Where to start
Set up your creative and marketing goals
As with embarking on any new campaign, you've got to start your rich media campaign right—and that means fully understanding your creative and marketing goals. It's important that all stakeholders—media agency, creative agency and advertiser—are aligned on it. This should ideally be done both verbally through a kickoff call and in writing through the creative brief.
Once you know what the campaign goals are, then it should be relatively straightforward to determine which metrics you would use as your key performance indicators (KPIs). This will be a valuable tool in measuring the success of your rich media campaign and as the goal post to base any optimization efforts your media or creative agency may employ during the course of the campaign.