HTML and CSS Reference
The effort may require weeks, if not months, of development and planning to ensure that the pitch is conveyed
correctly to the client. In some cases, an agency may invest all this time only to see its ideas shot down by the client
for any of several reasons: because they didn't align with the client's objectives, because execution costs were too
high, or worse still, because petty differences between agency teams ruined the pitch. This last situation is the most
unfortunate, in that when it happens, great ideas could go to the grave much too soon. In the end, this process exists
to develop the campaign—that is, the overall marketing message the advertiser wants to communicate to audiences
and potential customers. The campaign may exist solely online or may be broadened to other distribution channels,
including broadcast television, print, and billboards.
Another important part of the digital strategy process involves inclusion of previous campaign intelligence.
Let's say you are an advertiser called Joe's Hardware, situated in the American Northeast. In July you had an online
ad campaign to sell snow shovels. In analyzing the campaign's performance, you'd most likely realize that the
shovels didn't sell very well. Once you realize that it was probably a mistake to sell snow shovels in mid-July, what
you've learned can be used to turn your next campaign into a better-performing one. (Obviously this example is
oversimplified, but its lessons can be applied to more sophisticated campaigns.)
■ since dynamic campaigns allow analysis of information in real time, the creative messaging can be adjusted
while the campaign is in progress. there's no need to wait until the campaign's end to use what's being learned to make
changes. there will be more on this in Chapter 11.
Digital strategy aims at identifying the marketer's challenges, developing a unified solution to them, and
delivering a message effectively to the target audience. Taking these points and properly executing each will lay the
groundwork for a successful online advertising campaign.
Now that you've had a look at what goes into generating a successful campaign and know something of the parties
involved, let's look at what usually is the next step: purchasing media for a particular campaign.
■ media purchasing can happen at any stage of a campaign's life, but for this chapter's purposes, we'll assume
the purchase was made after the strategy was developed.
First, let's define what we mean by media, in relation to the digital advertising industry. In short, the term refers
to the planning, implementation, and purchasing of ad inventory through various publishers or networks or the like.
Places where media purchases for digital campaigns take place include but are not limited to
publisher web sites: USA Today, ESPN, BBC, The Guardian (UK), etc.
web portals: Yahoo, MSN, AOL, etc.
ad networks: The Deck, Google AdSense, Chitika, etc.
video players: YouTube, Vevo, Tremor Video, etc.