Smoothly spreading the advertising efforts of a particular marketing campaign can be very succesful for offline advertising. However, this isn't necessarily the case for online campaigns. Research agency MeMo2 and banner technology developer Hottraffic studied the effectiveness of marketing campaigns and found that online advertising requires a different approach.
In traditional advertising, campaign efforts are spread equally over the course of the campaign: advertising intensity remains at the same level. But when advertising online, MeMo2 and Hottraffic suggest the advertising intensity should not be so level throughout the campaign's lifespan. Instead, starting at a high intensity and letting that slow down over time appears much more effective. If need be, the campaign's intensity can be raised again at a later time.
Another important factor in campaign effectiveness is careful planning. MeMo2 found that when publishers are running behind schedule, advertisements are placed late, delaying and weakening the desired impact.
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