The continued rapid development of online technology gives agencies like Brand X the ability to present more interactive and visually stimulating media to a more finely targeted audience.

1. Consultation

The Brand X approach begins with consultation. We will aim to fully immerse ourselves in your company to truly understand your product(s), marketing objectives and target audience. We will advise how your advertising budget can be divided between different media, striking the right balance between new and known channels.

2. Media planning & buying

Brand X manages online advertising for a number of clients. As a result, our experience and buying power enable us to make intelligent media selections and negotiate for preferable rates, placements and timings. We liaise with media owners on a frequent basis and have built relations with them and, as a result, we are often approached when a media owner has distressed inventory, a special offer or unique opportunity which we can then evaluate and pass on to our clients.

3. Campaign management

Once the media plan is in place and email and banner creatives approved, all elements are rigorously tested across different browsers, operating systems, traditional and hosted email services to ensure everything renders correctly.

Brand X sets up tracking on every ad placement and email send. This enables deep-analysis of campaign performance which is monitored throughout each campaign. This enables us to optimise campaigns on the fly to ensure the best ROI is achieved. For example with banner advertising campaigns comprising more than one creative type and position on a site, serving can be biased toward the best performing positions.

4. Reporting

Brand X recommends Headlight from Traceworks to monitor its online campaigns. We use this system for all client campaigns, as it offers the following:

• Efficient running of campaigns
• Streamlined tracking of campaign-based clicks and conversions, and also clicks and conversions from organic search traffic and direct links to your site
• Full transparency of our campaign-based performance
• The ability for our clients to see which campaigns have been run, which are due, and the associated costs and conversion rates

Using Headlight, Brand X’s clients can gain access to live campaign statistics. In addition, Brand X provides regular reports and analyses on campaign results along with recommendations to further improve results.