listes d'URL
Agence Media
Client:Agence Web/Agence
créative
3 semaines avant démarrage
Implémentation des URLs
Agence Media
2 semaines avant démarrage
Livraison création
Démarrage de campagne
Agence créative
1 semaine avant démarrage
Reporting (impressions, clicks,
conversions
KPIs)
2/2/2009 ::
9
Reporting
Agence Media
Agence Media
Tests des tags de deeptracking
à base de placements fictifs
Liste de sites envoyée au client
ou à l'agence qui gère l'outil
site-centric pour ajouts de
paramètres dans les urls de
destination des différentes
banners.
Implémentation des urls
spécifiques par site/création
dans l'outil de diffusion
(adserver).
Zoom on…
- Creative Agency process summary
Creative Agency process summary
2/2/2009 :: 11
Zoom on…
- Eyeblaster process
(Rich media : video, expandable…)
Eyeblaster Process (IAB, Nov ’08)
1. Media Agency or Trafficking agency sends the final media plan* with all required info (contact details
of the Creative Agency, right CA account, tracking URL**, …) to Eyeblaster (with Creative Agency in
cc) – 8 working days before the start of the campaign
2. Eyeblaster books the campaign in the agency’s Eyeblaster account, where they can follow and track
the campaign. Flight ID’s are at this moment generated – 7 working days before the start of the
campaign
3. Eyeblaster communicates the Flight ID’s & Campaign ID to the Creative agency & Media Agency – 7
working days before the start of the campaign
4. Eyeblaster asks the Media Agency*** to sign an digital insertion order (this can be done with their
login)
5. Creative Agency uploads the material into the system and obtains like this the ad ID’s. [ If Creative
Agency doesn’t have the knowledge to do this, they can work together with Eyeblaster] – 7 working
days before the start of the campaign
6. Creative Agency links the ad ID’s to the correct Flight ID’s [ If Creative Agency doesn’t have the
knowledge to do this, they can work together with Eyeblaster] – 5 working days before the start of
the campaign
7. CA submits the ads for approval to Publisher (with Media Agency in cc) [ If Creative Agency doesn’t
have the knowledge to do this, they can work together with Eyeblaster] – 5 working days before the
start of the campaign
8. Publisher receives the mails with the approval request – 5 working days before the start of the
campaign
2/2/2009 :: 13
Eyeblaster Process (IAB, Nov ’08)
9. Publisher receives the mails with the approval request – 5 working days before the start of the
campaign. A Publisher possibly tests the material on a test page/site, in order to see whether the ad
is functioning in a live environment. In order to do this, Publishers need to approve the ads in the
Eyeblaster system & downloads the tag to do the necessary tests. An Eyeblaster approval is no
guarantee that the material is OK. Only the final confirmation mail from the Publisher is the final
approval.
10.If ads are not OK, Publisher rejects ads & inputs the reason per AD id into the Eyeblaster system.
Creative Agency receives the reject notification & adapts the material and resubmits the ads in
Eyeblaster.
11. If ads are OK, Publisher implements the ads on their ad-server and sends confirmation mail to the
Media Agency (with creative Agency in cc) stating that the material is implemented & the campaigns
is ready to go live
* The overall media plan & creative briefing should already be sent to the Creative Agency , like any
normal display campaign
** Final destination URL needs to be know at this moment in time
*** This could also be the Publisher or Advertiser. Please check with the stakeholders
2/2/2009 :: 14
Zoom on…
- Online planning optimization
Influence parameters
Impressions
Home page
landing
Subscription
Confirmation
Interest
 Clicks conversion
 Impression conv.
Desire
 HP conversion rate
Action
 subscription
conversion rate
Attention
Awareness  impressions
Traffic generation  Clicks
Creative & target match  Click
trough rate
Influence factors
Creative layout
Creative size
Site choice
2/2/2009 :: 16
Cost
Influence factors
Quality of incoming
traffic (interest level)
Home page design
Influence factors
Questionnaire design
Creative optimisation
» Post click and post-impression registration analysis per
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

Size
Theme
Gif versus Flash
Menu versus no menu
2/2/2009 :: 17
Learnings & implementations
» New creatives design



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2/2/2009 :: 18
Flash
With menu
Showing couples
Showing women
Site selection Optimization
» Post click and post-impression analysis per site


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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
2/2/2009 :: 19
»
Advertiser’s site Optimization
Lower conversion rates on the Flemish speaking part of the site
Compulsory : Replace
“Vlaams” with
“Nederlands”
2/2/2009 :: 20
Advice : show pictures of Flemish
speaking members, not latest
Members (often French speaking)
Online Planning Optimization-… and n°1
35%
MEETIC.BE
30%
RENDEZ-VOUS.BE
25%
20%
RELATIEPLANET.BE
15%
MSN Dating & Personals Belgium
10%
MATCH.COM*
5%
LOOKNMEET.COM
2/2/2009 :: 21
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