ad campaign(s). There are a few key points in MarCom implementation and tracking that should be addressed before an ad c
Campaign Implementation and Media Tracking
by Abel Del Valle
It takes a lot of research and creative talent to finalize an ad campaign. Now that you have the creative – What do you do with it? Creative designs and messaging are going to be the cornerstone of your MarCom campaign, but it is equally as important to prepare a strategic media mix, campaign timeline, and campaign tracking. How strong is a campaign if you did not provide thought out media plan for its success? How do you know your campaign is a success if you are not properly tracking execution and performance results? Campaign implementation strategy and performance tracking readiness will help determine the best course of action for your current and future ad campaign(s). There are a few key points in MarCom implementation and tracking that should be addressed before an ad campaign is launched:
Campaign Implementation Experienced media buying and media planning is crucial for campaign effectiveness. Understanding buying methods, features, and benefits for each media outlet will ensure you are getting the best media package for your ad space dollars. Simultaneously, ordering the right flight for your media mix will strategically lay out how your campaign will be executed across the marketplace. For example, a strong launch and systematic pulsing can create an efficient timeline that also hits the marketplace at strategic moments: Spend
IMPs (000)
$160,000
$140,000
40,000 35,000 30,000
$120,000 25,000 $100,000
$80,000 $60,000
20,000 15,000
$40,000
10,000
$20,000
5,000
$0
0
Setting up the most opportunistic media plan will give the MarCom campaign the best possible chance of succeeding. Next, tracking said campaign is equally as important for current and future optimizations.
Media Tracking Monitoring all media channels and key performance indicators (KIPs) on a monthly, weekly, even daily basis will ensure the ad campaign is running smoothly now and in the future. Typically, there are multiple media channels involved in an ad campaign as well as multiple organizations that are selling you ad space, trafficking your creative, and executing your media buy. Some media companies might be great at their job while other might not be. It’s up to you to make sure all the media you bought is being executed per your contract requests and specifications. Some examples are, but not limited to: guaranteed impressions, daypart flighting, placement requests, correct creative executions, and so on. Monitoring the media buy is only half of your performance tracking duty – the other half is acquiring and managing your organization’s key performance indicators, or your KPIs. KPIs are the important performance variables your organization tracks in order to determine success (or lack thereof). Having a current database and dashboard that tracks these metrics will be highly valuable as you gauge the ad campaign’s performance. A simple database and dashboard which includes all the necessary metrics will allow you to monitor each metric, analyze campaign performance, and make any necessary optimization based off tracking and anlaysis! Timeline 9/26/16 10/3/16 10/10/16 10/17/16 10/24/16 10/31/16 11/7/16 11/14/16 11/21/16 11/28/16 12/5/16 12/12/16 12/19/16 12/26/16 1/2/17 1/9/17 1/16/17 1/23/17
Spend $150,000 $150,000 $100,000 $75,000 $75,000 $50,000 $150,000 $75,000 $50,000 $50,000 $150,000 $75,000 $50,000 $50,000 $150,000 $100,000 $50,000 $50,000
Media Metrics IMPs (000) 30,000 29,412 19,231 15,625 24,194 10,000 30,000 15,000 10,204 10,638 29,412 14,151 9,091 11,111 34,884 23,810 10,417 11,111
CPM $5.00 $5.10 $5.20 $4.80 $3.10 $5.00 $5.00 $5.00 $4.90 $4.70 $5.10 $5.30 $5.50 $4.50 $4.30 $4.20 $4.80 $4.50
Revenue
Company Metrics Customers
Orders
Marketing Metrics Rev/Spend Spend/Cust IMP/Cust
Ad campaigns that include a quality creative, strategic media mix, and a prepared performance dashboard will have the best opportunity for success. There are a lot of redundant steps that take place during the implementation and tracking stages of a campaign – but they’re worth it!
