Running a Display Campaign.
Many businesses do not want to take valuable time away from doing to focus on how they market their products. Therefore, many of them hire specialist and ads agencies to do the job for them.
It is important to note some companies do want to manage own advertising. In the advertising world, this group is called the marketers.
Right now, we are going to focus on agencies. Whether it is agency or marketer. The basic step in launching an online display campaign is the same.
Let’s say an advertiser has created a new product and want that whole world knows about it. The advertiser let agencies to know about the product and requesting to ads campaign and promoting.
Once the agency agrees the launched the campaign. someone has information where they should run the ads. What creatives tones should be and off course how gets the ads on the website. Its sound a big undertaking, and it is.
So, who does what? Let’s start with figuring out. Where to buy ads space. This is responsible for the media planner. Sometimes also calls to media a buyer.
They have to create lists of sites where they want ads to show. They pick sites based on whether the audience spends time online. This is site call the media plan. The media planer negotiates with each site determine how much cost to show their ads there.
While the media planning is underway. the creative team some time creative agency some time from the same agency is the planner come up with concept and design than they build the ads.
In this industry, people are called creatives.
So, will be using both terms here now. After the ads approved by the advertiser. They need to upload to ads server.
This is where the trafficker comes in.
The ads trafficker into the ads server upload the creatives and assign them to run site in the media plan. Once everything is set up.
Traffic generate the ad tags. Ad tags is the little piece of code that allow to website request for ads. These ads tags send to the publisher whose sets the up and running webserver.
The campaign is ready to run. At the end of the campaign.
The agency put the big report to show advertiser whether money when. We got online ads campaign. This is time spend. the advertiser wants to make sure there is spending wisely and the agency want to client to be happy. So, come back to next bid campaign.