Campaign Briefing in Programmatic Marketing
A clear briefing is also important in programmatic marketing in order to achieve good results.Programmatic marketing is no different to any other communication tool. In order to achieve the best results and get the most out of the budget invested, it is important to determine all relevant information in a structured briefing. This is the basis for communicating with a programmatic agency.Instructions for a good programmatic briefingOf course, a good campaign strategy must first be developed that makes it possible to achieve the set goals in the first place. This in turn requires that a campaign - and this applies to programmatic campaigns just as it does to all other media - is designed for the user, appeals to them and is able to engage them. Even programmatic marketing cannot work its magic if this foundation is not right or does not exist at all. In this article, I would like to provide advertising clients with tips and suggestions as well as concrete instructions for a good programmatic briefing.Using the special features and advantages of programmaticOne of the major advantages of programmatic marketing over traditional online media planning with individual placements is that the entire customer journey can be tracked for each individual user. This means that it can be analyzed, interpreted and optimized across the entire display campaign. In the case of programmatic campaigns, this allows high-quality diagnoses to be made that come very close to market research. Setting a frequency capping (number of individual contacts per user - also advertising pressure or OTS) across the entire campaign and adjusting it to the individual user is no problem. In order to benefit from these and other advantages of programmatic marketing, these and other peculiarities must be taken into account in the briefing.Programmatic campaign briefing structureI have divided the programmatic campaign briefing into seven aspects. Of course, you can structure and define this differently according to your own taste or adapt it to your own specific circumstances.1. Addresses & people2. Campaign info3. Budget4. Advertising media/banners5. Analysis & Reporting6. Formalities for creating offers7. Open list for further aspects and criteriaThis briefing also exists as a Online form and is on the media BROS. Website available. In the following, I would like to discuss the most important briefing criteria and their interrelationships.The purpose of the programmatic campaign and the specific campaign goals are probably the most important aspects and information for the programmatic marketing agency.This is probably one of the most important points of the programmatic briefing and is directly related to the analysis, reporting and the definition and implementation of conversion tracking. This aspect defines who the programmatic campaign is aimed at (target group/segments/personas), for what purpose and with what expectations. A precise description of the user offers, any CTA call-to-action and specific landing pages give the programmatic agency clear indications of the means and tactics to be used to achieve the objectives.Advertising material/bannerThis aspect looks at the most important props of a programmatic campaign, the advertising media formats. Must haves and nice to haves.Analysis & ReportingThe analysis, reporting, definition and implementation of conversion tracking are directly related to the goals, expectations and purpose of the programmatic campaign. I recommend always visualizing the conversion process and mapping the conversion tracking to it. From experience, this is the best method to discuss with all participants involved on the same basis and to create a common understanding. In most cases, several people and often several companies are involved in such campaigns. The following is a list of the parties involved, as they occur at media BROS. practically every campaign:- Advertising client: PM Product Manager or Online Manager- Advertising client: Head of Communications and/or Head of Marketing- Advertising client: Webmaster, IT- Media agency: Consultant- Advertising or web agency: Consultant- Advertising or web agency: Programmer- Programmatic marketing agency: ConsultantSo at least six to seven people or interfaces are involved, which have to be coordinated at intersections such as the implementation of conversion reporting. The foundation for this is mutual and shared understanding. In times of email and telephone as well as fewer 1:1 meetings due to increasingly decentralized working methods, visualization is an indispensable aid to getting a grip on complexity and communication.
media BROS. Example of modular conversion tracking
