Digital marketers are managing increasingly complex online campaigns; the number of campaigns that averaged 50 or more ad versions in a single campaign has increased by 32.2% over the last four years, according to new research. The report, from ad serving platform DG Mediamind used online campaign data to create a ‘Complexity Index’, indicating that […]
Digital marketers are managing increasingly complex online campaigns; the number of campaigns that averaged 50 or more ad versions in a single campaign has increased by 32.2% over the last four years, according to new research.
The report, from ad serving platform DG Mediamind used online campaign data to create a ‘Complexity Index’, indicating that multiple version ad campaigns have been edging up year over year, increasing more than 20 percent from 2010 to 2013,
Marketers are faced with endless choices when it comes to the timing, placement, format, targeting, device and measurement of digitally served ads. Having so many options also increases the likelihood of inefficiency in campaigns, especially when agencies choose multiple third-party technologies to manage the different tactics (e.g. search, video, mobile, social, RTB, rich, etc.) of a digital campaign.
Collated from Q2 data from the MediaMind platform over the last four years, the Complexity Index analyzed the main factors contributing to a campaign manager’s workload: campaigns per advertiser, number of sites campaigns ran on, placements, formats, creative variations, targeting methods, third-party tracking and conversion tags.
Advertisers are striving to reach multiple audiences with the same campaigns or test variations of campaign messages to audiences, the research shows. Campaigns that had two to four ad versions increased from 24.6% to 29.0%, and those with 50+ ads increased from 5.4% to 6.4%.
“Agencies and campaign managers are battling with the burgeoning complexity of campaigns across multiple screens. A smart, digital platform reduces complexity and can quickly become an agency or campaign manager’s best ally,” said Ricky Liversidge, chief marketing officer, DG. “This frees time up for campaign managers to focus on meeting campaign objectives and keeping clients happy.”
The report says that the key to simplifying the process of campaign management is to understand the source of its complexity.
For the complete Complexity Index report, see PDF file here
