When proposing campaigns to your advertisers, you likely present more than one ad tactic and channel. Typically, for a promotion to get traction, you want to create a multimedia campaign. Doing so expands reach, enhances ROAS (return on ad spend) and lets your clients test new mediums.
But what’s the secret to building multimedia campaigns that deliver? Follow these steps to ensure your advertisers get more out of their ad dollars.
What Is a Multimedia Campaign?
A multimedia campaign describes a planned, integrated advertising effort that combines different media types and distributes them in multiple channels. While there are many assets, the campaign is cohesive in its look and messaging. There is one specific objective. That could be to drive consumers to buy a product, attend an event or take another action that creates revenue.
Building a Campaign in Six Steps
Planning is critical in these campaigns. By following these steps, you can realize positive outcomes for your advertisers.
Step 1: Identify the Audience
Before you can start talking about creative or placement, you’ll want to work with your customer on defining their ideal target customers. Defining the segment could include:
- Demographics (age, education, household income, gender, etc.)
- Location
- Subjective attributes around preferences, motivations and buying habits
In building an audience, you’ll also want to discuss with clients how their best customers interact with them. Is it on social media? Online? Additionally, what kind of data do you have from past campaigns regarding channel engagement? This will all be critical for the profile you’re building.
Step 2: Define the Objective
Even though the campaign is multidimensional, it’s best to start with one goal. The key to narrowing it down is asking advertisers, “What do you want to promote right now?”
By being specific, you can speak more directly to the audience you and your client curated.
That objective needs to be reasonable and achievable, such as increasing purchases of a specific product, getting more leads for a service or registering more attendees for an event.
Step 3: Determine the Content That Will Perform Best in the Channels Chosen
Part of step 1 was determining where an advertiser’s customers are most likely to engage and interact. Now, it’s time to decide what content will work best on these channels.
For example, if OTT fits where your advertiser’s customers are, you’ll need to create a video. You may complement that with social media advertising and want to use only bold static visuals. Then, add in radio spots too.
This is where you connect the audience to the channel to the creative.
Step 4: List the Assets Needed
There’s a lot that goes into creative assets, as you know. Because this campaign is multifaceted, it requires more work. Here’s a scenario that will continue from the examples above — OTT video, social media posts and radio spots. You have to break those down into tasks so you can work through them together.
Video ads can be a challenge, which is why you and your advertisers may avoid them. However, there are lots of options that make video less cumbersome. You’ll still need a theme, script, graphics and other branding.
The advertiser needs to put forward their best images for social media posts, especially if it’s a product with clever copy that gets users to click.
The radio spot will require a script that hits the message in the time allotted.
Step 5: Finalize the Creative and Place the Ads
Once the creative is complete, it’s time to place the ads on the channels chosen. You’ll have specific parameters in place, as available. With these, you can more successfully target not only the right audience but at the right time.
Step 6: Analyze and Learn
You don’t need to wait until the campaign ends to provide insights to your customers. While the campaign is running, you can learn from the metrics and make changes. For example, you may have two different creatives running and find that one is performing better than the other. It would make sense, then, to switch to the “winner.”
When making changes, do so one at a time so you can gauge its impact. Making too many adjustments could skew results. The best approach is when you see a real opportunity to increase conversions for your advertiser and leverage them accordingly.
Whatever you learn here will also make your next campaign stronger.
Multimedia Campaigns Can Work for Your Advertisers
Consumers experience so much advertising in a day on so many different mediums. It can be hard to grab their attention. Multimedia campaigns can cut through the noise and keep reiterating your advertiser’s value proposition. While it takes effort to plan these, they can be drive revenue, traffic and interest to your clients better than ever before.
