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Whbs Trip Notes


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Whbs Trip Notes

  1. 2. Online Campaign Components <ul><li>The Goal </li></ul><ul><li>The Audience </li></ul><ul><li>The Survey </li></ul><ul><li>The Locations </li></ul><ul><li>The Creatives </li></ul><ul><li>The Budget </li></ul><ul><li>The Numbers </li></ul>
  2. 3. The Audience <ul><li>Questions to Ask </li></ul><ul><ul><li>Who are they? </li></ul></ul><ul><ul><li>What do they think? </li></ul></ul><ul><ul><li>How do they use the internet? </li></ul></ul><ul><ul><li>Different populations? </li></ul></ul><ul><li>Tips </li></ul><ul><ul><li>Go beyond focus groups </li></ul></ul><ul><ul><li>Get in the audiences’ head </li></ul></ul><ul><ul><li>“Watch” them use the internet </li></ul></ul><ul><li>WHBS Experience </li></ul><ul><li>Extrapolation from general internet populations </li></ul><ul><li>Focus Group Research </li></ul><ul><li>Discussions with Manhunt and about use behaviors </li></ul><ul><li>We dove deep into user beliefs and perceptions of internet use, research, surveys, and consumer behaviors </li></ul>
  3. 4. The Survey Brand it Entertain a little Keep it simple Use Conversational Language Make it ridiculously easy
  4. 5. The Locations <ul><li>Questions to Ask </li></ul><ul><ul><li>Where is my target audience going? </li></ul></ul><ul><ul><li>Does this site have adequate traffic? </li></ul></ul><ul><ul><li>Is the target audience what the brand suggests? </li></ul></ul><ul><li>Tips </li></ul><ul><ul><li>Partner with key websites </li></ul></ul><ul><ul><li>Use unbiased raitings, look beyond qualitative info </li></ul></ul><ul><li>WHBS Experience </li></ul><ul><li>Focus group info only provided initial ideas (MySpace) </li></ul><ul><li>Targeting capacity is a major consideration (365Gay) </li></ul><ul><li>Ratings services suggested that population claimed are not population served (BlackPlanet). </li></ul><ul><li>Continuos field monitoring important - popular sites change fast ( </li></ul>
  5. 6. The Creative <ul><li>Tips </li></ul><ul><ul><li>Get Attention </li></ul></ul><ul><ul><li>Match quality of other advertising </li></ul></ul><ul><ul><li>Challenge qualitative assumptions with data </li></ul></ul><ul><ul><li>Keep messaging and creative fresh </li></ul></ul><ul><ul><li>Get to users “before the party” </li></ul></ul><ul><ul><li>Animation does produce better performance </li></ul></ul>
  6. 7. Budget <ul><li>Tips </li></ul><ul><ul><li>Work on a target cost per complete basis </li></ul></ul><ul><ul><li>Offer standard payments </li></ul></ul><ul><ul><li>Collaborate to meet site monthly minimums </li></ul></ul><ul><li>WHBS Experience </li></ul><ul><li>Loss of control on pro-bono placements </li></ul><ul><li>Combining resources increases efficiency and effectiveness even with differing goals </li></ul>
  7. 8. The Numbers Cost Per Complete (1.0) Manhunt $0 Adtegrity 3.00 eCrush 5.33 SFGate 5.50 Facebook 10.06 MaxMen 12.25 Rivals 13.00 365Gay 13.70 16.23 Slingo 17.00 Hi5 19.67 Friendster 22.56 Earthlink 30.00 MySpace 33.27 Webshots 61.24 NY Post 104.00 Photobucket 125.93 Baltimore Sun 144.00 235.00 $40
  8. 9. The Numbers Click Through Rate (1.0) 334,000 7100 469,000 4700 284,000 988
  9. 10. impressions per complete
  10. 11. The Numbers Cost Per Complete (2.0)