Activating our consumer
Our objective is the innovative and interactive integration of brand-related content into a holistic framework. In this spirit we develop consumer-response mechanisms that are integrated into existing classical activities.
Adding emotional value
Products and brands come alive all the way to the point-of-sale by enhancing and highlighting the brand image through targeted activities. We aim to create a brand-world that provides consumer-initiated interaction even in unexpected and surprising locations.
Creating the difference
The objective is to deliver prominence and differentiation to the brand through creativity and innovation, and provide an emotionalizing campaign that targets and activates our clients consumers across various channels.
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Frequently Asked (read Annoying) Questions (FAQS) in Digital Media Planning Series 1
Posted in Digital Media Planning & Strategy
Q1. I am not able to see my banner? I tried refreshing the page too.
I am sure every digital planner has faced this question at least once. I want to put this possible reason for it in black & white for all clients who dont understand the reason behind it and for everyone else who needs a ready made answer for the same.
Here are the some of the possible reasons (when you buy on CPM):
1. You might not have bought sufficient no. of impressions as compared to what the selected site delivers and what other brands might have bought. This happens usually when there is a budget constraint & clients still insist on buying high traffic sites with choosing some presence versus no presence.
2. Impressions might have been spread thinly over a longer duration making your SOV (per day basis) too low.
3. Check the frequency cap in case you are trying to see the banner again.
4. In case you are running on an Ad Network, its difficult to control where and when your ad would appear.
5. Try clearing your Cache (CTRL+F5).
6. Check if there is a road block or a fixed buy running for that particular day by another advertiser.
If all the above things are in order, do check if your campaign is really live. This question really ranks high of annoyance, especially when you have made the presentation and secured the media approval.
Q2. What is our SOV on digital?
For CPM Deals:
This question is result of too much traditional media (TV & Radio) exposure for clients. In offline media, inventory is limited. You have content and in between you have Free Commercial Time or FCT. This FCT is available to brands. So out of 24 hours, only X time is allocated for commercials, which is limited. Demand is more than Supply. Hence, SOV becomes a good measure of presence. Compare this to online media. Most of the cases, Supply is usually greater than demand, especially for high traffic sites.
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