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Campaign Briefs,KPI Details

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Updated on August 1, 2025
Objective:
  • The process begins with receiving a detailed campaign brief outlining objectives and KPIs. The AM team coordinates with internal teams (Ops, Strategy, Creative) to build a tailored media proposal and plan. Once finalized, the proposal is shared with the client, followed by structured follow-ups to ensure alignment, gather feedback, and secure necessary confirmations or revisions—ensuring a seamless transition from planning to execution.
Campaign Briefs
Campaign Briefing
  • Campaign briefing is the process of gathering and understanding client requirements, objectives, KPIs, target audience, budget, and creative expectations. It serves as the foundation for building tailored media strategies and proposals by aligning internal teams on deliverables and timelines.
  • Step by step guidance: Please click here
Campaign Briefs:
  • Brief is shared by the Client/Sales with AM team to am@adscholars.com
  • Review the brief shared by the Client/Sales & acknowledge the receipt with the client (within ah hours time)
  • Once the brief is received, based on the briefs requirements please share the briefs with below teams (please note, not all the briefs will be shared with ops team, whenever there’s performance teams involvement required please share it with the respective team)
Brief Segregation For Any Further Help:
Brief TypeSend It ToReason For SendingCreative Team’s Involvement
Branding & AwarenessTo: adops@adscholars.com
CC: Meenal@adscholars.com, Am@adscholars.com, Satheesh.kumar@adscholars.com, Soumyajit.mukherjee@adscholars.com		If the brief is for Footfall Delivery/Sensitive Category/Paramount/Homepage Takeover/etc. which might include cross verificationIf required (Please follow the timelines below)
Mobile PerformanceTo: performance@adscholars.com
CC: Meenal@adscholars.com, Am@adscholars.com, Satheesh.kumar@adscholars.com, Soumyajit.mukherjee@adscholars.com		To check the feasibility of delivering the campaign, cost, etc., provided we received all the required information as mentioned on MoM tracking (Bullet point: 9 Mobile Performance)If required (Please follow the timelines below)
Web PerformanceTo: performance@adscholars.com
CC: Meenal@adscholars.com, Am@adscholars.com, Satheesh.kumar@adscholars.com, Soumyajit.mukherjee@adscholars.com		To check the feasibility of delivering the campaign, cost, etc., provided we received all the required information as mentioned on MoM tracking (Bullet point: 9 Web Performance)If required (Please follow the timelines below)
Programmatic CampaignsTo: adops@adscholars.com
CC: Meenal@adscholars.com, Am@adscholars.com, Satheesh.kumar@adscholars.com, Soumyajit.mukherjee@adscholars.com		To check the feasibility of delivering the campaign and based on the ad format (Display/Video/Rich Media, etc.)
If the Deal will be PMP or PG

What is PMP deal?
What is PG Deal?		If required (Please follow the timelines below)
  • Co-ordinate with Ops or internal responsible team member if required for strategy, requirements, deliverables & inputs to build a proposal (refer to the above table for this)
Campaign KPIs
  • Campaign KPIs (Key Performance Indicators) are measurable goals set by the client to evaluate campaign success—such as impressions, CTR, reach, sessions, leads, CPI, CPL, CPA, CPS, or footfall. These guide media planning, optimization, and reporting throughout the campaign lifecycle.
  • For more details, refer here
Campaign KPI Details:
Awareness Campaign KPIDescriptionCreative FormatsBuying ModelIndustry Benchmarks
ImpressionsTotal number of times the ad is served to users.Standard Banners / Video / Rich MediaCPM (Cost Per Mille)N/A
VTR / VCR (View Through Rate or Video Completion Rate)Percentage of users who viewed the video ad to a certain duration or completion.VideoCPM (programmatic)
CPV (Cost Per View)
CPCV (Cost Per Completed View)		Considering video length 30 sec or less:
Real Estate: 75-85%
FMCG: 85-90%
FMCD: 70-80%
Automotive: 70-80%
Telecom: 75-85%
Banking & Finance: 70-80%

If CPCV, completion rate will be 85-95%
All of the above will depend on the creative files as well.
EngagementInteractions with the creative such as swipes, taps, scrolls, hovers, or video plays.Rich Media Interstitial / Rich Media Gamification / Rich Media Interactive Video / Conversational AdsCPMReal Estate: 2-4%
FMCG: 3-5%
FMCD: 2-3%
Automotive: 2-4%
Telecom: 3-5%
Banking & Finance: 2-4%

All of the above will depend on the creative files as well.
CTR (Click Through Rate)
(E.g. 1M+ impressions with CTR of 1%)		Measures how many users clicked the ad after viewing. Used as a benchmark within awareness campaigns.Standard Banners / Rich MediaCPMReal Estate: 0.5-0.75%
FMCG: 0.75-1%
FMCD: 0.5-0.75%
Automotive: 0.5-0.75%
Telecom: 0.75-1.2%
Banking & Finance: 0.3-0.5%
The above % may differ time to time.
Viewability RatePercentage of impressions that were actually viewable (e.g., 50% of ad in view for 1 sec+).Any Formats Are Accepted(Part of CPM campaign)75-90% and above is the standard viewability across industries
Driving Footfall To A DestinationMeasures the number of users who physically visited a store or location after being exposed to the ad. Tracked via mobile location data and tied back to ad exposure. Best used for high-impact awareness campaigns aiming to drive offline action.

For more details, please refer to Ad Scholars O2O (Online To Offline) Deck.		Standard Banners PreferredCPM–
Consideration Campaign KPIDescriptionCreative FormatsBuying ModelIndustry Benchmark
EngagementInteractions with the creative such as swipes, taps, scrolls, hovers, or video plays.Rich Media Interstitial / Rich Media Gamification / Rich Media Interactive Video / Conversational AdsCPM (Cost Per Mille)Real Estate: 2-4%
FMCG: 3-5%
FMCD: 2-3%
Automotive: 2-4%
Telecom: 3-5%
Banking & Finance: 2-4%

All of the above will depend on the creative files as well.
ClicksNumber of times users clicked on the ad, showing interest or intent to learn more.Standard Banners / NativeCPC (Cost Per Click)This is sold on units deliverable, however landing page to be checked regarding how many clicks can be delivered to avoid under delivery.
Sessions or Page ViewsTotal number of pages viewed by users during the session. Indicates content exploration depth.Landing Page-Driven Banners / Native Ads / Click-to-Visit AdsCPS (Cost Per Session)
OR
CPV (Cost Per Visit)		This is sold on units deliverable, however landing page to be checked regarding how many sessions can be delivered to avoid under delivery.
Maintaining Bounce RateEnsuring users don’t exit the landing page immediately. Shows relevance and quality of experience.Landing Page-Driven Banners / Native Ads / Click-to-Visit AdsPart of Session and Page Visit Campaigns mostlyRetail / E-commerce: 20%–45%
B2B (Tech / SaaS): 30%–55%
Finance & Insurance: 35%–60%
Healthcare: 35%–55%
Travel & Hospitality: 40%–60%
Media & Publishing: 55%–70%
Education: 30%–50%
Real Estate: 40%–60%
Automotive: 35%–55%
Consumer Packaged Goods (CPG): 35%–50%
Proposal Building
  • The proposal building process involves translating client briefs into strategic media solutions, including a tailored media plan, creative suggestions, and targeting roadmap. It combines sales input, creative brainstorming, and platform recommendations—stored on Zoho using approved templates—for seamless campaign execution.
  • Detailed explanation can be found here
Proposal Building
  • Based on the information shared by the team, build a proposal which should include strategy, media plan & detailed campaign requirements necessary for execution.
  • Proposal Building should include the following:
Proposal Type Strategy Should Include Sample Strategy Template Sample Media Plan Template along with Inventories
Branding / Awareness & Consideration
  • Brief Overview: Initial understanding and interpretation of the received brief
  • Problem Breakdown: Converting the brief into clear, actionable challenges
  • Target Audience Definition: Detailing personas, age groups, interests/behaviors, and preferred platforms (e.g., Gaming, Kids & Parents Network, Global Marketplace)
  • Targeting Strategy: How we plan to reach and engage the defined audience
  • Campaign Roadmap: Step-by-step execution plan (if applicable)
  • Creative Format Suggestions: Sample ad formats aligned with the proposed strategy

Creative Collaboration Steps:

  • Assign any requests that involve creation of Rich Media Creative/Overlay Video mocks/executions to the creative team via Asana stating the deadlines. (Head Of Creative/Head Of AM to add in the team on Asana)
  • Go through the brief or idea shared by the client and go prepared for the creative brainstorming meeting.
  • Source the assets online or from the client (depending on case to case)
  • Request the creative team to share actual (active links for Rich Media or any mockup) based on the brief/client’s importance (subject to management’s approval).

Notes:

  • Post creative discussion, set reasonable expectations & timelines for sharing creative executions while acknowledging the brief with the Client.
  • Turn-around time will be higher for requests involving proprietary platform or other partner (Experiential, any local partner).
  • Any requests with regards to changing/adding any new mechanism (user journey) in the execution should or should not be accepted (depending on the timeline).

Recommended Ad Scholars Products: Relevant product slides highlighting reach and key USPs.

This is not a fixed template—the approach should be tailored based on the brief and specific client requirements.

 Industry Wise:
FMCG: Here |
Automotive: Here |
QSR: Here |
Aviation (Paramount+): Here |
Links:
Unit Rates to Be Used In the media plan:
CPM, CPCV (completed view), CPC (clicks), CPV (visit), CPS (Web Sessions)

Rate Cards:
India
GCC
Malaysia

Media Plan Sample: Here
Relevant website/app inventory: Refer to Zoho folder.
Zoho Link: Here
Performance
  • Brief Overview: Summary and understanding of the received brief
  • Problem Statement & Action Points: Breaking down challenges into clear, actionable items
  • Target Audience Insights: Defining personas, age groups, interests, and behavioral traits
  • Targeting Strategy: How we plan to effectively reach and engage the audience
  • Ad Scholars Performance Solutions: Include relevant product slides showcasing capabilities and standards

(If needed, please get in touch with Performance team for any further info)

 Automotive: Here |
Real Estate: Here 		Links:
Mobile Performance: Here |
Web Performance: Here

Unit Rates to Be Used:
Mobile Performance:
CPI (Install), CPR (Registration), CPO (Order), CPS (Sale), CPS (Sessions in app), CPA (Acquisition), CPB (Booking)

Web Performance:
CPL (Lead), CPQL (Qualified Lead), CPS (Sale), CPO (Order)
  • To store a proposal, please create a folder on Zoho > Sales & Marketing > Country> Proposals> Create A folder (Campaign/Brand Name X Agency Name x Year)
If You Work On A PPT On Your Desktop & Save It On ZohoIf You Want To Work On An Existing Presentation On Zoho
  1. Upload the PPT > Click On Share > Publish it for the ‘External World’> Allow Download
  2. Upload the media plan
  3. Click on the dot next to the folder name> Click on share>New External Share Link> Type ‘View’ on the dialog box> Generate The Link
    Detailed Video Link Is Here
  1. Go To The Desired Presentation> Click On The Dot> Click On Copy To

    (Please avoid using the ‘Move To’ option, as it transfers the original file instead of creating a copy. If you make edits thinking it’s a duplicate in a new folder, you risk overwriting the original file. This can be problematic—especially if the presentation has already been shared with the client, as they will see the updated version instead of the original.) Work On The PPT> Click On Share > Publish it for the ‘External World’> Allow Download
  2. Upload The Media Plan
  3. Click on the dot next to the folder name> Click on share>New External Share Link> Type ‘View’ on the dialog box> Generate The Link Detailed Video Link Here
Timelines To Be Followed
TaskExpected Turnaround TimeNotes
Media Plan (Post Brief)Same DayMust insist on internal team timelines to ensure same-day delivery
Strategy (Post Creative Inputs)1–2 Working DaysDepends on the complexity and brief clarity
Basic Rich Media Execution1–2 Working DaysStandard formats
Extensive Rich Media Execution3–5 Working DaysCustom builds or interactive formats
Reskinning Existing Rich Media1–2 Working DaysFaster turnaround due to pre-built structure
CGI Creative Execution1–3 Working DaysDepends on complexity
  • Create an entry on a google sheet (Tab Name: Sales Pipeline 2024) with the proposal details, amount, submitted date, follow up stages, etc. to have a clear and transparent process.
  • Sheet Link: Here

Tags:
#BriefAcknowledgement, #ClientCommunication, #OpsCoordination, #TurnaroundTimelines, #MediaPlanSameDay, #RichMediaExecution, #CGICreative, #ProposalDevelopment, #ZohoUpload, #SalesAlignment, #PipelineTracking, #ProposalFeedback, #InternalWorkflow, #ExecutionReadiness, #CreativeTimelines

Task & Workflow
#CreativeRequests, #AsanaTaskAssignment, #RichMediaMocks, #OverlayExecutions, #OutdoorCreative, #TurnaroundTimelines

Communication & Feedback
#ClientFeedbackLoop, #SalesCreativeAlignment, #ExpectationManagement, #KPINoChangePolicy

Planning & Coordination
#BiWeeklyCreativeCall, #NewsletterPlanning, #ProactiveIdeation, #MarketingCollaterals, #PartnerDependencies, #ExtendedTAT

  • After sharing the proposal with the Sales or Client team, reply within the same email thread and CC am@adscholars.com for documentation. Immediately log the proposal details in the Sales Pipeline tab of the AM Master Sheet—including agency name, campaign type, buying model, value, and submission date. Follow up 4–5 days after the initial share, and then continue weekly. If there is no response after the third follow-up, escalate to the Sales team. Once booked, shift the entry to the Campaign Overview tab and update all required campaign data for tracking. This ensures end-to-end visibility, timely client communication, and smooth campaign activation.
  • For detailed explanation, please refer here
Proposal Sending & Follow-up
  • Reply on the same email thread (To: Am@adscholars.com) where the proposal request was sent to us
  • Post the proposal shared with Sales team please enter it on Account Management Master Sheet (under the Tab: Sales Pipeline). All entry should be done completed with all the details such as
  • Agency Group (Example : WPP)
  • Sub Agency (Example: GroupM/ Wavemaker/ Mindshare,etc.)
  • Campaign Name
  • Salesperson’s name
  • What is shared (Strategy deck or proposal)
  • Campaign Type (Awareness/Consideration/Performance/Full Funnel/etc.)
  • Suggested Buying Models (CPM/CPCV/CPO/etc.)
  • GEO (Markets)
  • Suggested Creative Format
  • Amount (Media plan worth of)
  • Proposal Sent Date (When was the media plan or proposal shared)
  • Feedback/Status (This has 4 sub stages
  • With The Client (When it is shared with the client, awaiting feedback)
  • Cancelled By Client (When the client declines our offer) – Change the status accordingly and mention the reason for cancellation on the Remarks column
  • Cancelled By Ad Scholars (When we decline the brief because of rates or campaign delivery feasibility
  • Booked (When the campaign is booked) - Change the status accordingly and move the booked campaigns to Campaign Overview tab. Post the entry is moved to ‘Campaign Overview’
  • Agency Name
  • Campaign Name
  • Status (Color scheme : Live (Green), Pause (Yellow), Completed (Red) )
  • Campaign Type (Awareness/Performance)
  • Booking Type (Direct/Programmatic)
  • Start Date
  • End Date
  • Unit Cost
  • Budget
  • Geo/Country
  • Emails (Main POC)
  • Salespersons Name
  • Quarter Of The Year
  • Budget Split As Per Month
  • The first follow up should occur within 4-5 days post sharing the proposal with Client/Sales team.
  • Copy the Sales team on all client communications (including Proposal Follow-ups)
  • In case of no response from the Client after 2 days post 3rd follow up, inform Sales to take lead to get further get clarity on the brief.
Tags:
  • Follow-Up Cadence
  • #FirstFollowUp, #WeeklyFollowUps, #NoClientResponse, #SalesEscalation
  • Pipeline Tracking
  • #SalesPipeline, #ProposalStatusUpdate, #BookedStatus, #CampaignLive, #CampaignEnded, #ConversationOngoing
  • Documentation & Process
  • #GoogleSheetTracking, #ProposalFollowUpProtocol, #ClientAcknowledgement
  • Srikanth Rayaprolu (10 July 2025)
  • Srikanth Rayaprolu (10 July 2025)
  • Neha Mehta (10 July 2025)
  • Neha Mehta (10 July 2025)
Add Your Heading Text Here (10 July 2025)

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Campaign Briefs, KPI Details, Media Proposal, Plan Building, Proposal
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