Digital_Marketing_Made_Easy
description
Transcript of Digital_Marketing_Made_Easy
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Adform is easy
Working closely with media agencies and end-clients through almost a decade has enabled
us to obtain valuable digital advertising campaign insights. One thing we have learnt is that
many cases of failed digital advertising unfortunately begin with a poor understanding of
the benefits that modern ad serving and web analytics can bring. This is often a direct
consequence of fear of complicated technology, difficult implementation processes and
other kinds of digital muddle.
This document is designed to bust the most common myths about ad serving and web
analytics tools, showcase priceless benefits you might be missing out on and present our
recommendations for a successful digital advertisement campaign.
Common myths
MYTH: Implementing tracking requires a lot of time before you get it right.
TRUTH: In most cases it is enough to put two tracking points on a Website: one on the
homepage or landing page and one on a lead (sign up, purchase, etc.) page to get the
basic statistics. This two-point set up already enables advertisers to get reports on
leads and conversion rates (COV%) together with natural search, referrers, geo and
technical user information (e.g. operating system or screen resolution).
MYTH: It is technically complicated to produce rich media banners.
TRUTH: Adform's Creative Toolkit, an Adobe Flash plug-in, enables creators of the
banners to almost completely avoid any kind of coding. It employs a simple drag-and-
drop technology that makes creating rich media banners as easy as one-two-three.
MYTH: Campaign set-up is a difficult process.
TRUTH: Setting up a campaign in Adform requires only basic training in the system. A
media plan can be imported directly from Excel, all banners can be uploaded in one zip
archive and sending out tags is as easy as clicking a button.
MYTH: A specialist is required to compile a good report.
TRUTH: Adform provides all users with more than 100 reporting templates to cover all
basic campaign performance areas. A simple search by name is all that is needed to
find a required report. Furthermore, there are more than 1000 reporting metrics
available in Adform and custom reports can be easily created.
Unique benefits
Adform provides advertisers with unique benefits. These include:
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MEDIA PLANNING WIZARD
guides you through the manual entry of data into the Adform system (alternative to
media plan import) and makes sure all necessary data is filled.
ROTATORS AND SCHEDULES
banner rotation and scheduling is accomplished with just a few clicks. At the same
time rotators are powerful tools allowing automatic creative material optimization
according to performance results.
TEST AND SUPPORT CENTER
a dedicated material-testing platform allows the elimination of possible technical
errors in Flash banners.
UNIQUE RICH MEDIA SOLUTIONS
including the ever-popular AdPages, Video Cube, Content Manager banners and many
more…
VARIOUS PERFORMANCE REPORTS
that provide valuable insight for campaign evaluation as well as future campaign
planning including:
Benchmarking
In-screen
Frequency
Reach
Banner heat map
AdSurvey
And many more
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Simplified campaign set up
and management
Significantly increased
value of campaign evaluation
Important insights for future
campaign planning
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Best practices
TWO BANNER MESSAGES IN
ROTATION
Two banners in rotation allow you to
rotate and schedule them to minimize
click-through wear-out. But rotation
and optimization is only a part of the
story: rotation can be optimized by
click-through or conversion rates in
order to achieve even better results.
CONTENT MANAGER
Content Manager gives you control
over the currently running banners.
Whenever you need to change your
message in the banner – it can be
done through Adform with no need to
remake the banner. Furthermore,
Content Manager banner messages
can be rotated in the same way as
several different banners.
ADPAGES
Simply repurpose traditional print
catalogues and magazines into
innovative digital rich media
advertisements. AdPages not only
saves production time and budget,
but also boosts user engagement.
CREATIVE TOOLKIT
Creative Toolkit is an Adobe Flash
plug-in developed by Adform. It
allows for the easy creation of
standard and rich media banners,
while at the same time saving a
significant amount of production
time.
CHECK FOR CLICK FRAUD
Adform constantly checks for
suspicious click activity while
campaigns are running and can help
you identify click-robots and other
kinds of click fraud that can seriously
affect your campaign performance.
BENCHMARKING
Use anonymous data to compare
campaign results with others in your
account by several different criteria.
Benchmarking significantly increases
the value of post-campaign
evaluation reports as well as provides
inputs to future planning.
Over years of experience in digital advertising, we have collected a set of tips for our
clients on how to improve campaign performance and make the most of 3rd party ad
serving. Here are a few of them.
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Case: Mio AdPages
Overview and challenge
After the global recession advertisers
have been more focused on finding new
cost-saving ways to advertise.
Repurposing traditional print material
and distributing it through new channels
is one way to do this.
MIO, the second largest Swedish retail
chain for furniture and home accessories
is always interested in finding new cost-
efficient ways of distributing their
catalogues. At the same time it is
essential that MIO get their target group
to spend time with the brand thereby
building brand awareness and
preference.
The solution
AdPages was chosen by Starcom Sweden,
a media agency for MIO. It allowed easy
repurposing of MIO traditional print
material into innovative rich media
banners.
The conclusion
SAVES TIME AND MONEY:
Traditional print material is easily
converted into an innovative rich
media solution.
ENGAGING SOLUTION:
More than 22% of viewers
interacted with the digital catalogue
for more than 1 minute.
The result
The AdPages solution proved to be highly
engaging, with a click-to-full screen rate
of 0.14%. Furthermore, over 22% of
users who went full-screen spent more
than 1 minute interacting with the
catalogue.
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“The results of using Adform Retargeting has been great with significantly increased CTR and conversion rates”
Johan Markus – Hi3G Sweden
The challenge
Fierce competition in the Telco industry
means that Hi3G is constantly on the
lookout for new conversion-generating
techniques that can keep the price per
conversion down.
Hi3G Sweden had a lot of prospects
browsing their site without converting.
The solution
Adform Retargeting setup allowing Hi3G
to re-pitch prospects with the product
they almost bought and retarget
purchasers with ads for complementary
products and special promotions.
The result
After implementing Adform Retargeting
Hi3G has seen significantly increased
CTR- and conversion rates; compared to
standard campaigns, Adform Retargeting
campaigns has proven its value with a
500% increase in CTR (%) and 2 times
higher conversion rates.
All in all Adform Retargeting helped turn
’window shoppers’ into customers
thereby giving Hi3G a staggering sales
uplift!
The conclusion
Adform Retargeting can significantly
increase click-through and
conversion rates.
Adform Retargeting radically
increases campaign ROI!
Adform Retargeting excellently
converts prospects into purchasers
and allows advertisers to retarget
and up-sell their products.
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Case: Retargeting boosts 3's campaign ROI
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Adform is a leading supplier of products and services within digital
marketing. The company was founded in 2002 and offers a digital universal
solution consisting of campaign planning, ad serving, search engine
marketing, web analytics and reporting.
Adform has leading clients in all major industries and delivered campaigns
for over 2,700 clients across 4,900 global web publishers in more than 25
countries worldwide in 2010.
Adform has offices in London, Hamburg, Stockholm, Oslo, Milan, Wroclaw,
Czech Republic, Vilnius and Copenhagen
About Adform
+370 52721111
C AL L U S :
C O N TA C T U S B Y EM A I L :
www.adform.com
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