6 Keys to Online Sales Success
3. Set expectations.
Ask your advertisers how they will measure the success of their campaign. Do they just want to get their brand and message in front of as broad a qualified audience as possible? Are they looking for an exclusive sponsorship to reinforce a partner-type relationship? Do they want to target their message to a much smaller, but more focused group? Are they expecting to elicit a bunch of clicks on the ad?
Make sure you know what they want, and offer something that will meet those needs. A word of warning, however: If they say clicks don’t matter, then make sure you reinforce this with them to set the expectations up front. For some reason, after the campaign, every advertiser seems to really want to know the number of clicks, because it’s a quantifiable response metric. If they do want clicks (or even when they say they don’t), make sure you reinforce that the biggest influence on clicks is their creative, and that they need to design creative that will elicit a response from your audience.
4. Check creative for effectiveness.
We do a specifications check on ad materials, but do we also do a creative effectiveness check? I strongly recommend that, as part of the trafficking process, your ad operations team looks at every piece of creative for two simple checks: brand effectiveness and response effectiveness.
For brand effectiveness, does the advertiser’s brand and/or message remain on the creative the entire time, or does it remain visible only for a short time during the animation? For response effectiveness, does the advertiser have an incentive for someone to click? Is there a clear call-to-action? Does the incentive/call-to-action remain visible only for a short time during the animation? If you perceive a problem with either the brand or response effectiveness, communicate it to the ad rep immediately. The rep should call the advertiser/agency and make sure to communicate the issues that they see.
Eric Shanfelt is the founding partner of Nearview Media, a consulting firm that helps publishers with their digital revenue, audience and platform development. Eric is a 25-year digital media veteran and has been the Chief Digital Officer for several large publishing companies. You can reach Eric at email@example.com.