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
CLIENT
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
introducing the players
CLIENT
MEDIA
AGENCY
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
CLIENT
MEDIA
AGENCY
CREATIVE
role: develop creative to achieve client KPI’s
goal: create highly effective executions on time and within budget
introducing the players
CLIENT
MEDIA
AGENCY
CREATIVE
PUBLISHER
role: facilitate the delivery of successful campaigns
goal: achieve operational effectiveness delivering campaigns on time and to
specification executions
introducing the players
CLIENT
MEDIA
AGENCY
CREATIVE
PUBLISHER
AD SERVER
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
This sets the framework for
the rest of campaign
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
CREATIVE
CLIENT
MEDIA
AGENCY
stage 1: campaign briefing
what can happen if the
workflow is not followed
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
stage 2: creative ideas and media planning
CREATIVE
after initial briefing with client,
the media agency and creative
agency work collaboratively to
brainstorm ideas, communicate
requirements and determine
campaign concepts
MEDIA
AGENCY
stage 2: creative ideas and media planning
CREATIVE
the agency presents the
concepts to the client
budgets are discussed
client agrees on the final
concept
CLIENT
MEDIA
AGENCY
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
PUBLISHERS
MEDIA
AGENCY
stage 2: creative ideas and media planning
what can happen if the
workflow is not followed
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
stage 3: creative development and media buying
RESPONSE
publisher submits responses
to media agency preferably
via electronic booking
systems
MEDIA
AGENCY
PUBLISHER
responses include ad
formats, sizes, sections and
spend
RESPONSE
stage 3: creative development and media buying
CREATIVE
PUBLISHER
MEDIA AGENCY
CLIENT
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)
stage 3: creative development and media buying
what can happen if the
workflow is not followed
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
stage 4: campaign implementation
MEDIA AGENCY
kick off call
PUBLISHER
media agency coordinates
calls between all
stakeholders
CLIENT
CREATIVE
AD SERVER
stage 4: campaign implementation
banner ad
CREATIVE
code
MEDIA
AGENCY
AD SERVER
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)
PUBLISHER
stage 4: campaign implementation
PUBLISHER
TESTING…
TESTING…
TESTING…
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
stage 4: campaign implementation
what can happen if the
workflow is not followed
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
stage 5: launch, monitoring and optimisation
PUBLISHER
AD SERVER
MEDIA
AGENCY
CREATIVE
CLIENT
publisher completes campaign live checks and sends follow up
confirmations to media agency
finally it’s time for celebrations!
stage 5: launch, monitoring and optimisation
PUBLISHER
MEDIA
AGENCY
media agency monitors and optimises campaign
publisher works with agency to optimise and makes recommendations
stage 6: post campaign analysis
MEDIA
AGENCY
media agency does a final
wrap up of overall
campaign performance
and presents this to the
client
stage 6: post campaign analysis
what can happen if the
workflow is not followed
if the analysis is not presented, learnings cannot be reapplied to
future campaigns
why is this workflow important
MEDIA
AGENCY
CREATIVE
CLIENT
PUBLISHER
AD SERVER
what happens when this workflow
is followed accurately?
PUBLISHER
AD SERVER
CLIENT
MEDIA
AGENCY
CREATIVE
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, www.thisisblow.com.au
THE END