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NONE: RE: ONLINE-ADS>> Software for running online campaigns
RE: ONLINE-ADS>> Software for running online campaigns
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 3 Dec 1997 09:05:30 -0800
Paul Cross wrote:
> We are running on-line advertising campaigns, purchasing space on a
> number of different sites. These sites use different ad servers (Real
> Media, Net Gravity, Doubleclick, home-made) and each day or week we
> receive the performance data for our clients campaigns.
>
> We are currently summarising this information using spreadsheets. We
> then match this with the information we receive from our clients
> sites,
> and produce reports for the clients on campaign performance. This is
> usually broken down by each creative piece, on each site, each day.
>
> Are there any software applications that automate any of these
> processes? If we only used Doubleclick, their system would supply
> most
> of what we need, but obviously you buy to market conditions and client
> specification so it is irrational to assume you will use one media
> provider!
>
I can't think of any "software" that would make this process any
easier, but if you are doing a significant amount of online spending,
you may want to look into getting your own adserver or a 3rd party, like
Focalink or Narrowline. The process you describe is almost exactly what
we were doing at the agency for which I used to plan and buy online
media. Campaign performances were evaluated in two parts, creative and
media, every two weeks. But every site or ad network would report their
data differently from one another and it took an incredible amount of
agency resources to cull the data from both online properties and
clients and then put it into a readable format. We also did a lot of
spreadsheets and pivot tables to make all the data make sense, but only
an ad server will give you the kind of flexibility, immediacy, and
uniformity you seem to be looking for. In the interim, you can take the
Anderson & Lembke approach and design a reporting template that you
require each of the sites to use. At the very least you'll have a
uniform reporting structure that should simplify the collection of data.
It means more work for the sites, but oh well... You'd get the same
service from just about every other ad vehicle in all the other ad
mediums.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
415-777-4645
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