DIGITAL CAMPAIGN best practice

introduction What? A recommended best practice workflow for digital campaigns Why? To produce more effective campaigns To educate new people in the online industry To breakdown roadblocks in the campaign process To bring all parts of the industry together for the benefit of better ROI for the client How? This presentation will walk you through best practice guidelines for the digital campaign workflow and what can happen if it is not followed

six stages of a digital campaign 1 - campaign briefing 2 - creative ideas and media planning 3 - creative development and media buying 4 - campaign implementation 5 - launch, monitoring and optimisation 6 - post campaign analysis

introducing the players role: guide agencies on business objectives and articulate required KPI’s goal: increase ROI or brand metrics, derive best possible outcomes from digital advertising campaign CLIENT

introducing the players MEDIA AGENCY CLIENT role: develop an advertising strategy and media plan goal: achieve campaign KPI’s set by the client in the most efficient manner

introducing the players CREATIVEMEDIA AGENCY CLIENT role: develop creative to achieve client KPI’s goal: create highly effective executions on time and within budget

introducing the players PUBLISHERCREATIVEMEDIA AGENCY CLIENT role: facilitate the delivery of successful campaigns goal: achieve operational effectiveness delivering campaigns on time and to specification executions

introducing the players AD SERVERPUBLISHERCREATIVEMEDIA AGENCY CLIENT role: provide the platform that assists with the facilitation of campaign execution and reporting analytics goal: deliver successful campaign execution and provide campaign analytics for media agencies

stage 1: campaign briefing client briefs agencies on business and campaign objectives agencies query client in order to establish clear guidelines and gather all necessary information roles and responsibilities are established and agreed upon This sets the framework for the rest of campaign CLIENTMEDIA AGENCY CREATIVE

stage 1: campaign briefing late briefing leads to rushed planning, negotiations, creative concepting and finally, development lack of detail in brief can result in generic media plans and ineffective creatives agencies not resolving all questions of brief with client can lead to unmet client expectations for media or creative, potentially meaning multiple revisions and wasted time what can happen if the workflow is not followed

stage 2: creative ideas and media planning after initial briefing with client, the media agency and creative agency work collaboratively to brainstorm ideas, communicate requirements and determine campaign concepts MEDIA AGENCY CREATIVE

stage 2: creative ideas and media planning the agency presents the concepts to the client budgets are discussed client agrees on the final concept CLIENTMEDIA AGENCY CREATIVE

stage 2: creative ideas and media planning media agency briefs multiple publishers individually brief contains: business objectives, marketing objectives, audience, type of media used, time of day they are looking to run media, and media budget MEDIA AGENCY PUBLISHERS

stage 2: creative ideas and media planning late brief could mean desired inventory is unavailable and the client could be left with potentially less inventory or less appropriate inventory rushed proposal could result in lack of understanding of campaign goals lack of collaboration between media and creative agencies could lead to incorrect brief and delivering wrong ad sizes or wrong creative concepts what can happen if the workflow is not followed

stage 3: creative development and media buying publisher submits responses to media agency preferably via electronic booking systems responses include ad formats, sizes, sections and spend MEDIA AGENCYPUBLISHER RESPONSE

stage 3: creative development and media buying client reviews and approves responses from agencies and creative publisher gives the media agency inventory approval client signs off final schedule media agency signs off the Insertion Orders (IOs) CLIENTMEDIA AGENCYCREATIVEPUBLISHER

stage 3: creative development and media buying proposal exceeds budget that was briefed tight deadlines lead to: – desired inventory unavailable – media agency cannot negotiate the best rates for client – lack of detail in media agency brief or lack of response time given to publisher results in generic proposal – publisher misses due date and not included in plan what can happen if the workflow is not followed

stage 4: campaign implementation kick off call media agency coordinates calls between all stakeholders CLIENT MEDIA AGENCY CREATIVE PUBLISHER AD SERVER

stage 4: campaign implementation creative assets delivered to media agency media agency traffics through third party ad server publisher receives tags and/or creative from media agency publisher traffics through their own ad server (site-serving) MEDIA AGENCY CREATIVEPUBLISHERAD SERVER banner ad code

stage 4: campaign implementation publisher checks the creative meets technical requirements anything that doesn’t work is returned to media agency for resolution for custom executions: additional approvals may be required from agencies and clients once approvals and testing are complete, publishers set campaign up to go LIVE PUBLISHER TESTING…

late delivery of creative assets or late approval by client compresses timelines for all parties concerned creative doesn’t meet specifications or doesn’t work as intended, leading to revisions and re-submissions contributing to further delays delayed launch can result in loss of inventory and thereby money for the client and/or publisher what can happen if the workflow is not followed stage 4: campaign implementation

stage 5: launch, monitoring and optimisation publisher completes campaign live checks and sends follow up confirmations to media agency finally it’s time for celebrations! CLIENT MEDIA AGENCY CREATIVEPUBLISHERAD SERVER

stage 5: launch, monitoring and optimisation media agency monitors and optimises campaign publisher works with agency to optimise and makes recommendations MEDIA AGENCY PUBLISHER

stage 6: post campaign analysis media agency does a final wrap up of overall campaign performance and presents this to the client MEDIA AGENCY

stage 6: post campaign analysis if the analysis is not presented, learnings cannot be reapplied to future campaigns what can happen if the workflow is not followed

why is this workflow important CREATIVE MEDIA AGENCY CLIENT PUBLISHERAD SERVER

what happens when this workflow is followed accurately? CLIENTMEDIA AGENCY CREATIVEPUBLISHERAD SERVER opportunity to be briefed on new campaigns get BIGGER budgets win IAB and MFA awards greater efficiencies and communication between all parties

ACKNOWLEDGEMENTS

launch signatories

thank you to all the contributors, in particular the project leaders – Georgina Elrington – REA Media – Nic Hodges – The Communications Council Representative the other members of the Digital Campaign Workflow working group – Caroline Fuller – MediaMind – Ian Swindells – Network 10 – Jon Moffat – Fairfax Media – Kylie O’Brien – Yahoo!7 – Lauren Oldham – MFA Representative – Melissa Lim – Yahoo!7 – Ruth Trewhella – Telstra Advertising Network – Scott Regan – News Australia Sales – Vanessa Horgan – CBS Interactive the design agency: Blow,

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