Wwo London Mar10v2

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Online Display Advertising

REACHING AND ENGAGINGYOUR TARGET AUDIENCE

http://inbusinessweb.reedbusiness.nl/UploadDir/200706/reedbusiness_cmyk.eps



Online spending is growing

You might wonder…

…will online advertising work for my business?




Online spending is growing

You might wonder…

…will online advertising work for my business?

Cinema Internet Radio TV Outdoor Direct mail Press

10.2%

1.4%

-12.2% -12.4%

-17.0%-19.0%

-21.0%

Annual change in UK ad spend Q3 2009

Source: Advertising Association/WARC 2010




Think about what you are trying to achieve…

Brand awareness?

Lead generation?

Retention?

How will you engage your audience?

What are your design considerations?

What is your medium of choice?

Single or multi-channel campaigns?

What does success look like?

How will you measure it?




This is not rocket science…

Be clear about what you’re trying to achieve and having a plan

Think about online as just another channel

Understand the types of advertising that will work best for you

Use the metrics available

Get real bang for your buck





Types

Campaign Metrics

Ad Positioning

Ad Serving & Placement

Pricing




It all started here…




Online display ads come in avariety of shapes and sizes…

160 x 600Skyscraper

728 x 90 Leaderboard

120 x 60 Rectangle

300 x 250 MPU / Rectangle

468 x 60 Banner




…and even on different devices




Rich media ads have an upside…

…and a downside













Case study




Heinz Easy Pots & rich media ads

Company Heinz Foodservice:Global market leading food service producer

Campaign goals• Promote launch of new Easy Pots range to

food service users• Help caterers and food service industry to increase

sales with a new line of products and the brand recognition of Heinz beans

Case study



http://www.brandsoftheworld.com/download/brand/187515.html


The campaign Case study




The results

Page peel: 100,000 impressions, 331 clicks (0.33% CTR)

100,000 impressions achieved the goals set CTR reached 0.33%

Case study



http://www.brandsoftheworld.com/download/brand/187515.html



Types

Campaign Metrics

Ad Positioning


Pricing




Key campaign metrics – what to countImpressionsNumber of times each of your ads was displayed for site visitors

ReachOverall size of the audience that saw your campaign

FrequencyAverage number of times the audience was exposed to your message (overexposing can lead to underperforming)

Unique usersNo. of users with a unique IP address who visited a webpage or saw a particular ad

Click-through rate (CTR)Number of users who clicked on an ad divided by number of times the ad delivered




Case study




Case studyMetrics help you make decisions




Campaign report

Final Campaign Report

Client Airbus Environment

Website Ad unit Position Booked Impressions Delivered Impressions Clicks Click rate (%)

Flight Global Banner/Sky/MPU/Button Environment Page n/a 150,177 1185 0.79

Flight Global Leader ROS 120,000 120,027 366 0.30

Flight Global MPU ROS 120,000 120,045 755 0.63

Flight Global Sky ROS 120,000 120,048 445 0.37

360,000 510,297 2751 0.54

Case study





Types

Campaign Metrics

Ad Positioning


Pricing




Typical ad positions on a website




The most valuable parts of the page are where users actually look




The most valuable parts of the page are where users actually look





Types

Campaign Metrics

Ad Positioning


Pricing




Ad servers allow you to control thead serving & placement process

Serves webpage

Requestsad

Upon “click” browser requests page User

Web Server

Ad Server

Deliversad

(or requests adfrom 3rd party server)




Dynamic ad serving




Choices: Page content Keywords User profile Geography Time of day

or week

Ad servers allow you to place your ads effectively




% Reach

Freq

uenc

y

With frequency capping, heavy users get cut off after seeing a pre-determined number of ads

Without frequency capping, heavy users, about 20% of the total audience, get the same ads served over and over and over

0%

15

10

5

25% 50% 75% 100%

20

80% of the audience gets relatively few ads.

This leaves a large number of impressions to spread across more of the audience

Frequency capping

Source: Marketing Sherpa 2008




Run of site

Targeted

Sponsorship

Contextual

Behavioural

Run of siteAny page

TargetedSpecific pages (not exclusive)

SponsorshipSpecific pages (exclusive)

ContextualBased on keywords/content

BehaviouralBased on user profiles

Targeting strategies




Good exposure for building brand awareness

You can alternate different creatives or messages

Often cheapest

Why choose run-of-site?




Strong association of the brand with the content

Allows sponsor to be “the voice” of an industry need

Access a more targeted audience, with more focused visibility than ROS

Zero in on a sub-segment of an audience

One sponsor “owns” the page

Why choose an exclusive sponsorship?




Why choose contextual target ads?

Better targeting of your audience’s needs and interests

Increased relevance can mean better visibility and higher response rates

Ad about obtaining your credit history

Content on “borrowing”




Behavioural targeting

“The web would be more enjoyable if ads were more tailored to my needs”

AgreeNeutralDisagree

17%

46%

37%

Source: IAB Europe/InSites Consulting 2010




So, which placement strategy works best?

7,6%

12,0%

22,0%

23,4%

29,7%

36,7%

40,5%

49,7%

26,5%

54,3%

48,6%

51,5%

50,5%

50,0%

42,7%

61,4%

23,6%

27,9%

18,8%

12,8%

9,5%

0% 20% 40% 60% 80% 100%

website ads (.gif banners, etc.)

pop-ups, pop-unders

rich media ads (flash, video, audio, etc.)

affiliate marketing

text-link ads

behaviorally targeted ads

contextually targeted ads

great ROI middle of the pack ROI poor ROI

The one that supports your marketing goals

AwarenessRetentionConsiderationLead generation

Better targeting usually means better results





Types

Campaign Metrics

Ad Positioning


Pricing




Significant factors affecting price

Traffic Audience qualityMarket demand for the same ad spaceTypes and number of ad spaces offeredTime of year




• Flat Fee (time-based)Selling an online opportunity for a fixed rate for a fixed time period, regardless of performance

• CPM (cost per thousand impressions)Most common pricing model for traditional ad units

• CPC (cost per click)Advertiser pays only when ad/link/listing is clicked

• CPL (cost per lead)Advertiser pays for “leads” – usually the more detailed the information, the higher the price

• CPA (cost per action)Prevalent in e-commerce sites . Publisher is paid a percentage or bounty for a sale/free trial etc.

Best for building brand awarenessrather than lead generation

Best for lead generationrather than building brand awareness

Pick the pricing strategy that best fits your goals




Summary: online display advertising

Think about:what you’re trying to achievehow you intend to engage current or potential customerswhat you want to say and how you’re going to say itwhat success looks like and how you intend to measure it

Based on your campaign objectives: review the most appropriate websitedecide on the type of ad and the best placement strategypick the pricing strategy that best meets your objectivesget the campaign metrics test different approaches and frequencies



Date post:	28-Oct-2014
Category:	Documents
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