MEDPUSH

February 11, 2022

Source: MedPush Team

The New year always gives a fresh start for growing your business. Whether you are new in digital media, or growing an already successful business, we gathered a few insights on how to strengthen your digital campaigns based on global and regional best practices.

1.Translate your objectives into relevant KPIs.

Before starting your next campaign, set relevant KPIs to address your objectives. Unduplicated Reach should be a key metric for Awareness led campaigns, viewability or video consumption for Consideration, and valid traffic or sometimes sales for Conversion campaigns.

2.Select the most beneficial platforms

Depending on your objective(s), the right combination of platforms to use can deliver the best results. While premium platform(s) should be considered only for Awareness campaigns, the least number of platforms with higher concentrated reach is the ideal way to go. For the remaining objectives, the more the merrier. Evaluating these platforms based on the identified KPIs will help prioritize and select the most beneficial.

3.Use the right creative

Rich Media/Formats are still the most popular choice compared to Static or Native ads. $800+ million of ad spends in MENA went to video formats in 2020 (source: IAB), but there is no ‘one size fits all’. The first step would be to develop your creatives based on what works best on each platform.

4.Analyze the right metrics, and Optimize

Power is about simplicity, and to be able to effectively analyze results, make sure you measure the correct metrics. Here are a few examples:

• Engagement is tracked to monitor a brand’s understanding or acceptance by consumers, classified as passive or active. Passive engagement is easy and effortless – such as liking or retweeting, while active takes more devotion from users, as sharing or commenting.
• A ‘view’ definition is not identical in length across all platforms and can vary from 2-3 up to 30 seconds of active video playing. To compare, consider ‘completed views’.
• Cross-analyze revenue or sales figures against digital spends and see exactly how your investments are converting to real-life results.

Your campaigns shouldn’t be left unchecked. Track, benchmark, adapt and optimize, at least weekly, to deliver the required objectives. You can adjust targeting, placements, formats, or even the platforms selection. More adjustments based on performance enhance results and improve ROI.