Linkstorm

Industry Challenge:
Click-through rates continue to decline as client expectations remain high

Linkstorm Fills the Performance Gap
Results (Specific A/B Tests)

Why it Works

1. Linkstorm’s creative solution addresses those needs – allowing the user to self-select according to their interest

2. A more useful ad creates more qualified leads

3. More qualified leads drive the advertiser’s prospects deeper down the funnel

Different Needs Used To Require Multiple Executions

IBM Campaign

Tech Campaigns

DELL: http://www.linkstorm.net/demo/dell/customer_type/index.php

CA: http://www.linkstorm.net/demo/computerassociates/

Cisco: http://www.linkstorm.net/demo/cisco/collaboration/728x90/index.php

Microsoft: http://linkstorms.com/clientresults/liveexamples/microsoft/

How it Works: The Power of Linkstorm

•Multiple Offers: can be deployed easily so ads become relevant to varying interest groups and tested for effectiveness

•Client Data Feed: can dynamically populate menus so content can reflect current prices, offers, etc.

•Intuitive Navigation & Relevance: the menu enables the user to easily move between the options via the “portable navigation” and decide their interest

•Targetable: different menus can be served to different target audiences and different regions while keeping the base creative the same

•Detailed Tracking & Customer Insight: reporting is done down to the menu item, providing granular insight. Insight can be gained across multiple offer combinations and the messaging can be adjusted

•Automated Optimization: across all menu items, enabling constant performance improvement based on real-time post-click data

Reporting: Actionable Data

Steps to Launching a Linkstorm Ad

1. DEFINE  

•Client defines campaign objectives  
•Client presents media plan (publishers, insertions and number of impressions)  
•Client provides links to suggested landing pages  
•Linkstorm presents timeline for design, deployment and debrief

2.DESIGN  

•Client provides any relevant graphical assets  
•Linkstorm or client designs banner  
•Linkstorm builds menu Information Architecture (labels, links, navigation)  
•Client reviews/approves Linkstorm ad unit

3.DEPLOY  

•Client provides Linkstorm with redirect URLs for trafficking and metrics  
•Linkstorm generates ad tag and tests the ad unit on publishers in media plan  
•Client launches campaign and traffics the ad

4.DEBRIEF  

•Ongoing performance reports  
•Real-time optimization during the campaign  
•Recommendation for future campaigns

Designing a Linkstorm Ad Campaign

• A Linkstorm ad contains two assets—a banner and a menu overlay
• The menu overlay is DHTML and is designed and developed by Linkstorm
• On the banner, encourage mouse rollover to unfurl the cascading menu

Providing Linkstorm with Creative Assets

  to explore and learn.

2. For animated banners, Linkstorm recommends featuring a rollover call-to-action right from the beginning of the animation sequence.

3. In order for Linkstorm to be most effective and produce an ad that the client will approve,  all creative assets should be provided to Linkstorm early on.  These assets may include:
 •Photoshop files—layered
 •Fonts
 •Relevant logos, stock art, product photography, illustrations, vector art, etc.
 •Flash files—source format (.FLA)
 •Examples of previous campaigns/banners
 •Branding guidelines

Best Practices for Developing a Linkstorm Campaign

1. INFORMATION ARCHITECTURE BASIC PRINCIPLES
 •Offer navigation options that lead to user action
 •Use descriptive language or ‘action words’ e.g. “View Inventory” instead of “Listing of Product Inventory”
 •Avoid complex navigation; 2-3 levels is a good balance
 •Offer just enough options to help the user quickly understand what is offered
 •Offer intuitive, hierarchical organization or navigation options

2.ANTICIPATE THE CUSTOMER’S INFORMATION NEEDS
 •Customers respond differently to messages depending on their stage in the purchase cycle. In the awareness and consideration stage they may be gathering information about a product category or comparing brands.  At a later stage in the purchase cycle, customers many have already selected a product and are now looking for financing, promotions, retailers, etc.

3.DEPLOY NAVIGATION TO REFLECT YOUR AUDIENCE’S NEEDS
 •Is the campaign promoting the same or similar products to a variety of customers – e.g. parents and teachers? CFOs and CIOs and engineers?
 •When similar customers are likely to respond to different messages, create different menu levels with content tailored to each type of target customer.

4.LEARN AND IMPROVE

Next Steps – Contact Us