Determine the campaign success metrics

1. Determine the campaign success metrics What makes online advertising creative is not just its design or use of technology, but also the results it generates. Prepare your ego for impact. 1

2. SUCCESS METRICS FOURKEYMEASUREMENTS —How many people see it —How many people click it —How many people “use” it —How many people buy from it 1

3. WHAT’S MEASURED WHEN TO USE IT WHERE TO USE IT SUCCESS METRICS CPM (Cost per impression)Advertiserpays for impressions Branding campaigns on content websites All major websites and portals 1

4. WHAT’S MEASURED WHEN TO USE IT WHERE TO USE IT SUCCESS METRICS CPC (Cost per click)Advertiser pays for clicks DR campaigns where there is a strong call to action Ad networks (Advertising.com, Burst, ValueClick) 1

5. WHAT’S MEASURED WHEN TO USE IT WHERE TO USE IT SUCCESS METRICS CPL (Cost per lead)Advertiser pays for leads DR campaigns where exact ROI metrics are determined Ad networks, Cool Savings, iWon (pricing only available after profitability established with vendor) 1

6. WHAT’S MEASURED WHEN TO USE IT WHERE TO USE IT SUCCESS METRICS CPO (Cost per order)Advertiser pays foraquisitions DR campaigns where exact ROI metrics are determined Ad networks, Cool Savings, iWon (pricing only available after profitability established with vendor) 1

7. TOP 10: Things to ask at a Creative Review AMY do this • Is the work created in PhotoShop? • Do the concepts use the medium well? • Is the work intrusive without being obnoxious? • Is the final frame a complete thought, can it live without • the previous frames? • Is there a clear call to action throughout? • Is the logo on the final frame? (If not a teaser campaign) • Is the creative within the specs supplied by the sites? • Will you have enough creative for the length of the buy, • after the client review? • Can the concepts be resized to fit the buy and/or testing? • Does the banner match/set up where it is linking?