Regulating the stream of content that flows from an advertising campaign is an important part of an advertiser's job. Managers need to have certain insight in the effects of a campaign and need to know when to intensify campaigns or when to let off a bit. Research agency MeMo2 and banner technology developer Hottraffic conducted an investigation to find out how to best spread online advertising campaigns.
The two concluded that the so-called 'Camel' method is the most effective method. Following the Camel method, a campaign peaks upon introduction and at the end of its lifespan. A less intensive period seperates the two peaks. Beside the Camel method, four others are described: the 'Burst and Drip', 'Drip and Burst', 'Equal' and 'Dromedary' methods of spreading campaign intensity.
The Burst and Drip method simply peaks upon introduction and then slows down towards the end. The Drip and Burst method is the exact opposite, building up intensity slowly before ending on a highpoint. The Equal method keeps campaign intensity level throughout the campaign's lifespan. Lastly, the Dromedary method starts calmly, then peaks, then settles down again before ending.
The Camel method, peaking twice with a less intensive period in between, proved the most effective one. MeMo2 and Hottraffic measured brand recognition and brand awareness as affected by contact frequency. The researchers used a new technique that measures individual pixels to register the effects of time, sequence and spreading of intensity in online advertising campaigns.
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