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Diversification of Digital Advertising

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Christy Belden, VP of Media + Marketing, discusses what you need to know about digital advertising for your business, including ad targeting, ad networks vs. direct publisher, statistics around ...

Christy Belden, VP of Media + Marketing, discusses what you need to know about digital advertising for your business, including ad targeting, ad networks vs. direct publisher, statistics around digital advertising, current trends and best practices.

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  • AD VERIFICATION: Software tools that advertisers use to determine if impressions are displayed in the proper place and whether the ads are privacy compliant. They are often used with exchange inventory when the advertiser does not know exactly where the ads are placed or for audience targeted buys to ensure "brand safety" -- that ads aren't on pages with, say, boobs. The ad networks typically dislike verification tools because networks say it's their job to find the right sites, and they argue verification has technological limits. For example, they say, if advertising for a woman's product shows up on a breast cancer-related site, boobs may just be a perfect fit.
  • Theory in the images is that the smaller your audience gets the easier it is to define who they are, what they like, and what motivates them to buy.
  • When I say, “consider where they may come from” think of that as what sites they visit before they see your ad or what environment the users may be seeing your ad. If they see your add in a gaming app, what are the chances they will click on your ad to fill out a long survey form?
  • AUDIENCE MANAGEMENT PLATFORMS (AMPS): One of the rising terms of 2011. The folks who provide the audience targeting now have platforms to automate the process of buying audience-targeted inventory. Since many of them also operate ad networks, it's a natural extension. Jeff Hirsch, CEO of Audience Science, which has rebranded as an AMP, said "AMP is the acronym representing a company that has DMP and DSP capabilities." DMPS (DATA MANAGEMENT PLATFORMS): The hot term of 2011. These self-service "dashboard" tools perform a range of services from collecting, managing, segmenting, sharing and analyzing marketers' advertising data -- and assuring that your data is your data.

Diversification of Digital Advertising Diversification of Digital Advertising Presentation Transcript

  • Diversification of Digital
    Christy Belden, Vice President, Media + Marketing
    May 26, 2011
  • Diversification of Digital
    Agenda
    + Introductions
    +Basics
    +Statistics
    + Key Terminology, Common Acronyms + Resources
    + Types of Digital Ads
    + How Digital Advertising Works
    + Pricing + Strategy
    + Ad Performance + Measurement
    + Trends + Current Event
    + Best Practices
    2
  • LeapFrog Interactive
    3
    Diversification of Digital
    Twitter: @LFI
    #display
    #LFI
    Facebook: www.facebook.com/LeapFrogInteractiveAgency
    Blog: www.leapfroginteractive.com/blog
    View slide
  • Christy Belden
    4
    Vice President of Media + Marketing, LeapFrog Interactive
    Experience: 11 years
    The Courier-Journal
    University of Louisville
    SEMPO Certified
    Google AdWords Professionals (GAP) Certified
    Christy knows marketing. Display, PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.
    View slide
  • Examples
  • 6
  • 7
  • 8
  • Basics
  • Definition of Digital Advertising
    + A graphical web advertising unit
    + A graph image on the a website used to promote products or services
    + Otherwise called:
    + Web Ad
    + Web Banner
    + Banner Advertising
    +Banners
    10
  • Definition of Digital Advertising
    11
  • Definition of Digital Advertising
    12
  • Definition of Digital Advertising
    13
  • History of Digital Advertising
    + The first digital ad appeared on HotWired.com in 1994
    + The first ad was called a ‘graphical ad unit’
    + MCI, Volvo, Club Med, 1-800-Collect, AT&T and Zima
    were the first advertisers on HotWired.com
    14
    Source: http://adage.com/article/digitalnext/happy-birthday-digital-advertising/139964/
  • Statistics
  • Diversification of Digital
    Did You Know?
    16
    Ads served to US Internet users in Q1 2011: 1.1 trillion
    Of those ads, number served via Facebook: 346 billion
    Total ads served to US Internet users that were on Facebook in Q1 2011: 31
    Banner Ads Spending Was Up 23% YOY in 2010
    Source: Huffington Post via TechCrunch/Comscore; eMarketer.com
  • Diversification of Digital
    Did You Know?
    17
    *Eric Schmidt, chairman-CEO of Google, predicts online advertising will increase from $62 billion a year to $200 billion in the next 5-10 years.
    (Ad Age, “Ad Networks Raise Profile with Targeting” May 2011)
    Source: eMarketer US Ad Spending: Online Outshines Other Media, Dec 2010
  • Diversification of Digital
    Did You Know?
    18
    Source: comScore 2010 US Digital Year in Review
  • Diversification of Digital
    Did You Know?
    19
    Source: comScore 2010 US Digital Year in Review
  • Diversification of Digital
    Did You Know?
    20
    Source: comScore 2010 US Digital Year in Review
  • Diversification of Digital
    Did You Know?
    21
    Source: Ad Age, “Facesbook Scores Again With Most Ads on the Web” May 9, 2011
  • Diversification of Digital
    Did You Know?
    22
    Source: Ad Age, “Facesbook Scores Again With Most Ads on the Web” May 9, 2011
  • Diversification of Digital
    Did You Know?
    23
    Source: comScore 2010 US Digital Year in Review
  • Key Terminology + Common Acronyms + Resources
  • Key Terminology
    Glossary of Terms
    + Cookies: code placed in a browser so the browser’s activity is recorded, i.e. visiting a page and it is “remembered” when the browser returns to the site or another ad is served
    + Beacon: 1x1 pixel tag used to track unique user activities over time, i.e. tracking a user who clicked through on an ad and purchased several days later
    + Unique visitors (UVs): measure for readership or net audience
    + Page Views (PVs): measure of requests to load a single page of an Internet site
    + Ad Impressions: each time an advertisement loads on a user’s screen
    + Sessions: aka “visits,” is the number of times each unique visitor goes to a website
    25
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • Key Terminology
    Glossary of Terms
    + Ad Exchange: Marketplace-like network of excess inventory on publisher sites which media buyers can access and purchase
    + Ad Network: Aggregates audiences based on demography or intent to purchase
    + Mobile Network: sells ad on wireless devices (i.e. phones & tablets) + Video Network: aggregates video inventory to run ads or syndicate video content
    + DSP: “Demand Side Platform,” platform used by agencies & advertisers to automate media buying across multiple sources with unified targeting, data, optimization, and reports
    + Ad Server: Technology that disseminates online ads and then, tracks and reports back on performance
    26
    Source: AdAge, “Special Report: Audience Buying Guide” April 2011
  • Key Terminology
    Glossary of Terms
    + Data Aggregator: Pulls together ad-serving data, conversion data, and third-party data in an effort to attach
    + Ad Verification: Software enabling advertisers to determine if impressions are display in the proper place and whether ads are privacy compliant
    + Frequency Capping: Using cookies to manage the number of times a user sees specific ad creative, typically utilized to conserve impressions and improve campaign performance
    + OBA: Online Behavioral Advertising, also a compliance program led by IAB
    27
    Source: AdAge, “Special Report: Audience Buying Guide” April 2011
  • Common Acronyms
    Glossary of Acronyms
    + Key Performance Indicator (KPI): measureable points of interaction between consumer and brand
    + CPC: cost-per-click
    + CPM: cost-per-thousand [impressions]
    + CPA: cost-per-action
    + Cost-per-download + Cost-per-call
    + Click-Through Rate (CTR): the number of clicks divided by the number of impressions
    28
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • Resources
    Industry Leaders: Associations
    Digital Advertising Alliance
    29
  • Resources
    Industry Leaders: Networks
    30
  • Resources
    Industry Leaders: 3rd Party Ad Servers
    31
  • Resources
    Industry Leaders: Data Suppliers
    32
  • Types of Digital Ads
  • Types of Digital Ads
    Standard Ad Unit Sizes
    34
    Skyscraper
    160x600
    Half Page
    300x600
    These are the five most common ad sizes, according to the Interactive Advertising Bureau (IAB).
    Medium Rectangle
    300x250
    Small Rectangle
    180x150
    Leaderboard
    728x90
    Source: IAB, www.iab.com
  • Types of Digital Ads
    Ad Formats + Specs
    + .GIF/.JPG “Static banner”
    + .SWF “Flash banner”
    + .EXP “Rich Media/Expandable banner”
    35
    *Source: IAB, www.iab.com
  • Types of Digital Ads
    Ad Format: GIF/JPEG/PNG
    + .GIF/.JPG/.PNG aka “Static banner”
    Simple, single-frame image
    Typically 30K file size*
    May include “animated .GIF”
    36
    *Source: IAB, www.iab.com
  • Types of Digital Ads
    37
    Why Brands Use Static Banners?
    + Ease of Creation: Organizations with limited creative resources can easily develop static assets
    + Affordability: With appropriate sized buys, publishers may offer creative services for free
    + Flexibility of Creative: Self-serve advertising solutions often don’t allow complex display formats like Flash or Rich Media
  • Types of Digital Ads
    38
    Static Banner Examples
  • Types of Digital Ads
    Ad Format: Flash
    + .SWF “Flash banner”
    More dynamic, flexible coding language allows basic interaction and more complex imagery
    Typically 40K file size*
    39
    *Source: IAB, www.iab.com
  • Types of Digital Ads
    40
    Why Brands Use Flash Banners?
    + Cost savings: it takes less resources to develop Flash banners and typically there is no 3rd party ad serving required
    + Available inventory: more publishers will accept Flash banners on their websites than will accept Rich Media
    + Consumer visibility: slightly more consumers are able to view Flash on their computers than can view Rich Media
  • Types of Digital Ads
    Flash Banner Examples
    + Animation occurs in 7-10 seconds
    + CTA that appears on relevant frame and remains visible throughout the ad
    + Logo visible during entire ad
    + Realistic action/movement
    + Highlights consumer needs and answers with product recommendation
    + Highlights customizability
    41
    3
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    1
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    9
  • Types of Digital Ads
    Flash Banner Examples
    42
    2
    1
    3
    + Simple , quick messaging
    + Consistent font and text size
    + Realistic action/movement
    + Highlights consumer needs and answers with product recommendation
    + Focuses on a single objective, straightforward CTA
    + Color scheme appropriate and eye-catching
    6
    5
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    7
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    9
  • Types of Digital Ads
    Ad Formats + Specs
    + .EXP “Rich Media/Expandable banner”
    Highly interactive, super complex creative which can include multi-functional features
    Typically 40K with up to 100K polite load, upon click*
    43
    *Source: IAB, www.iab.com
  • Types of Digital Ads
    44
    Why Brands Use Rich Media Banners?
    + Sophisticated functionality: the ability to incorporate games, polls, data collection, file downloads, product showcases, store locators and other interactive features makes Rich Media highly desirable
    + Outperformance of Flash: due to its nature, Rich Media frequently outperforms Flash on interactivity rates, brand engagement and consumer ad recall
    + Enhanced reporting/tracking capabilities: almost any metric that relates to functionality of each feature can be measured and reported on, allowing quicker optimizations
    + Alternative to landing page: depending on a campaign’s goal, Rich Media can serve as the only environment needed to achieve a conversion
  • Types of Digital Ads
    Rich Media Examples
    45
    + “Rollover” to act is used rather than “Click”
    + Tabs in upper right allow user to control their experience inside the ad
    + Users have the ability to download a brochure that meets their specific needs
    + “Close” button is clear, visible in bottom right
    FYI:
    Carestream® is able to see how many of each brochure was downloaded.
    Carestream® is able to tie each download to a specific user’s name/email address
    1
    2
    3
  • Types of Digital Ads
    Rich Media Examples
    46
    + Specific CTA
    + Creative use of product showcase feature by highlighting various treats you can make using the product
    + Allows consumers the option to print the recipe or e-mail it to yourself
    + Encourages users to use their “in-banner” search function – this is an example of how a brand may use Rich Media to replace a landing page
    FYI:
    (1) Kellogg’s® is able to see which recipe was emailed or downloaded the most often
    1
    2
    3
  • Types of Digital Ads
    Rich Media Examples
    + Engaging question to capture attention
    + Specific CTA
    + Interactive creative with multiple videos for users to watch
    + Email/data collection feature always visible
    FYI:
    (1) Carnival® would be able to feed email addresses directly into their database with an API.
    (2) Metrics would be able to tell Carnival® how many consumers watched each video 25%, 50%, 75% or 100%.
    47
    1
    2
    3
  • Types of Digital Ads
    Takeover Example
    48
  • Types of Digital Ads
    Overlay Example
    49
  • Types of Digital Ads
    Newest OPA Standards Examples - Pushdown
    50
    Pushdown Ad
    Starts as thin ad that expands to take up most “above the fold” space upon click or rollover
  • Types of Digital Ads
    Newest OPA Standards Examples
    51
    Fixed Placement Ad
    Ad stays with you as you scroll up/down through content
  • Types of Digital Ads
    Newest OPA Standards Examples
    52
    Pushdown Ad
    Extra-large ad for high impact/visibility
  • Types of Digital Ads
    Types of Video Ads
    Video Ads
    + In-stream video
    - Pre-roll, mid-roll, post-roll
    + Overlay
    - Transparent overlays
    + In-banner
    - Video converted to Flash, plays within ad unit
    - Click to play or auto play
    + In-Text Video
    - User initiated, triggered by highlighted words within content
    53
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • Types of Digital Ads
    Considerations
    + On average, an advertisement has approximately 2-5 second to capture the attention of a user before their attention is elsewhere on a webpage
    + As of January 2009, Flash banners saw .07% - .14% CTR across all industries
    + Rich Media banners average .12% - .36% CTR; the goal of a rich media may not be a “click” through to landing page, but instead application completion, file download or coupon print-up
    + Average brand interaction time for expandable rich media ads is between 11-12 seconds, upon expansion
    54
    Resources: DoubleClick, PointRoll Industry Data (2009), Atlas 2007-2010
  • Pricing + Strategy
  • Pricing + Strategy
    Pricing Models
    CPM
    + Impressions sold in “packages” or levels
    + Impressions sold ROS or targeted
    CPC + Costs accrued every time a click occurs
    Flat Rates
    + Associated with sponsorships
    + Directory listings, supplier guides (B2B)
    + Classifieds
    + Sites with limited ad inventory
    + Site with low tech ad serving
    56
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • Pricing + Strategy
    Strategy of Different Structures
    57
    CPM
    CPC
    CPA
  • How Digital Buying Works
  • How Digital Buying Works
    Types of Buys
    Ad Network
    + Sold by categorization of sites (vertical, horizontal, video)
    + Niche verticals available
    Direct Buy or Direct-to-Publisher + One-on-one with a website, or small group of related websites
    + By nature of the buy, selection of individual relevant/niche sites is possible
    59
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • How Digital Buying Works
    Ad Network
    Pros
    + Audience reach
    + Scalability
    + Hyper-targeting
    + Testing performance business models
    + Typically lower CPMs
    + Typically robust reporting
    60
    Cons
    + Duplication across sites
    + Limited transparency + No “cherry picking”
    + Targeting content within sites
    + Generally no sponsorship programs
    + Occasional limitations with ad units and placements
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • How Digital Buying Works
    Direct Publishers
    Pros
    + Sponsorship opportunities
    + Specialized/niche content
    + More opportunities for “value adds”
    + General flexibility of ad formats
    61
    Cons
    + Typically higher CPMs
    + Generally not sold on CPC or CPA
    + Basic reporting capabilities
    + Scalability can be limited
  • How Digital Buying Works
    Targeting Solutions
    + Geographic
    + Demographic
    + Local
    + Contextual
    + Day-Parting
    + Behavioral
    62
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • How Digital Buying Works
    Targeting Solutions
    Geographic
    + Zip code data provided by user
    + Accurate, updated
    + More granular
    + IP address identified via ad server
    - Less granular
    - Based on IP database
    63
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • How Digital Buying Works
    Targeting Solutions
    Behavioral Targeting
    + Ads targeted using behavior not content/page
    + Tracks user’s web usage behavior (via cookies)
    - Where user goes
    - Registration data
    - Survey data
    - Recency
    - Keywords
    64
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • How Digital Buying Works
    Targeting Solutions
    Local Targeting
    + Local content
    + Portals and ad networks
    + Geo-based content
    + User provided demographics
    + Directories and Internet Yellow Pages
    + Search options
    65
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • How Digital Buying Works
    Targeting Solutions
    Contextual Targeting
    + Ads align with content featured on page, via keywords
    + Attempts to target based on users’ intent
    - Recency
    - Keywords
    66
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • How Digital Buying Works
    Targeting Solutions
    Behavioral Targeting
    + Behaviors tracked via cookies data predict which ads are relevant to a user
    + Vertical-based
    67
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • How Digital Buying Works
    Ad Delivery Process
    68
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • How Digital Buying Works
    Ad Delivery Model
    + Scheduling
    - Start – Stop dates not pre-defined by media schedule
    - Day-parting
    + Smooth
    - Equal number of of impressions every day of campaign
    + Weighting
    - Deliver higher share of voice (% of total impressions)
    69
    Source: Intelligent Selling of Internet Advertising & Intelligent Planning & Buying of Internet Media – Level 1, Laredo Group, Q2 2009
  • How Digital Buying Works
    How “Cookies” Work in Targeting
    http://online.wsj.com/video/how-advertisers-use-internet-cookies-to-track-you/92E525EB-9E4A-4399-817D-8C4E6EF68F93.html
    70
    Source: Wall Street Journal, “How Advertisers Use Internet Cookies to Track You”
  • How Digital Buying Works
    Self-Serve Solutions
    Use self-serve vendors like:
    When…
    + Network/Publisher minimums don’t fit your budget
    + Creative flexibility is not an absolutely must-have
    + Programs need to be launch quickly
    71
  • Ad Performance + Measurement
  • Ad Performance + Measurement
    Metrics for Rich Media
    Static Banners:
    + Impressions + Clicks + Click-Through Rates
    Flash Banners: + Click-Through Rates
    + Basic Interactions
    73
    Rich Media Banners:
    + Interaction Rates + Panel Views/Interactions
    + Full plays (Video)
    + Average Brand Interaction Times
    + Close Rates + (Depending on goal) CTRs
  • Ad Performance + Measurement
    Campaign Performance + Effectiveness
    Influential Factors
    + Creative
    + Highlighted Call-to-Action Messaging
    + Targeting
    + Relevant Messaging
    + Ad Placement
    + Ad Size
    + Reach & Frequency
    + Optimizations
    74
  • Ad Performance + Measurement
    Campaign Performance + Effectiveness
    Engaging Creative (Rich Media)
    + Higher interactions with rich media
    + Multiple creative executions
    + High frequency delivery – avoid banner burn-out by running multiple creatives and ad sizes
    75
  • Ad Performance + Measurement
    Campaign Performance + Effectiveness
    Highlight Call-to-Action (CTA)
    + Use active verbs
    + Recognizable, each to read
    76
  • Ad Performance + Measurement
    Campaign Performance + Effectiveness
    Targeting
    + Higher CTRs with targeted messages vs. run-of-site (ROS)
    + Different creative for different targeted segments
    + Add geo-location to message
    77
  • Ad Performance + Measurement
    Campaign Performance + Effectiveness
    Relevant Messaging
    + Broader offers = higher CTRs
    + Narrow offers = lower CTRs
    78
  • Ad Performance + Measurement
    Campaign Performance + Effectiveness
    Ad Placement
    + Ads above-the-fold – higher CTRs
    + Ads on home pages – lower CTRs
    + Ads in targeted, opt-in newsletters – higher CTRs
    Ad Size
    + Larger ads – more visibility, typically higher CTRs
    79
  • Ad Performance + Measurement
    Campaign Performance + Effectiveness
    Ad Frequency
    + Too much frequency – lower click rates
    + Too little frequency – hurt branding metrics
    + Direct response campaigns – evaluate the correct frequency cap to optimize ROI
    80
  • Ad Performance + Measurement
    Campaign Performance + Effectiveness
    Optimizations+ If budget allows, test (A/B or multivariate)
    + Vendors should be proactive about recommendations for improvement
    + Develop a comfortable optimization frequency
    + Track toward improving your action – calls, downloads, video views, data collection
    + Experiment with placements, verticals – within reason
    + Ask vendor for screenshots but monitor when you can
    81
  • 82
    Mobile Display
  • Mobile Display
    Did You Know?
    83
    Percent of US Population (303.6MM) with a mobile phone: 80
    Percent of mobile users with text messaging capabilities: 82
    Percent with phones capable of browsing the Internet: 72
    Percent of users who say they’ve been exposed to mobile ads in last 30 days : 23
    Percent of those users who say they responded: 50
    * Source 2008 Mobile Marketers Guide mobilemarketer.com
  • Mobile Display
    What is mobile display?
    + Display messaging in the mobile device environment
    + Can link to: + make calls + download apps + share content + submit data/sign-up + enter contests + visit mobile websites
    84
  • Mobile Display
    How to Make an Effective Mobile Display Campaign
    + Be attentive to environments – ask where your ads may be and explore the environment for yourself
    + Practice concise messaging – mobile ads don’t leave much room for gregariousness
    + Be mindful of users’ time - consider where a user may come from and where you’re taking them
    85
    * Source: PervezSkiora, “What makes mobile display ads effective?” 2011 mobilemarketer.com
  • Mobile Display
    Popular Networks
    86
  • Mobile Display
    Benefits
    + Small screen, big audience, powerful targeting capabilities
    + Performance-based models (Cost-per-call, cost-per-download, cost-per-interaction) + Branding for those who don’t click + Click rates at upwards of 3-6%* + Downloads from clicks at upwards of 16-20%*
    + Flexibility in program type (sweepstakes, database collection, branding/awareness)
    + Typically lower minimums
    + Ease of integration with other marketing tactics
    87
    * Source: Greystripe & ATT Mobile Ad Solutions, 2011
  • 88
    Trends + Current Events
  • Trends + Current Events
    89
    What’s Happening Now?
    + Digital Advertising Alliance + Congress pushing “do-not-track” legislation
    + FTC responds to consumer privacy concerns + IAB introduced Code of Conduct + DAA building on Self-Regulatory Principles of Online Behavioral Advertising
    + Facebook tests real-time ad targeting, via data mining conversations
    + DMPs (Data Management Platforms)
    + AMPs (Audience Management Platforms)
    + Topic Targeting
    + ConditionalTargeting & Re-Targeting + Search, Site, Creative
  • Best Practices
  • Best Practices
    Take-aways
    + Identify the ONE main objective of the creative
    + Execute a clear, concise call-to-action
    + Use consistent messaging (and imagery, where possible) across online & offline channels
    + Choose colors appropriate for audience and website where ad will be placed
    + Utilize A/B split testing or other methods of creative testing, create optimization schedule – LEARN!
    + Align creative with your landing page
    91
  • Best Practices
    What Should You Expect from a Vendor/Agency?
    + Established goals before campaign launches
    + Resisted urges to revamp tracking structure or goal (unless absolutely necessary)
    + Optimization recommendations and analysis of performance
    + Tracking codes in place on front end
    + Analytics setup on back end
    + Regularly schedule reporting
    92
  • Best Practices
    Landing Pages: “DONTs”
    93
    Banner Ad
    Landing Page
  • Best Practices
    Landing Pages: “Almost but not quite”
    94
    Banner Ad
    Landing Page
  • Best Practices
    Landing Pages: DOs
    95
    Banner Ad
    Landing Page
  • Best Practices
    Landing Pages: DOs
    96
    Banner Ad
    Landing Page
  • Questions?
  • LeapFrog Interactive
    Contact Us
    Christy Belden, Vice President of Media + Marketing
    cbelden@leapfroginteractive.com
    Twitter: @LFI
    Facebook: www.Facebook.com/LeapFrogInteractiveAgency
    98
  • Thank You