1. Define the placement
In a 300x250 banner program, define the placement before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this 300x250 banner step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
2. Write the creative brief
In a 300x250 banner program, write the creative brief before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this 300x250 banner step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
3. Set hierarchy
In a 300x250 banner program, set hierarchy before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this 300x250 banner step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
4. Build the master concept
In a 300x250 banner program, build the master concept before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this 300x250 banner step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
5. Adapt the formats
In a 300x250 banner program, adapt the formats before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this 300x250 banner step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
6. Check technical delivery
In a 300x250 banner program, check technical delivery before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this 300x250 banner step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
7. Review accessibility and rights
In a 300x250 banner program, review accessibility and rights before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this 300x250 banner step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
8. Create test variants
In a 300x250 banner program, create test variants before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this 300x250 banner step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
9. Measure qualified outcomes
In a 300x250 banner program, measure qualified outcomes before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this 300x250 banner step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
10. Refresh before fatigue
In a 300x250 banner program, refresh before fatigue before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this 300x250 banner step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.