Atelier Studios Limited
19A London Road
Southampton
SO15 2AE UK
t: +44 (0) 23 8022 7117
f: +44 (0) 23 8033 4075
Registered Office Address:
Atelier Studios Limited, The French Quarter, 114 High Street, Southampton, Hampshire, SO14 2AA UK
Company Registered in England No: 4337925
Registered for VAT No: 803 0054 89
Atelier Studios are registered with The Information Commissioner (IC) under the Data Protection Act 1998 and the Data Protection Register.
Online Display Advertising is one of the prevalent methods that companies use to communicate with their target audience to increase brand awareness and elicit a response (usually a click through to their site).
Over the past few years there have been major advances in the way that companies use Online Display Advertising to create maximum market exposure and evoke a response from the target audience.
Gone are the days of annoying pop-ups and flashing banners; to build an effective advert in today's market requires a great deal of strategic planning and creative thinking.
That is why at Atelier we have developed a sound strategy to ensure that your advert receives the maximum response and Return On Investment (ROI)
Our workflow model helps provide you with a managed solution for your campaign and through our experience we are confident that we can develop an Online Display Advertising campaign to suit any client's needs.
The starting point of any Online Display Advertising campaign to determine our clients needs and wants. Every campaign is different and we consult heavily with our clients to ensure that all of the bases are covered so that we can develop a campaign that you will be proud of.
There are many considerations that go into developing an effective Online Display Advertising campaign:
At this stage we also develop unique Key Performance Indicators (KPI) and efficient and effective targets based on the needs and goals of the campaign. We constantly strive to meet and exceed in meeting these targets. This is covered in greater depth in the Evaluation and Measurement section of our campaign development model.
Before undertaking any creative implementation we ensure that every element and KPI is researched and understood so that the campaign can be implemented to maximum effect.
Advertising Partner Research
We carry out a great deal of research into identifying and targeting potential hosts to place your advert on. We exercise a strict quality control system so that any advert is always placed on respected, industry related sites to maximise the number of relevant clicks on the ad, which will have the most positive/successful sales conversion rate. Through our experience, we have also developed a large portfolio of hosts for the sites and our strong relationships with them mean that we are able to deliver a high quality service and larger ROI.
Competitor Research
We understand that no business can ever hope to succeed unless it understands its competitors and is pro-active in developing a higher level of service than them. Therefore we carry out an extensive research on your competitors to ensure that your campaign surpasses their strengths and exploits their weaknesses to your gain.
Customer Research
At the very heart of any marketing activity is the need to understand your customers. This understanding forms the basis of the Online Display Advertising campaign and every other element of the campaign is build on top of it. We use numerous different tools and metrics to build a holistic portrait of the target market and then develop the best way to reach it. This leads us on to the planning and proposal phase of the work flow.
Once we have carried out extensive research we then plan how we will reach the target market and how the ad will run. For this we utilise a number of different techniques based around context, behaviour and content.
Context Targeting
This method of targeting is based on the context of the person viewing the website, this means that we can refine and reach the target audience and ensure that the message is conveyed clearly. There are a number of ways that we use context targeting to reach the audience:
Behaviour Targeting
One of the latest revolutions in online marketing is the concept of behavioural targeting and intent based search. Previously behavioural tracking was based on storing Cookies on a user's browser. However this is making way for a new type of behavioural targeting based on gathered from both the search engines and Internet Service Providers (ISPs). These new forms of recording people's online activities could mean that companies can identify and anticipate their target audience's activities even more precisely.
Content Targeting
Broadly speaking, adverts can be placed on websites with a certain type of content on to reach a more responsive target audience. Firstly the ad can be placed on sites that only have content that has been written by professionals who have an expertise on the subject of the site. This expertise rubs off onto your advert and helps build up trust in your brand if the advert is being placed on a site that the user respects.
The other option is to place an advert on the site where the content is created purely by users (e.g. Forums or Social Networking sites). Although this does not have the same expertise as having the advert on a professional site, it can help reduce the levels of scepticism surrounding the advert if it is seen as coming from a peer.
Cost Models
There are a number of different ways in which the cost of the advert can be determined. Depending on your adverts type and the content of the site there will be a different costing method for you.
Cost Per Click (CPC): This is a very popular method of determining cost whereby a unit price is paid per a click by a user. This is mainly used in PPC advertising.
Cost Per Action (CPA): This method charges the user based on a type of action by the user. This can take the form of a purchase of a product, signing up to a news letter, or requesting a sales brochure. This is widely regarded as being the cheapest method as the conversion rates are usually quite low for the percentage of traffic. This is also known as cost per acquisition.
Cost Per Impression (CPM): This is where a unit price is assigned per X amount of impressions that the ad is shown. The number of Impressions that incur a charge can be determined on the amount of traffic the site receives but is usually per thousand. This allows the advertiser to determine the predicted levels of reach and frequency.
At Atelier we have a team of expert designers who have a great deal of expertise in creating adverts of all types. From the initial concept right through to the time the ad is first shown our design team are committed to producing top quality adverts.
Once your advert is live, we constantly measure and evaluate the performance of the advert using a number of different tools at our disposal. We assess the campaign based on a number of different metrics to paint a holistic picture of how the campaign has performed.
We also assess the performance of the ad against the KPI's we outlined in the Client Brief stage of the campaign. Once we have carried out the first round of evaluation on the site, we then proceed to make the necessary changes to the campaign to consolidate the strengths and improve on the weaknesses.
We are constantly striving for perfection at Atelier and constantly react to the results we gain from our evaluation. This is why we are constantly optimising our campaigns and improving on them to ensure that your ROI is perpetually increasing.
To see how you could benefit from Online Display Advertising, contact the studio today!