Digital Ad Operations
1. Why cant I find my ad? How can I be sure it is being served?
Depending on the SOV (share-of-voice) of your ad, it may be difficult to find your ad at certain times of the day. Our system dynamically allocates ad serving based on inventory availability and urgency of demand.
Every campaign has a creative (screenshot) report prepared at point of launch to ensure ads are being served correctly. In addition, our operations team is constantly monitoring campaign performance behind the scenes to ensure that your ad delivery is on track.
2. In what format and to what specifications should I send my ad materials?
Please refer to this link for the latest SPH ad specifications.
3. To whom should I send my ad materials to?
Your SPH Digital Account Manager should have introduced you to a Campaign Manager who will receive and verify your ad materials for scheduling.
If you are unsure who your Campaign Manager is, you may check with your Account Manager, or alternatively, you may send materials to firstname.lastname@example.org with your campaign contract number and name in the subject title.
4. What is the deadline for ad materials to be sent in before my campaign starts?
The deadlines for standard ad materials are 3 working days, while that for rich media ad materials are 5 working days.
If materials are received after these deadlines, we will try our best to ensure your campaign goes live on time regardless, but cannot offer any guarantees. This is so we can ensure all materials are in order and the campaign goes live problem-free.
5. When will I receive reports about my campaigns performance?
Most campaigns are serviced with weekly reports, though some longer campaigns may have fortnightly or monthly reports sent out upon agreement with client. If you have special campaign report scheduling needs, please speak to your Account Manager / Campaign Manager.
6. What statistics will I receive about my campaigns performance?
For standard banners, impressions, clicks and CTR (click-through-rates) are standard metrics provided.
Rich media will have additional metrics such as interaction rates and engagement times.
Video will have additional metrics such as view-through-rate percentages.
Content campaigns will have metrics such as pageview, unique visitors and engagement times.
If you have special campaign report metric needs, please speak to your Account Manager / Campaign Manager.
7. If my campaigns CTR (click-through-rate) is low, does it mean it performed poorly?
While CTR is one factor in ad performance, there are other factors at work too.
Many users do not click on ads immediately, but remember a message that resonates with them and go on later to find out more about it at a later point, either online or at brick and mortar outlets.
In this sense, factors such as brand association, reach and ad viewability are as important as CTR in measuring ad performance.
8. How can I improve the CTR for my campaign?
CTR usually comes down to two main factors, ad placement and ad creative.
Our campaign managers will suggest ad placement optimisations to other sites or sections if CTR is an important metric for your campaign and it is running on multiple ad placements. Also certain ad placements by their nature have higher CTRs. Your account manager will be able to advise you further on this.
To maximise CTR, creatives should be eye-catching, have a clear call to action message with a sense of urgency and importance. As this is more an art than a science, it is recommended that clients provide 2 or 3 creatives for each ad placement to run concurrently for our system to automatically optimize to the best performing creative.
9. What are the guidelines for HTML 5 creatives?
Please refer to this link for the latest guidelines.