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BUPA Ireland’s On-line Journey

BUPA Ireland’s On-line Journey. IDMA Conference – 23 rd September 2004. What sites to advertise on?. Broad/main sites worked the best Click thru rates not the best measure-quality of lead is more important Test campaign- radio v’s on-line campaign to promote the site. Creative tips.

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BUPA Ireland’s On-line Journey

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  1. BUPA Ireland’sOn-line Journey IDMA Conference – 23rd September 2004

  2. What sites to advertise on? • Broad/main sites worked the best • Click thru rates not the best measure-quality of lead is more important • Test campaign- radio v’s on-line campaign to promote the site

  3. Creative tips • What works creatively off-line doesn’t necessarily work online • Different type of message - more hard hitting, “Snappier”. Clear definition of message required • Dynamic and Creative ad formats – might have a higher click thru rate but don’t forget to question their conversion ratio • Supporting brand sponsorships works well

  4. Be clear on your on-line advertising objective • Post view tracking has helped • Best results to date have been a singular campaign which is achieving both objectives at the same time • - we have gained this with our Health vortal sponsorship arrangement with eircom.net

  5. = THANK YOU

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