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Driving engament for Arla (During the last years, top publishers,…

- - - - https://www.slideshare.net/IABSerbia/digital-day-2017-katarzyna-paliwoda-mobile-building-meaningful-connections-at-every-stage-of-consumer-journey
- - - - Prioritise channels and assets that drive reach but also high engamenet rates.
        
        E.G: When you are planning a Facebook Campaign, consider running a 10 seconds video instead of an image post as users are more likely to engage with videos than still images. The CPM cost is format-agnostic and you can drive more engagement for the same or less price.
    - - Support the creative agency during the ideation and production of the campaign assets with creative best practices that increase the chances to get users engaged with our content.
        
        E.g: If you are planning for online video, ensure that it is produced with a mobile-first approach (e.g: need to work with sound off, show the brand during the first 3 seconds, etc) and give them examples of how they can address those considerations
    - - buying model
        
        Define your buying model based on its potential to drive your role of communication. Although we can generally agree that optimising media buying based on reach is more efficient, there are always some exceptions that you need to evaluate
        
        E.g: If the role of your communication is to emotionally connect with your audience and you need to retain their attention at least 30 seconds in order to do that, you may opt for a Youtube trueview and pay per view instead of a Video banner and pay per impact.
      - Targeting
        
        Up-weight media activity during those times of the day and environments when your ads can be more relevant because they are contextually related to your content or product
        
        E.g: If you are planning for a Lurpak campaign that aims to inspire people to cook with it, you can work with Google to find those times of the day when people search more for recipes or see what recipes are trending to produce assets that reflect their interest
    - - Test different versions of the assets to prioritise those with higher engagement
        
        E.g: If you are running a Facebook video, you can rotate different assets and call to actions in the copy of the post to identify which of them encourage more people to engage and put more budget behind them.You can also use a different copy for different targets for the same price without loosing reach.
    - - Define engagement priorities that address your campaign objectives. There are different types of engagement across channels and they count the same. Therefore, you can prioritise those that are aligned with your campaign objective and are easier for you to achieve
        
        E.g: If you are running a brand campaign with video assets, it is more effective and efficient to plan for driving video views rather than 2 minutes visits on your website.