Sunday, 12 June 2011

Life of a banner. RichMedia Workflow

This the tipical scheme of a banner life, it could also be a richmedia workflow life:

First step: A customer who wants to sell something or just make branding or so, decides to make a Media campaign on the Internet. Usually they´re launched just after you see the TV ad.

So customer meets his Media Agency. There´s a man on that agency called the Media Planner. He is in charge of negotiating and making the best out of the budget customer has. So, he could do SEO, SEM, Social Media or a Display Campaign which is our case. Probably the final product of this man is a planning.

Next step: There´s a Tech agency in charge of keeping an eye so everything is fine. They know the specifications of every format for Publishers, they are in contact with creative agencies, and they are able to solve any issue related to the campaign (creativity, traffic, tracking, implementation). I work in one of these ;)

The technology agency contacts the creativity agency, they give them templates and tell them what they can and can´t do acording to publishers´specs. So they work hand by hand with creative agencies. These ones usually have a design or programming department.

When the creative agency has the campaign ready, there´s a proccess called validation which has three steps:
- Technical level, in charge of the Tech Agency
- Creative level, usually for the customer
- Publisher level

This one is the final step. Publisher checks all tags are ok and insert the ads in its website.

Well, this is a very reduced and simplified view of how it is. A banner life or a campaign life could last a lot of time, or have different steps. These five are main characters of a banner story.

Main skill to improve this workflow is communications between the five parts.

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