advertising campaigns

advertising campaigns

Forget post- ad-campaign data - marketers are demanding more pre-campaign data.

1d ago
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Forget post- ad-campaign data - marketers are demanding more pre-campaign data. Until a few years ago, life was good, companies had budgets and there was flexibility in terms of advertising campaigns, says Wadim Schreiner, Head of Insight at Ornico Group: Campaigns would roll out with few barriers to creativity and on completion, reports would be compiled to illustrate ROI. . Times have changed, budgets are now tighter and increasingly advertising and media agencies are faced with the challenge of justifying the money that is to be spent, up front. In addition, a wider set of metrics is having to be brought into the mix to justify the spend - before the spend. This change has forced a whole lot more thought into the objectives and targeting around a campaign, before it is rolled out. With these new systems in place, Schreiner says that the opportunity exists for companies to get rid of planners who are producing mediocre work. It also creates the gap for new people to come in and produce exceptional, more justifiable work. Better metrics, better measurement, or better plans? “I think we are getting better plans and with better plans we are getting better measurement - the two elements are working hand in hand,” says Schreiner. Having judged in many Award Schemes in the past few years, he says that the pre-planning phase used to be very wishy-washy, with little concrete market research. Clearly this attitude no longer cuts it. Agencies and Marketers need to really spend time on pre-campaign planning and proper desktop and market research. The growth in Mobile platform research makes pre-testing easier and affordable. Mobile research has helped a lot in the current scenario and is the way to go, says Schreiner. The methodologies around mobile research are not yet perfect - traditional researchers will say that the right samples can not be compiled, there is insufficient information and an inability to correctly categorise. “They are right from a traditional market research point of view, but there are disadvantages of traditional market research in terms of time, effort and money,” says Schreiner. Mobile is the way to go, even at the risk of some accuracy and methodology, in Schreiner’s mind. This is because the richness of the data collected and the speed at which the data is collected, outweighs the disadvantages of traditional market research. “For the cost of a traditional research campaign you can run 20-30 campaigns and there is more room for error, because if a question is left out or asked in the wrong way - you just do it again, and it is still going to be 10 times faster than traditional - still providing clients with the feedback they require,” says Schreiner. This feedback can in turn be translated into action with immediacy.