Digital Ad Traffic Academy

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Setting up new types of creative

What_is_your_key_challenge_1Are you having problems trying to set up new types of creative we haven't used before?

Here are a few tips that may help:

  1. Set up a very long testing period, give yourself weeks rather than days
  2. Get specific training from the tech vendor supplying the service
  3. 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
  4. 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)
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