Internet Advertising First Rather Than An Afterthought

Since entering this industry I have only seen a few campaigns planned in a manner that seems entirely sensible in my opinion. The idea was to use a small, very intelligently targeted, pre launch campaign to determine the best way to launch a product or campaign. For example one campaign had four case studies within different sections of the advert and timers associated to each of the sections. The adverts were targeted very precisely to the target audience and then the timer metrics were used afterward to decide which case study had the most interest and the most people looking at it. From there the highest ranking case study was then used in all the offline adverttsing (TV, Print) as they knew it would gain the best response.

In another case three versions of the products packaging were lined up against each other, the goal information and clickthrough results determined which package pushed the consumer to purchase and therefore defined which packaging would work best when the product was fully rolled out.

I think this sort of intelligent planning and use of resource should be utilised far more in camapigns and in the overall plan from the client when launching any product as the internet is the only place you can get these sorts of results pre-campaign and the only place you can target to your exact audience in this manner. Ultimately it will save a lot of wasted money in the long run with a little more forward planning and enable you to get instant results from true market research without any of the bias opinions that most market research usually has to deal with.

So hopefully the planners and the buyers out there will start working far more closely with their clients and creative agencies and start implementing these highly useful pre campiagn testers which gain true results from the real consumer, without swaying their opinions through the knowledge that they are taking part in market research.