eCMO 2010 How to better measure and optimize display media

eCMO 2010 How to better measure and optimize display media

• 1.
  How to bettermeasure and optimize display media?Prepared for eCMO Conference June 2010
• 2.
  Httpool is oneof the fastest growing global online advertising solution providers, with a focus on emerging marketsInternational Presence: London (HQ) + 13 offices in Europe, India and AsiaHttpool Asia is technology-driven with focus on Performance Marketing:Everything you’ve wanted in an ad network: Broad efficient reach + a diverse portfolio of inventory, pricing model and targeting options!Our goal is to deliver Reach, Quality and Results for advertisers and agenciesINTRODUCTION
• 3.
  Efficient Reach
• 4.
  Efficiency (CPM forvolume, CPC, Pay-per-visit, CPA for performance driven)
• 5.
  Technology
• 6.
  Targeting/ Retargeting (behavioralsegments)
• 7.
  Real-time optimization (onmedia buy, creative)
• 8.
  Data
• 9.
  Measurability
• 10.
  AccountabilityDISPLAY ADVERTISING 2.0
• 12.
  Traditional linear CAMPAIGNplanning MEASUREMENT PROCESSCAMPAIGN LIVEPost Campaign ReportEvaluate, Measure, LearnAfter 2 weeks
• 13.
  Real-time optimization
• 14.
  Real time Optimization& re-TargetingRegistration FlowHTTPOOL networkLanding pageRegistration pageThank you pageThank you for registrationOptimize Against Thank you pageRe-target Drop off usersBuild Segment (who had been to landing page)
• 15.
  Pay-per-Visit Model
• 16.
  Guarantee Traffic tothe site, no risk -> site traffic increased by 70%
• 17.
  Brand building
• 18.
  Banners shows 50million times across targeted geos (capped by budget)
• 19.
  Real-time optimization againstthank you page
• 20.
  Increase online registrationrate by 30%
• 21.
  Re-target drop offusers
• 22.
  Call back usersthat did not complete the registration
• 23.
  Build Consumer Segmentsfor later campaignsBenefits to client
• 24.
  Tracking pixel onthe site
• 25.
  Banner: clear message+ strong call to action
• 26.
  Easy and SimpleRegistration path (ideal 3 pages)
• 27.
  Landing Page: Clearpurpose/ benefit messageHow to do a successful cpa campaign
• 28.
  MEASUREMENT OF DISPLAYMEDIAImpressions Delivered (Reach)
• 29.
  No. of Clicksgenerated (CTR)
• 30.
  Sales
• 31.
  Last-ad modelIn Tradition– Crediting Conversions to Last AdIgnores 93%-95% audience engagement
• 32.
  Synergy of Search& Display = Brand Awareness + Lift in Conversion + Higher ROISearch Engine Marketing limits potential reach of target audienceWhile 5% of the consumer time spent is performing searches , 95% of the time is browsing on the web sites for information, entertainment, and connecting with friends
• 33.
  Therefore, when lookinto total consumer conversions cross channel, display accounts for 72% of total conversions Sources: AdReady (September 2009)
• 34.
  Media behavior vs.purchase funnel (AIDA)44% of sponsored search clickers are exposed to display ads prior to the click.
• 35.
  71% of sponsoredsearch clicks are navigational in nature
• 36.
  Broad interest siteslike social media, news and entertainment sites, on the other hand, often reaches consumers much earlier
• 37.
  ad networks providesdelivering Broad Reach and engagement and their ability to target ads to likely prospects (e.g. behavioral and psychographic targeting) helps conversionSources: Microsoft Atlas
• 38.
  Increase Brand TermSearch Volume- 50% lift in brand term search query one week after exposure to the display ad.
• 39.
  Improves Site Engagement - 55% lift in time spent on advertiser’s site on those who viewed a branded ad in this study (34 minutes per unique visitor vs. the 22 average minutes per unique when they were not shown the ad)
• 40.
  Improve eCommerce SpendBy An Average Of 7% - 7% average lift in eCommerce spend per ad site visitor.
• 41.
  Travel spend was9% higher among exposed users
• 42.
  CPG spend was14% higher
• 43.
  Consumer electronics was22% higherDisplay ads are effective even when people don't click on them:Sources: OPA (Online Publishers Association ) and Comscore
• 44.
  httpool pay-per-visit NetworkPAID CLICKSFREE EXPOSURETracking: Click Conversion VS. View Conversion
• 45.
  More Metrics toEvaluate Performance of Display AdsBrand Exposure and Awareness
• 46.
  Impressions toward relevantaudiences (CTR would be good indicator)
• 47.
  Reach and Frequency
• 48.
  Site Engagement
• 49.
  Unique visitors andbounce rate
• 50.
  Time spend andaverage page view
• 51.
  Performance Improvement
• 52.
  Lift in brandsearches, search engine click-thru rates, direct visits and online/offline purchasingTrack View Conversion
• 53.
  An audience cameback 30 days after viewing the ad
• 54.
  Increase time spent/user by over 200%
• 55.
  Increase brand termsearches by over 30%
• 56.
  Increase Search CTRby over 50%
• 57.
  Increased sales bynearly 30%Benefits to client
• 58.
  Efficient Reach
• 59.
  Efficiency (CPM forvolume, CPC, Pay-per-visit, CPA for performance driven)
• 60.
  Technology
• 61.
  Targeting/ Retargeting (behavioralsegments)
• 62.
  Real-time optimization (onmedia buy, creative)
• 63.
  Data
• 64.
  Measurability
• 65.
  AccountabilityDISPLAY ADVERTISING 2.0
• 66.
  Questions?
• 67.
  Thank you!