High Value Publishing
Each week, 28-year digital media veteran, Eric Shanfelt, helps magazine publishers and media companies grow their audiences, drive revenue, and improve their digital platforms. We'll cover revenue, audience and technology tactics including advertising, programmatic, SEO, social media, email, controlled and paid subscriptions, ecommerce, analytics, content distribution, and much more. Whether you publish an enthusiast / hobby magazine, a B2B trade magazine / association journal, a regional consumer / business magazine, or a local newspaper, each session will have something that you can immediately apply to your business.
High Value Publishing
Your Advertisers' Bad Ad Campaign Alignment Is Hurting You
•
Eric Shanfelt
•
Season 1
•
Episode 10
Advertisers often have poor campaign alignment. The objective of the campaign doesn't match the creative the advertiser delivers. Or the metrics they use to analyze the success or failure of the campaign doesn't match the objective or creative.
As a result, the campaign doesn’t meet expectations and they (or their agency) blame you, the publisher. They pull their campaign and instead divert money to Google, Facebook, or other programmatic ad networks.
Do you want to sell more digital advertising? Then be sure you work with your advertisers / agencies to set the proper alignment of goals, creative and metrics.
During this session, me and my guest, Dan Affrick with Seamans Media, discuss:
- How to align advertiser campaign goals, creative and success metrics.
- The difference between direct response and branding campaigns.
- Common problems when advertiser expectations are not met.
- Direct response creative best practices.
- Branding creative best practices.
- When to work with advertisers on campaign alignment
Learn more at https://nearviewmedia.com/
