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Six steps to launching a successful international ad campaign

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3. Position international media appropriately within the planning process

A decision can now be made on which international media outlets are best suited to help you achieve the objectives.

When assessing the best media routes for a campaign, think of international media not as an umbrella but as a base. In other words, having identified the best international channels to reach the target audience effectively with one campaign, it is then possible to top up your activity at a local level to plug any gaps, or add market-specific elements to the campaign so that you get the best of both worlds strong unified messaging and cost benefits for the core international campaign enhanced with geographically-tailored components that build even greater relevance.

4. Decide on single versus cross-platform

Its worth thinking not only about each international media outlets core offering, but also about their online components as well. Most have excellent websites that their regular audiences often value as highly as their TV or print offering and, as international media consumers tend to be frequent travellers, fulfil their need for content as they are on the go.

It should therefore be no surprise that the latest audience figures from the Ipsos Affluent Survey 2015 show that, on a monthly basis, international medias digital platforms add an additional 43 per cent audience to the live TV reach.

5. Campaign execution

No two media campaigns will ever be executed and booked in the same way. However, typically an international media campaign will be easier to execute as there will be fewer buying points required than for multi-national campaigns, plus there are likely to be fewer creative executions required. An advertiser may decide to plan, book and implement the campaign themselves or hire a media agency, depending on their experience and resource available.

Either way, a detailed media plan needs to be compiled containing timings, expenditure, predicted reach and frequency for the campaign across the various media outlets chosen and fees and slots negotiated.

At the same time, creative material will be produced, either by a creative agency, the advertiser or by the in-house creative team of the media owner, so that everything is in place for the campaign launch.

6. Measure campaign success

Its essential to decide in advance how you are going to evaluate campaign success so that you can ensure the right measures are in place.

The best way of measuring campaigns is through consumer surveys. This is because they enable advertisers to ask people about all the media channels they consume, as well as about the audience itself, its lifestyle habits and product choices. So, advertisers can identify audience response such as changes in brand awareness, brand attributes and favourability.

TV reporting tends to be done at the end of a campaign, but online performance can be tracked on an ongoing basis. This can be extremely useful not just for tweaking digital advertising, but also flagging up early on any issues with campaign messaging overall that might impact activity on other channels.

As with anything in marketing, the key is to test and learn as you go so that you can be better informed for the next campaign. Difference between marketing and advertising

Sonia Marguin is head of research at EuronewsAnd a board member of inTV.

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