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Online campaign process

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.

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Online campaign process

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  1. Online campaign process

  2. Online campaign processAgenda • Global scheme : who does what • Market structure • Role definition • Online Planning Optimization

  3. Online campaign processMarket structure 2 Material creation & delivery Creative agency Creative briefing Broadcast 1 3 Advertiser Sales house Format specification Data sent, received analyzed Media briefing 2 Media Agency Site selection Buying

  4. Online campaign processAdvertiser’s role • Communication strategy: Think about my needs • 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 Creative briefing 1 Advertiser Media briefing

  5. Online campaign processMedia Agency’s role • Online media strategy • Media expertise • Planning: channel selection (sites, email mkg, SEM,…) • Formats recommendation • Reach & Frequency • Media Buying & negotiation • Campaign Follow Up • Tracking & Optimization • Reporting & Post-Buy analysis • Measure ROI Format specification 2 Media Agency Site selection Buying

  6. Online campaign processCreative agency’s role 2 Material creation & delivery Creative agency Concept & creation (gaming, contests,…) Technology know how Banners & site development Ergonomy & site usability DB Management

  7. Online campaign processSales house’s role • Ad placement definition with publisher (market standardization) • Create innovating products • Inventory management • Pricing • Purchase order • Trafficking & Implementation • Follow up • Reporting Broadcast 3 Sales house Data sent

  8. Online campaign processAdserving platform’s role • Message diffusion & reporting • 3 categories of Adserver • Publishers/saleshouse • Broadcast display advertising • Media space management • Third-Party adserver/Media agencies • Uniform reporting • Real time reporting • Post click and Post wiew activity • Creative optimization • Unique audience • Technical platform • Streaming diffusion • Emails/sms Site (Publisher) Surfer 3rd Party AV content Technical platform Adserver sales house

  9. Online campaign processMarket structure 2 Material creation & delivery Creative agency Creative briefing Broadcast 1 3 Advertiser Sales house Format specification Data sent, received analyzed Media briefing 2 Media Agency Site selection Buying

  10. Online Planning Optimization

  11. Influence factors Creative layout Creative size Site choice Cost Influence factors Quality of incoming traffic (interest level) Home page design Influence factors Questionnaire design Online campaign optimizationInfluence 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

  12. Online campaign optimizationCreative optimisation • Post click and post-impression registration analysis per • Size • Theme • Gif versus Flash • Menu versus no menu

  13. Online campaign optimizationLearnings & implementations • New creatives design • Flash • With menu • Showing couples • Showing women

  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

  15. Compulsory : Replace “Vlaams” with “Nederlands” Advice : show pictures of Flemish speaking members, not latest Members (often French speaking) Online campaign optimizationAdvertiser’s site Optimization • Lower conversion rates on the Flemish speaking part of the site

  16. Online campaign process Online Planning Optimization-… and n°1

  17. Appendix Julie.t@mediacontacts.com +32 2 349 15 55 t h a n k y o u !

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