It’s Complicated: Online Campaigns with 50 or More Ad Versions Increase by 32%, Reveals New Complexity Index by DG MediaMind





New York, NY – DG MediaMind released new research today showing that digital marketers are managing increasingly complex online campaigns; the number of campaigns that averaged 50 or more ad versions in a single campaign has increased by 32.2 percent over the last four years. Based on online campaign data, this ‘Complexity Index’ has been edging up year over year, increasing more than 20 percent from 2010 to 2013.

Marketers are faced with endless choices when it comes to the timing, placement, format, targeting, device and measurement of digitally served ads. Having so many options also increases the likelihood of inefficiency in campaigns, especially when agencies choose multiple third-party technologies to manage the different tactics (e.g. search, video, mobile, social, RTB, rich, etc.) of a digital campaign.

Collated from Q2 data from the MediaMind platform over the last four years, the Complexity Index analyzed the main factors contributing to a campaign manager’s workload: campaigns per advertiser, number of sites campaigns ran on, placements, formats, creative variations, targeting methods, third-party tracking and conversion tags.

Advertisers are striving to reach multiple audiences with the same campaigns or test variations of campaign messages to audiences, the research shows. Campaigns that had two to four ad versions increased from 24.6% to 29.0%, and those with 50+ ads increased from 5.4% to 6.4%.

“Agencies and campaign managers are battling with the burgeoning complexity of campaigns across multiple screens. A smart, digital platform reduces complexity and can quickly become an agency or campaign manager’s best ally,” said Ricky Liversidge, chief marketing officer, DG.  “This frees time up for campaign managers to focus on meeting campaign objectives and keeping clients happy.”

The key to simplifying the process of campaign management is to understand the source of its complexity.  This research is a first step in that direction.

For the complete Complexity Index report, see here .

About DG

DG (NASDAQ: DGIT) is the leading global multiscreen advertising management and distribution platform, fueling campaign management across TV, online, mobile and beyond. Through a combination of technology and services, DG empowers brands and advertisers to work faster, smarter and more competitively. Boasting the world’s largest hybrid satellite and Internet network for broadcast video delivery, the Company’s unparalleled campaign management encompasses multiscreen ad delivery, cross-channel research and analytics, and unified asset management. The DG product portfolio consists of two overarching product lines for online and video campaign management: MediaMind and VideoFusion.

With New York as a center of operations, DG is a global company that connects over 14,000 advertisers and 7,400 agencies worldwide with their targeted audiences through an expansive network of over 50,000 media destinations across TV broadcast and digital advertising in about 78 countries, managing approximately ten percent of the world’s media assets. For more information, visit http://www.dgit.com.


Via Ad Operations Online

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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