Four engagement path creative units and nine alternative placements to add to your media plan.
While you have endless choices in online media creative units, it can be a scramble to produce everything before your deadline. This is because the creative is usually being prepped and developed around IAB standard sizes (as it should), and people aren't thinking about a) the full engagement path of the user, or b) all the possible value-added placements and additional opportunities.
Below is a list of items and options that your creative folks should consider. I'm not saying your creative team should produce all of this stuff before they know it's coming. I'm saying that a campaign's creative specifications list should grow - as opposed to, "The banners are done, but here are a bunch of odds and ends we need last minute."
To add a little depth to this list, I've broken it into two parts: engagement path items and alternative placements.
Engagement Path Creative Units
You must have these on your list from the get-go, so you have a complete user path that funnels users toward your marketing objective or through a meaningful brand engagement. The list below is what you should be thinking about for your campaign's creative to form complete experiences right from the start - not just banners.
Here's a list of items that you should consider or at least prep your creative folks for. Chances are that at least some of these items will end up on the list.
Finally, don't be lazy - give all these alternate placements their own tracking links. Sometimes they're the placements that push a campaign's site placements into the performance bucket, or they actually outperform more traditional placements. So, if you track these little gems individually and they work, you'll know to ask for more.
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
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