10 things every leader should know about online advertising

Vlad Popa, InternetCorp: The duration of an online advertising campaign depends on how long the product or service is promoted in all media. An online ad campaign should last enough to reach its audience and produce an impact on the consumer. There are no general rules that limit the duration of a campaign.

Irina Morosanu (photo), F5: The duration of a campaign is like the ad spending – it depends on the type of the campaign, aims, product, and expected feedback from consumers. And that is the advantage of web advertising; it provides you immediate feedback that enables you to adjust the duration of a campaign accordingly.

Mugur Patrascu, iLeo: the duration depends on how long you need to achieve your objectives.

Radu Ionescu, Kinecto: It depends on the objectives and the target segment of the campaign. A campaign usually lasts 4 to 6 weeks.

Adrian Stanesc, ThinkDigital: The duration of a campaign depends on the budget availability and affiliates. If the campaign includes websites with tens/hundred million impressions per month, the budget should be raised or spent on a short period of time.

Adrian Mihaltianu, MB Dragan: The duration of an online ad campaign follows the same rules as a regular campaign according to its purposes: sales, awareness, teasing, etc. Therefore, the duration depends on the sales cycle, in the end. The interesting thing is that in the web, you can create special website, and then build a community around your product (a car for example), with no time limit. This website can become itself a good source of information and of special campaigns and turn it into a place where you can interact with your clients.

Cristi Marinescu, Splendid Interactive: The duration of a campaign depends on the type of the campaign. For example, a teasing campaign can last from few days to two weeks, while for a new product or service, it can last more than a month.

Bogdan Nitu, Webstyler: Most of the online campaigns in Romania are only complementary to the campaigns carried out on other media, and hence it will last accordingly. I think that in the online medium, a brand presence must be year-round in one way or another.

Bogdana Butnar, MRM Worldwide Romania: It depends on the results: you set a click or lead or impression limit, a comfortable level of awareness and you stick to the campaign until you reach these goals. Normally, this limit should be reached in a decent period: you don’t wait 3 months to get 1000 leads (unless you sell something for a niche, like… I don’t know… tanks), because in three months, the offer and the design of the advert is obsolete. We don’t have to be afraid of working towards immediate goals. Same as we don’t have to be afraid of changing our campaigns if they don’t work well.