Re: Number of creatives to support an ad buy
Suzanne Errera <serrera_at_lkmads.com> wrote:
>Does anyone have a recommendation on how many different ads to send for
>an online buy , based on the number of impressions purchased?
Suzanne,
While there is not a set industry standard for the amount of creative to
send based on campaign size, I am a large proponent of utilizing as much
creative as possible (or that you can afford to make). Especially if this
is a direct response orientated campaign (acquisition or purchase) you
should have multiple messages (or offers) and creative styles to optimize
the campaign against. If you were running a 100k program with a simple
message, maybe one or two would be fine. But if you were running several
million impressions across several publishers (and reaching their respective
audiences) I would recommend at least three to four creative styles. It's
amazing how simple color differences, images and copy can elicit a very
different response rate with different online audiences. Since the online
medium is so measurable (with click and conversion tracking) I find it is
best to go into a campaign with as much creative as you can so you can
effectively optimize for the banners that do elicit the desired response and
phase out the ones that don't. In my online experience I've seen drastic
performance differences on banner performance based on something as simple
as color, with the copy being the same. Ultimately (and sadly) this will
usually come down to how much creative / production time will fit within
your budget, but I would recommend not skimping when you can. Hope that
helps provide some guidance in your decision!
Regards,
Paul Schuman
President
pschuman_at_onlinemediaguy.com
414-228-4718
www.onlinemediaguy.com
Received on Thu Jun 02 2005 - 13:32:54 CDT
