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Online Advertising Framework

Use this modern online advertising framework to define the activities required to successfully create, plan and execute an online advertising plan.

Online Advertising Plan Playbook

Follow this simple, step-by-step playbook to create an effective online advertising plan to increase leads and/or sales and support your marketing goals.

Use this to organize your advertising campaigns. Track media types, due dates and budget info for 2017.

A report to track editorial calendar opportunities and their associated deadlines for 2017.

Online Advertising Benchmark Report

In June 2013, Demand Metric conducted a benchmarking study to assess the impact online display advertising and real-time bidding is having on the online advertising landscape.


A guide to help you analyze the return on investment (ROI) for online advertising campaigns.


A guide to help you learn the key characteristics of a solid advertising concept.


A guide to help you track & analyze your ad & PR spending.


This guide provides practical advice for executing and measuring trade promotion campaigns.

You need to create a tool for selecting ad agencies regarding specific projects designed by your company.

Campaign Impression Calculator

Use this tool to determine your cost per impression across various communications channels.

Use this to organize your advertising campaigns. Track media types, due dates and budget info for 2018.

A report to track editorial calendar opportunities and their associated deadlines for 2018.

 online ad campaign planning template

Use this to keep track of key information about the ads that you will be running.

Advertising Plan

Use this as a framework for building your annual advertising plan and budget.

A matrix to evaluate potential trade promotion campaigns.

Use this to measure the return on investment for trade promotion campaigns.

This detailed tool helps you communicate your project needs and strategic direction to your creative department or creative agency partner(s).

Advertisement Evaluation Matrix

A matrix to evaluate the effectiveness of advertising concepts.

Online Advertising ROI Calculator

We created the Online Advertising ROI Calculator to help you determine the ROI for pay-per-click advertising campaigns.

Creative Brief Template

A template to communicate with your agency the strategic direction for creative development.

A form to obtain legal consent to the use images taken by a photographer or a third party.

Media Specialist Job Description

A template to quickly document the role and responsibilities for this position.

Lauren Follett's picture
Lauren Follett

Traditional forms of online advertising such as Pay Per Click campaigns, social ads, content marketing and sponsored blog posts are beginning to be less effective.

So what’s the alternative? Native advertising:

“By matching advertorial to content, the hope is the increased relevance to the viewer results in the desired action for that ad. For example, let’s say you’re a fan of Ford vehicles. You visit a site like Jalopnik and, while reading about the new Ford F-150, you see an accompanying ad for tonneau covers, or tire pressure monitoring hardware.

Danny Brown's picture
Danny Brown

Social ads - Facebook Sponsored Stories, Twitter Promoted Tweets, LinkedIn Ads, Stumbleupon Paid Discovery, etc - are a hit and miss affair. For every success story we see shared, we hear of multiple failures and disappointments.

Facebook's new Retargeted Ads aim to succeed where others - including their own current set-up - seems to fail. From a blog post at Convince and Convert: