Setting up new types of creative
Are you having problems trying to set up new types of creative we haven't used before?
Here are a few tips that may help:
- Set up a very long testing period, give yourself weeks rather than days
- Get specific training from the tech vendor supplying the service
- Schedule time and responsibility for one team member to really investigate new products; take them out of the operational role of campaign booking and management to work on development for X hours per month
- Teaching the sales team about exactly what products can be sold, in what way, and what they deliver; make clear that all new products need to have an operational 'thumbs up' before they can be out in the market as an ad product. You might need to get a 'thumbs up' from the teams responsible for content (product/editorial teams), and another 'thumbs up' from the tech team - see who all the stakeholders are. If it's a completely new format does it need user testing (not just for the technology's stability, but for customer experience)