Content
- What is a post-campaign?
- Why is a post-campaign necessary?
- When is a post-campaign conducted?
- How to analyze the results of an advertising campaign?
- Conclusions
What is a post-campaign?
A post-campaign, or advertising report, is a thorough analysis of the executed media plan that allows for the evaluation of the effectiveness of an advertising campaign. This process involves assessing all stages of the implementation of advertising materials and their impact on the target audience. The main goal of the post-campaign is to determine how successfully the set objectives were achieved and what can be improved in the future.
Why is a post-campaign necessary?
A post-campaign is essential for obtaining valuable information about the results of an advertising campaign. It helps in the following aspects:
- Identifying successful and unsuccessful elements of the campaign;
- Analyzing audience reactions to advertising messages;
- Identifying the most effective channels, creatives, and audience segments;
- Adjusting the media plan to improve future campaigns;
- Planning future advertising campaigns based on the data obtained.
For example, if the analysis of the post-campaign reveals that advertising targeted at audiences over 40 years old was less effective than expected, this may signal the need to make changes to the strategy. Marketers might reallocate the budget to focus on a younger segment or adapt messages for older groups.
When is a post-campaign conducted?
A post-campaign is conducted after the completion of an advertising campaign, but it can also be carried out at intermediate stages. This allows for timely adjustments to the strategy and necessary actions to achieve the set goals. The beginning of any major advertising campaign requires careful media planning, where all important aspects are documented: target audience, timelines, content, and promotion channels.
After the campaign is completed, marketers collect data, calculate key performance indicators (KPIs), and create a media report. This report will serve as the post-campaign, helping to understand how successful the campaign was.
How to analyze the results of an advertising campaign?
The process of executing a post-campaign can vary depending on the specifics of the advertising campaign. However, in most cases, several key analysis stages can be identified:
- Review of the campaign strategy and goals. This stage includes a brief overview of the strategy and objectives outlined in the media plan, allowing for a comparison of actual results with planned ones.
- Review of creatives. It is important to document all creatives used, indicating their location, timing, and duration of display.
- Determining results by channels. At this stage, summaries are made for each channel, comparing planned and actual metrics.
It is important to note that the metrics used to evaluate effectiveness may vary depending on the type of advertising campaign and its objectives. For example, for social media, it may be useful to track metrics such as CPM (cost per thousand impressions) and VTR (view-through rate), while for search advertising, the focus should be on CTR (click-through rate) and CR (conversion rate).
Conclusions
At the stage of analyzing the post-campaign, it is important to draw conclusions for each channel to understand how well the implementation aligned with the original plan. It is essential to evaluate:
- How successfully the objectives were achieved;
- Which elements performed well, and which did not;
- The difference between projected and actual results;
- Factors that influenced the results, both positive and negative.
The results of the post-campaign will help marketers adjust the media plan and develop strategies for future campaigns. For example, if the target reach was significantly lower than expected, this may indicate the need to reconsider placement channels or change the audience targeting approach. Such analysis will enhance the effectiveness of future advertising activities.