Ad Campaign Management
Digital Advertising Platform
An integrated and actionable reporting platform complimenting advertiser strategies and workflows
Lead Designer @ Ads Lab
Balsamiq | Axure RP | Photoshop
Lead Designer @ Engineering Ads Team
Balsamiq | Axure RP | Photoshop
Background
The platform was failing to provide clear actionable data to advertisers in the necessary context for them to manage their campaigns effectively. We found that the system did not meet users’ expectations causing frustration from a limited and cumbersome campaign management process. Advertiser’s were unable to test campaigns freely across the entire network so they concentrated their spending on only a few accessible and popular spots.
Goals & Rational
- Improve quality and visibility of data
- Reduce barriers between reporting and taking action
- Increase bidding on spots across the network
Providing data to advertisers efficiently and in the right context allows them to quickly understand the performance of their campaigns. This empowers them to make the timely decisions necessary to achieve their advertising goals. Our hypothesis was that advertisers would be more successful on the platform if they could reference a reporting system that complemented their existing strategies.
Help Me, Help You
We uncovered advertiser’s mental models and workflows that would become the cornerstone insights the product would be built upon.
The Unique Ad
A newly designed campaign structure allowed performance data on individual assets across many sites, on many spots and by every targeting attribute available. Advertisers were now able to easily apply their test and learn methodologies and optimize conversions by every dimension of the network.
Integrated Actions
Advertisers could confidently adjust bids in real-time directly on the platform by viewing every active bid by placement, ad level and performance detail.
Marketplace Context
We partnered with data science to surface the current market for a respective spot and target combination to give users the competitive landscape when adjusting their bids.
Results
Through a user-centred design process, we built a reporting platform that provides insights for advertisers to confidently and efficiently optimize their campaigns. We reimagined the previous rudimentary system as an integrated experience designed to align with user objectives and deliver the most value possible. Detailed reporting and powerful tools built directly into the advertising platform created cleaner workflows and ultimately translated into increased network activity.
Outcomes
- Built actionable reporting on all campaigns globally down to individual campaign attributes directly into the platform
- Reduced user’s campaign management time on average
- Increased the distribution of ads placed on spots across the network
“I just spent some time to refine our ads on TJ and I wanted to say wow! I love the new updates. It was so nice to see ad thumbnails next to their stats and I got all my work done in 1/4 the time.”
–TJ Advertiser
Thank You Kindly
