whbs trip notes
Post on 25-Jun-2015
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Online Campaign ComponentsOnline Campaign Components
The GoalThe Goal
The AudienceThe Audience
The SurveyThe Survey
The LocationsThe Locations
The CreativesThe Creatives
The BudgetThe Budget
The NumbersThe Numbers
The AudienceThe Audience
Questions to AskWho are they?What do they think?How do they use the internet?Different populations?
TipsGo beyond focus groupsGet in the audiences’ head“Watch” them use the internet
WHBS ExperienceExtrapolation from general internet populationsFocus Group ResearchDiscussions with Manhunt and Gay.com about use behaviorsWe dove deep into user beliefs and perceptions of internet use, research, surveys, and consumer behaviors
The SurveyThe Survey
Brand it
Entertain alittle
Keep it simple
UseConversational
Language
Make it ridiculously
easy
The LocationsThe Locations
Questions to AskWhere is my target audience going?Does this site have adequate traffic?Is the target audience what the brand suggests?
TipsPartner with key websitesUse unbiased raitings, look beyond qualitative info
WHBS ExperienceFocus group info only provided initial ideas (MySpace)Targeting capacity is a major consideration (365Gay)Ratings services suggested that population claimed are not population served (BlackPlanet).Continuos field monitoring important - popular sites change fast (Gay.com)
The CreativeThe Creative
TipsGet AttentionMatch quality of other advertisingChallenge qualitative assumptions with dataKeep messaging and creative freshGet to users “before the party”Animation does produce better performance
BudgetBudget
TipsWork on a target cost per complete basisOffer standard paymentsCollaborate to meet site monthly minimums
WHBS ExperienceLoss of control on pro-bono placementsCombining resources increases efficiency and effectiveness even with differing goals
The NumbersThe NumbersCost Per Complete (1.0)Cost Per Complete (1.0)
Manhunt $0
Adtegrity3.00
eCrush5.33
SFGate 5.50
Facebook 10.06
MaxMen12.25
Rivals13.00
365Gay 13.70
Gay.com 16.23
Slingo 17.00
Hi5 19.67
Friendster 22.56
Earthlink 30.00
MySpace 33.27
Webshots 61.24
NY Post 104.00
Photobucket125.93
Baltimore Sun 144.00
Match.com 235.00
$40
334,0007100
469,0004700
284,000988
The NumbersThe NumbersClick Through Rate (1.0)Click Through Rate (1.0)
impressions per completeimpressions per completeimpressions per completeimpressions per complete
The NumbersThe NumbersCost Per Complete (2.0)Cost Per Complete (2.0)
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