Digital Marketing made easy Maximum outcome with minimal efforts

WHITE PAPER | DIGITAL MARKETING MADE EASY | 2

Adform is easy

Working closely with media agencies and end-clients through almost a decade has enabled

us to obtain valuable digital advertising campaign insights. One thing we have learnt is that

many cases of failed digital advertising unfortunately begin with a poor understanding of

the benefits that modern ad serving and web analytics can bring. This is often a direct

consequence of fear of complicated technology, difficult implementation processes and

other kinds of digital muddle.

This document is designed to bust the most common myths about ad serving and web

analytics tools, showcase priceless benefits you might be missing out on and present our

recommendations for a successful digital advertisement campaign.

Common myths

MYTH: Implementing tracking requires a lot of time before you get it right.

TRUTH: In most cases it is enough to put two tracking points on a Website: one on the

homepage or landing page and one on a lead (sign up, purchase, etc.) page to get the

basic statistics. This two-point set up already enables advertisers to get reports on

leads and conversion rates (COV%) together with natural search, referrers, geo and

technical user information (e.g. operating system or screen resolution).

MYTH: It is technically complicated to produce rich media banners.

TRUTH: Adform's Creative Toolkit, an Adobe Flash plug-in, enables creators of the

banners to almost completely avoid any kind of coding. It employs a simple drag-and-

drop technology that makes creating rich media banners as easy as one-two-three.

MYTH: Campaign set-up is a difficult process.

TRUTH: Setting up a campaign in Adform requires only basic training in the system. A

media plan can be imported directly from Excel, all banners can be uploaded in one zip

archive and sending out tags is as easy as clicking a button.

MYTH: A specialist is required to compile a good report.

TRUTH: Adform provides all users with more than 100 reporting templates to cover all

basic campaign performance areas. A simple search by name is all that is needed to

find a required report. Furthermore, there are more than 1000 reporting metrics

available in Adform and custom reports can be easily created.

Unique benefits

Adform provides advertisers with unique benefits. These include:

11

22

33

MEDIA PLANNING WIZARD

guides you through the manual entry of data into the Adform system (alternative to

media plan import) and makes sure all necessary data is filled.

ROTATORS AND SCHEDULES

banner rotation and scheduling is accomplished with just a few clicks. At the same

time rotators are powerful tools allowing automatic creative material optimization

according to performance results.

TEST AND SUPPORT CENTER

a dedicated material-testing platform allows the elimination of possible technical

errors in Flash banners.

UNIQUE RICH MEDIA SOLUTIONS

including the ever-popular AdPages, Video Cube, Content Manager banners and many

more…

VARIOUS PERFORMANCE REPORTS

that provide valuable insight for campaign evaluation as well as future campaign

planning including:

Benchmarking

In-screen

Frequency

Reach

Banner heat map

AdSurvey

And many more

44

55

Simplified campaign set up

and management

Significantly increased

value of campaign evaluation

Important insights for future

campaign planning

WHITE PAPER | DIGITAL MARKETING MADE EASY | 3

Best practices

TWO BANNER MESSAGES IN

ROTATION

Two banners in rotation allow you to

rotate and schedule them to minimize

click-through wear-out. But rotation

and optimization is only a part of the

story: rotation can be optimized by

click-through or conversion rates in

order to achieve even better results.

CONTENT MANAGER

Content Manager gives you control

over the currently running banners.

Whenever you need to change your

message in the banner – it can be

done through Adform with no need to

remake the banner. Furthermore,

Content Manager banner messages

can be rotated in the same way as

several different banners.

ADPAGES

Simply repurpose traditional print

catalogues and magazines into

innovative digital rich media

advertisements. AdPages not only

saves production time and budget,

but also boosts user engagement.

CREATIVE TOOLKIT

Creative Toolkit is an Adobe Flash

plug-in developed by Adform. It

allows for the easy creation of

standard and rich media banners,

while at the same time saving a

significant amount of production

time.

CHECK FOR CLICK FRAUD

Adform constantly checks for

suspicious click activity while

campaigns are running and can help

you identify click-robots and other

kinds of click fraud that can seriously

affect your campaign performance.

BENCHMARKING

Use anonymous data to compare

campaign results with others in your

account by several different criteria.

Benchmarking significantly increases

the value of post-campaign

evaluation reports as well as provides

inputs to future planning.

Over years of experience in digital advertising, we have collected a set of tips for our

clients on how to improve campaign performance and make the most of 3rd party ad

serving. Here are a few of them.

11 44

55

66

22

33

WHITE PAPER | DIGITAL MARKETING MADE EASY | 4

Case: Mio AdPages

Overview and challenge

After the global recession advertisers

have been more focused on finding new

cost-saving ways to advertise.

Repurposing traditional print material

and distributing it through new channels

is one way to do this.

MIO, the second largest Swedish retail

chain for furniture and home accessories

is always interested in finding new cost-

efficient ways of distributing their

catalogues. At the same time it is

essential that MIO get their target group

to spend time with the brand thereby

building brand awareness and

preference.

The solution

AdPages was chosen by Starcom Sweden,

a media agency for MIO. It allowed easy

repurposing of MIO traditional print

material into innovative rich media

banners.

The conclusion

SAVES TIME AND MONEY:

Traditional print material is easily

converted into an innovative rich

media solution.

ENGAGING SOLUTION:

More than 22% of viewers

interacted with the digital catalogue

for more than 1 minute.

The result

The AdPages solution proved to be highly

engaging, with a click-to-full screen rate

of 0.14%. Furthermore, over 22% of

users who went full-screen spent more

than 1 minute interacting with the

catalogue.

11

22

WHITE PAPER | DIGITAL MARKETING MADE EASY | 5

“The results of using Adform Retargeting has been great with significantly increased CTR and conversion rates”

Johan Markus – Hi3G Sweden

The challenge

Fierce competition in the Telco industry

means that Hi3G is constantly on the

lookout for new conversion-generating

techniques that can keep the price per

conversion down.

Hi3G Sweden had a lot of prospects

browsing their site without converting.

The solution

Adform Retargeting setup allowing Hi3G

to re-pitch prospects with the product

they almost bought and retarget

purchasers with ads for complementary

products and special promotions.

The result

After implementing Adform Retargeting

Hi3G has seen significantly increased

CTR- and conversion rates; compared to

standard campaigns, Adform Retargeting

campaigns has proven its value with a

500% increase in CTR (%) and 2 times

higher conversion rates.

All in all Adform Retargeting helped turn

’window shoppers’ into customers

thereby giving Hi3G a staggering sales

uplift!

The conclusion

Adform Retargeting can significantly

increase click-through and

conversion rates.

Adform Retargeting radically

increases campaign ROI!

Adform Retargeting excellently

converts prospects into purchasers

and allows advertisers to retarget

and up-sell their products.

11

22

33

Case: Retargeting boosts 3's campaign ROI

WHITE PAPER | DIGITAL MARKETING MADE EASY | 6

Adform is a leading supplier of products and services within digital

marketing. The company was founded in 2002 and offers a digital universal

solution consisting of campaign planning, ad serving, search engine

marketing, web analytics and reporting.

Adform has leading clients in all major industries and delivered campaigns

for over 2,700 clients across 4,900 global web publishers in more than 25

countries worldwide in 2010.

Adform has offices in London, Hamburg, Stockholm, Oslo, Milan, Wroclaw,

Czech Republic, Vilnius and Copenhagen

About Adform

+370 52721111

C AL L U S :

sales@adform.com

C O N TA C T U S B Y EM A I L :

www.adform.com

MOR E I N F O: