A typical rich media campaign involves 5 key steps and the involvement of various stakeholders.The table and summary below, taken from our new rich media white paper, outlines the process:
Brief: The process starts with the agency receiving a brief from a client regarding a particular business need. At this stage, the agency’s main purpose is to fully understand the brief and the client’s marketing objectives. A common brief relating to rich media is a plan to drive a brand’s product awareness during a set timeframe, typically surrounding a product launch. Research is often required in order for the agency to effectively assess the best rich media features for meeting the client’s objective, such as insights into mobile consumer behaviour.
Pitch: Following the acceptance of the brief, the agency’s client services team will collaborate with the creative director and creative team to storyboard or bring ideas to life in order to meet the requirements of the brief. This involves building a creative idea or concept around the client’s objective. Research is also taken into consideration. The versatility of rich media becomes evident at this stage, as a wide range of rich media features can be considered as a means of achieving the brief’s objective.
If the agency does not have in-house rich media creative skills, the major global ad networks now have dedicated creative services teams for delivering concepts and storyboards.
Build: Agencies normally work with a rich media vendor who will provide the, typically self-service, platform that pulls together the rich media creatives and builds the user journey. The output of this process will be ad tags that need to be passed to the mobile ad networks that support that rich media vendor.
Distribution: To set up the campaign, a media plan has to be proposed by the agency to the client. The agency will negotiate with media owners for the best rates.
Optimisation: Once the rich media campaign has been launched, it can be optimised through tracking and analysis. In-depth analytics are a means for campaigns to be assessed and improved, depending on the type of campaign. Information regarding the number of impressions, number of video plays, extent of sharing and viral effects, and time-based or touch-based metrics are some examples of data that rich media platform vendors can provide. Mobile ad networks provide data up to the initial click or impression. The rich media platforms provide the data post click. This data is usually aggregated by the media owners and prepared by the agency for analysis.