According to Steve Jobs, “Ad campaigns are necessary for competition.” Indeed, having a good ad campaign that targets the right audience will help your brand be known. However, creating a campaign will not be easy; that’s why publishers and advertisers need to work together in building the ad. And one of the first documents that these two experts would need after establishing an advertising proposal is an insertion order form.
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What Is an Insertion Order?
An insertion order form is a type of document that publishers and advertisers use after agreeing on the advertising proposal. It can be for any kind of advertising, be it digital, direct mail, television, or exhibition advertising. The purpose of the form is to specify the insertion date and duration of the advertisement or when it will be inserted into the publisher’s site. But, it is not a contract; instead, it acts as a purchase order in the field of product selling business.
How to Make an Insertion Order
According to Gimbal.com, having the assurance of control and the finer details of the ad campaign are two of the pros of using insertion orders. But, with the pros comes the cons of it, too, such as limiting the publisher’s base. Nonetheless, when created correctly, an insertion order will do more good than harm to the involved parties, even if it’s old school. So, follow the tips below as you begin making the order form:
1. Gather Templates and Samples
If you are new in the field of making insertion orders, then you should gather sample forms and templates of it. This way, you’ll be able to have a guide that will help you create the order form. But, make sure that your sample template suits your specifications and needs.
2. List What You Need to Document
Your insertion order form should collect and document relevant data only. For example, it should have the contact information of the publisher with his agency name, and the details of the insertion, such as the ad insertion start and end dates, ad size, ad format, and links.
3. Add Statements and Instructions
Communicating expectations and preferences is essential when using insertion orders. Therefore, if you have any instruction or notes that you want the other party, or the publisher, to know, then state them in the form. Also, clarify your statements by avoiding the use of jargon whenever possible. And if jargon is necessary, then include a bit of explanation to minimize confusion. On the one hand, you can also place a blank space as part of your insertion order form. This will serve as the area where further notes can be written.
4. Name Your Insertion Order Form
If you are making an insertion order form template for later use, you should use a name that’s easy to remember and locate. If you are creating the form for only one use, you can opt to include the name of the ad campaign as part of the form’s title or file name. This strategy will allow you to identify your saved order forms and templates in every device you use.
5. Keep the Layout Simple
You may be in the advertising industry, but the form you are making is for recording details of your ad campaign. So, keep the layout and design of the insertion order form as simple as you can get. You can add a few colors representing your advertising agency brand, but keep them within a maximum of three shades.
What should I do if I have a recurring advertising work with a publisher?
Instead of creating a single-use insertion order form, you can make a recurring insertion order form. Unlike the usual form, you will need to assign serial numbers in the recurring insertion order form to help you identify and group orders. You will also have to record each order’s frequency, order budget, and the actual end date of every occurrence.
Is there an expiration date for an insertion order?
Yes, there is an expiration date for an insertion order. In specific, an insertion order expires after the end date stated on when the ad campaign will stop. But, you can recover an expired insertion order easily; you will just have to change the end date once there’s an agreed change request with the publisher.
What are the different types of insertion order statuses?
The status of an insertion order varies on the action that you have chosen to take. Nonetheless, the different types are as follows: active, pending, changed, for review, canceled, declined, exhausted, and expired. You can use other terms to categorize every order you have with different clients and publishers. Just make sure that you are aware of the ad and marketing campaign statuses and that your company or agency uses the same categorization, too.
Insertion order forms are relevant in the advertising industry. But, it can only be effective if you, as the advertiser, will negotiate, communicate, and sit through with the other involved parties, such as the publisher. So, don’t rush to fill-up the form; instead, use ample time to discuss the advertising plan and marketing plan you will want to implement.
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