Because online advertising is so measurable, your clients will expect to see reporting for their campaigns. If you are using an ad server, reports can be easily configured and pulled to correspond to the terms of the media buy: impressions delivered, number of clicks, number of streams, click-through rate for the week, month or campaign term. A final report with a complete campaign roll-up should accompany their invoice. A couple of considerations:
- If you have the traffic levels to sell on a CPM basis to clients who are running shorter flights, there is an expectation that they will only be billed for impressions received.
- Digital invoicing is typically done after the campaign has run, as opposed to invoicing for on-air underwriting, in which sponsors are typically invoiced at the start of an on-air campaign.
- Digital invoicing is done by regular calendar month, as opposed to using the broadcast calendar.
- Multi-platform sponsors will expect reporting reflective of the total media they have purchased. You’ll need to integrate reports from your ad server with reports from your broadcast traffic reports to provide a centralized one-stop snapshot of performance.
If you are selling online without the benefit of an ad server, consider providing the following metrics for each format:
- E-mail newsletters: Consider sending a screen shot of the newsletter, along with a report of the total number of messages sent, open rate, forward rate and the total number of click-throughs on the sponsorship graphic or message. This information will likely come from your e-mail server.
- Streaming Audio/Video: Report how many streams you delivered over the course of each week or month. This information is most likely to come from your Web department. If there is a companion banner being served alongside the video or audio streaming window, you can report impressions delivered, the number of clicks and click-through rate for the week, month or campaign term. You may also consider providing screenshots for video.
- Mobile: Report how many impressions delivered by the mobile version of your site, or the number of subscribers to/downloads of your mobile app(s). If you lack this direct campaign data, you should install software like Google Analytics to at least track, and report on pageviews, visits, and unique visitors overall.
- Podcasts: The most common report metric for podcasts is month by month download delivered. If there is a companion banner being served adjacent to the podcast, you can report impressions delivered, the number of clicks and click-through rate for the week, month or campaign term.
- Web Banners/Display Ads: Provide a report that includes page view counts for the pages/sections that featured the banner for the week, month or campaign term. This information will most likely come from your Web department and your online traffic measurement tool. At launch of the campaign, or at important dates during the campaign, you should also provide screenshots of the banners on key pages of the website. This serves as a visual affidavit, and provides confirmation to the sponsor that the campaign has launched as requested.
- Social Media: Use Facebook’s Insights tool to report on the number and demographic of people who “like” your page, number of new fans etc. For Twitter, report on the number of followers and @ mentions.