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5 simple rules for effective online advertising

By R. Michael Leo, CEO and President, Operative

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Re-evaluate the opportunity cost for campaigns that take a lot of effort.

Allow media teams to spend more time focusing on what they do best: campaign optimization.

Reduce operating costs by leveraging an on-demand partner that can handle the heavy lifting so you can focus on your core competencies.

Revisit partnerships and vendor relationships, and sever unprofitable ones; make sure your service providers are delivering the strategic services for your investment.

Traditional metrics (impressions, CTR, video views, etc.) are achievable for such emerging formats as social media; ensure that you have a clear measurement method in place before making these formats a part of your marketing program.