Definition of Campaign
A specific marketing initiative run by an advertiser, identified by a time period and a specific objective or message.
Campaign in Depth
An advertiser’s marketing strategies and initiatives consist of multiple campaigns, which in turn consist of different publishers, line items, and creatives. Generally, a campaign can be described by two factors:
- Time period during which it runs
- Product or message being promoted
For example, Ford’s 2014 digital marketing strategy may be comprised of multiple campaigns:
- Spring 2014 F-150
- Summer 2014 Focus
- 2H 2014 Branding
- Holiday Explorer
For each campaign, an advertiser will generally have a separate planning process, which involves setting a budget, sending RFPs, and evaluating publishers.