Post on 21-Nov-2014
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HOW TO BETTER MEASURE AND OPTIMIZE DISPLAY MEDIA?
Prepared for eCMO Conference June 2010
INTRODUCTION
Httpool is one of the fastest growing global online advertising solution providers, with a focus on emerging markets
International Presence: London (HQ) + 14 offices in Europe, India and Asia
Httpool 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 agencies
Efficient Reach Efficiency (CPM for volume, CPC, Pay-per-visit, CPA for
performance driven)
Technology Targeting/ Retargeting (behavioral segments) Real-time optimization (on media buy, creative)
Data Measurability Accountability
DISPLAY ADVERTISING 2.0
CAMPAIGN LIVE
TRADITIONAL LINEAR CAMPAIGN PLANNING MEASUREMENT PROCESS
After 2 weeks
Evaluate, Measure, Learn
Post Campaign Report
REAL-TIME OPTIMIZATION
REAL TIME OPTIMIZATION & RE-TARGETING
Thank you for
registration
Landing page Registration page
Thank you page
Optimize Against Thank you page
Re-target Drop off users
Build Segment (who had been to landing
page)
HTTPOOL network
Registration Flow
Pay-per-Visit Model Guarantee Traffic to the site, reach hidden potential site traffic increased by 70%
Brand building Banners shows 50 million times across targeted geos (capped by budget)
Real-time optimization against thank you page Increase online registration rate by 30%
Re-target drop off users Call back users that did not complete the registration
Build Consumer Segments for later campaigns
BENEFITS TO CLIENT
Tracking pixel on the site
Banner: clear message + strong call to action
Easy and Simple Registration path (ideal 3 pages)
Landing Page: Clear purpose/ benefit message
HOW TO DO A SUCCESSFUL CPA CAMPAIGN
MEASUREMENT OF DISPLAY MEDIA
•Impressions Delivered (Reach)•No. of Clicks generated (CTR)
•Sales
LAST-AD MODELIN TRADITION – CREDITING CONVERSIONS TO LAST AD
Ignores 93%-95% audience engagement
Search Engine Marketing limits potential reach of target audience
While 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
Therefore, when look into total consumer conversions cross channel, display accounts for 72% of total conversions
SYNERGY OF SEARCH & DISPLAY = BRAND AWARENESS + LIFT IN CONVERSION + HIGHER ROI
Sources: AdReady (September 2009)
44% of sponsored search clickers are exposed to display ads prior to the click.
71% of sponsored search clicks are navigational in nature
Broad interest sites like social media, news and entertainment sites, on the other hand, often reaches consumers much earlier
ad networks provides delivering Broad Reach and engagement and their ability to target ads to likely prospects (e.g. behavioral and psychographic targeting) helps conversion
MEDIA BEHAVIOR VS. PURCHASE FUNNEL (AIDA)
Sources: Microsoft Atlas
Increase Brand Term Search Volume- 50% lift in brand term search query one week after exposure to the display ad.
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)
Improve eCommerce Spend By An Average Of 7% - 7% average lift in eCommerce spend per ad site visitor. Travel spend was 9% higher among exposed users CPG spend was 14% higher Consumer electronics was 22% higher
DISPLAY ADS ARE EFFECTIVE EVEN WHEN PEOPLE DON'T CLICK ON THEM:
Sources: OPA (Online Publishers Association ) and Comscore
HTTPOOL PAY-PER-VISIT NETWORK
PAID CLICKS
FREE EXPOSURE
Tracking: Click Conversion VS. View Conversion
Brand Exposure and AwarenessImpressions toward relevant audiences (CTR would be
good indicator)Reach and Frequency
Site EngagementUnique visitors and bounce rate Time spend and average page view
Performance ImprovementLift in brand searches, search engine click-thru rates,
direct visits and online/offline purchasing
MORE METRICS TO EVALUATE PERFORMANCE OF DISPLAY ADS
Track View Conversion An audience came back 30 days after
viewing the ad
Increase time spent/ user by over 200%
Increase brand term searches by over 30%
Increased sales by nearly 30%
BENEFITS TO CLIENT
Efficient Reach Efficiency (CPM for volume, CPC, Pay-per-visit, CPA for
performance driven)
Technology Targeting/ Retargeting (behavioral segments) Real-time optimization (on media buy, creative)
Data Measurability Accountability
DISPLAY ADVERTISING 2.0
QUESTIONS?
THANK YOU!