Advertising Case

(Q.1, 2) Last month, Levis began banner advertising on several fashion news sites, but their online marketing director is now wondering why the number of unique visitors is considerably smaller than initially planned even though they gained significantly enough reach and frequency.

1. Explain Levis online marketing director why managing reach and frequency is important in digital advertising and give your advice about how to optimize reach and frequency

* Managing reach and frequency is important in digital advertising digital advertising because you have to decide which one to sacrifice among reach and frequency with the limited budget. It can be either high reach and low frequency or low reach and high frequency; those two cases cost about the same, but would bring very different results depends on the situation; the situation can be building brand image, raising awareness, etc. To optimize reach and frequency, you should use many different targeting methods. Meaning that you should spread your message using a few different media vehicles, it is important to study and understand the characteristics of your target audience and vehicles that they often visit and use. Also, you need to be aware of each website's traffic building patter because they all build audiences at different rate. Last but not least, you need to learn frequency patter and maximum number of exposure. You always start with the frequency, then reach because reach without frequency is just wasting of money at all cost.

2. In addition, suggest them a behavioral targeting. Explaining what it is, how it works, and how to apply it to Levis banner advertising campaign.

* Behavioral targeting is a technological marketing method that increases effectiveness of ads. It's basically a matter of tracking the potential consumers' behaviors that ad network traces their visiting patterns of websites, clicks, page views, and duration of each page. Learning that which websites your potential consumers frequently visits and stays for a while, you can put your ads and increase your frequency on those websites so that your ads can be more effective. For instance, according to the cookie tracking method, it is studied that majority of visitors of Levis website use Pinterest a lot throughout the day. Then put your Levis banner ads whenever pinterest users view fashion item pins on Pinterest. Likewise, behavioral targeting will be effective to get more unique visitors for Levis because there will be more frequency for proper target audiences even if it is same amount of reach.