5. In
the
US
market
the
Online
Publishers
Associa7on
found
an
increase
of
nearly
30%
in
site
visita7on
and
55%
more
7me
spent
on
the
brand’s
website
due
to
online
branding
campaigns
on
average.
Online
Publishers
Associa4on:
The
Silent
Click:
Building
Brands
Online,
2009
7. US
research
conducted
by
Nielsen
analyzed
400
digital
campaigns
and
found
a
32%
average
increase
in
offline
sales,
while
also
showing
that
online
display
adver7sing
was
able
to
create
a
157%
average
ROI.
Nielsen:
Net
Effect
US,
2009
8. Build an Effective Campaign
1. Iden4fy
goals
and
an4cipated
outcomes
2. Establish
target
audience
3. Establish
budget
– suggested
15%
of
total
adver4sing
budget
4. Design
custom
ad
5. Measure,
adjust
and
op4mize
9. Best Practices
1. Include
a
clear
message
2. Create
a
prominent
next
ac4on
visual
3. Include
promo4ons/offers
if
available
4. Experiment
with
colors
5. Balance
ad
content
–
clean
and
easy
to
read
6. Visible
brand
name
and
URL
7. Measure
performance
and
op4mize
10. Flexibility
Test
different
colors
Try
different
templates
Play
with
sizes
Adjust
Call-‐to-‐Ac4on
11. Considerations
Demographic
reach
Geographic
reach
Behavior
targe4ng
Ad
scheduling
Remarke4ng
Mobile
reach
12. Cross Media
Combining
display
with
other
forms
of
adver4sing
results
in
a
more
powerful
campaign.
• Enhance
the
impact
of
other
forms
of
marke4ng
• Expand
marke4ng
reach
• Reinforce
message
Cecilie
Burleson,
Sept.
2012