LIFE TODAY is moving at unprecedented speeds. Almost no matter where we live, we inevitably find ourselves constantly surrounded by new information. Consequently, we have come to expect instant updates.
The world of marketing is no different. In fact, when it comes to online advertising, time truly is money, to paraphrase a famous saying. Time to market (TTM) has become hard currency.
A low TTM allows brands to reach their target audiences before their competitors do. While this may not be the focus for some campaigns, it is essential to others. For anyone working with RTM (Real-Time Marketing), the ability to engage with consumers based on real-time information defines the very practice. However, a low TTM is also important to be able to respond to market trends, current events and to create relevant, engaging advertising experiences. A high TTM practically eliminates any RTM effort, makes you appear as a follower rather than an industry leader and, on top of it all, disengages consumers.
So, what can one do to ensure that windows of opportunity are taken advantage of when they open? At Adssets, we pride ourselves in market-leading turnaround times and updates on-the-fly. We’re very happy to share our philosophies and methods with you. Here are three example of ways to shorten TTM with Adssets solutions.
1. Workflow Optimization
The easiest way to shorten TTM is by limiting time wasted. At Adssets, we know from extensive experience what works and what doesn’t. Over the years, we have analysed and streamlined processes and as a result, we can present optimum solutions for any campaign.
A workflow may look as follows:
a) The brand provides guidelines for the ad’s layout.
b) Our Creative Development team creates three mock-ups of how the ad could look – horizontal, vertical and rectangular.
c) Once the brand approves, the ad is implemented into the system.
d) The brand or agency creates the final ad with a placeholder creative and launches it on pause in the DSP.
e) The brand provides the final creative.
f) The agency or another involved party updates the ad and resumes it in the DSP.
For any subsequent campaign, the brand, agency or other involved parties can set up the ad directly in Adsself, effectively starting the process at d). The templates themselves will already be set, so all that will remain is fine tuning and adding a creative.
2. Adsscore Real-Time Data
Once an ad has been launched, it can be fully tracked and optimized in real-time via Adsscore. Our Rich Media analytics tool highlights results by a minimal quantity of data displayed but a maximum quantity of relevant information. This allows you to follow up and respond without delay. A large number of tracked performance metrics means you can improve the smallest of details and, because of it, easier reach goals. Rather than evaluating after a campaign has finished running and changing subsequent ones, Adsscore simply lets you instantaneously optimize.
3. Edit Link and Scheduled Update
Any ad made in Adsself comes with the option to provide an Edit Link and/or do a Scheduled Update.
An Edit Link is a great way to effectively divide tasks within a campaign. You can decide on format used, placements and much more while another party works on the creative. Once your ad has been set up, you share the Edit Link with the person in charge of the creative and they will be able to implement as well as change the ad immediately, even if it is live. This allows for lightning quick reactions to current events, campaign updates or requested creative changes.
Should you know in advance that you are going to change an ad as it is running, Scheduled Update allows you to use time more effectively. A second (and third, fourth etc.) creative can be designed and put into the system long before it’s implemented. With a little foresight, campaigns can be altered for a fresh, updated feel while you are already working on your next one.