HTML and CSS Reference
The Campaign Process
Welcome to HTML5 advertising. The goal of this initial chapter is to get a complete, end-to-end view of the entire
campaign process before we dig into the big stuff. Understanding the campaign process will provide insight into how
everyone works together to get campaigns out the door on time. Furthermore, this topic also aims to clarify where
creative and development fit into the scheme. After breaking down the process into its vital parts and deconstructing
them one by one, we'll tie everything back together again to present you the big picture.
This chapter's sections will outline many things, from typical media buying and creative development to
launching a campaign and reporting on campaign performance. Technology, terminology, process, and general
industry acronyms (which are likely confuse new readers and users)—all these will be reviewed. Also reviewed will
be different ways to approach the development of a campaign—through discussion of brand time versus direct
response creatives and the importance of clear calls to action and by keeping the user experience in mind at all times.
We'll discuss fundamentals of brand storytelling and how advertisers use it to engage potential customers. We'll also
provide both an understanding of creative specs and limitations as they relate to publishers and directions on where
to go next when launching a digital advertising campaign. Lastly, we'll quickly summarize what we've covered and
familiarize you with the terminology. Ready to get started? Then let's begin . . .
Since you're reading this topic, you may have wondered, “How are those ads that I see online made?” or “Who actually
comes up with them?” In online advertising, digital strategy is concerned with an approach to developing a creative
marketing message for a brand or advertiser that aligns with the their goals, vision, and business objectives. This
strategy could take the form of a message you're familiar with; something like “Back to School Sale” or “Memorial Day
Sale.” Digital strategy, usually the first step in the process, allows creative agencies to create mock-ups and designs and
pitch new ideas to their clients (advertisers). Depending on the agency's size and structure, this process will typically
involve a creative or art director and one or more copywriters, project managers, and technical gurus, all working to
sell the idea so effectively that the advertiser buys into the marketing message. Though Figure 1-1 should give you a
better idea of how this works, keep in mind that every agency is run differently. So consider this just a sample.