Analyzing online display advertising for Scandinavian Airlines
KEY FINDINGSfrom Johan Åhlen, Head of ad purchasing at SAS and”Online media buyer of the year, Sweden”Clicks are not enough. Click ROIClick ROI decreasing rapidly since 2008. 4Quality of sites where ads aredisplayed vary greatly.The majority is ”junk”.Media buyers who are not up tospeed with the market conditions 1contribute to the development of 2008 2009 2010”junk”. 0,5
EXAMPLES OF “JUNK”: Small units that cannot be seen long enough. Ads that compete with other ads on cluttered sites.Run-of-the-mill ”creative” design, in the wrong context. Not in target audience or with poor timing.
EXAMPLE TV 100% In-Screen Rate 30 sec In-Screen Duration 100% Share of View 1 Ads/PageIN-SCREEN RATE Media Quality = 10 93% IN-SCREEN DURATION 17 sec MEDIA QUALITY 7.9 SECRET SAUCE ALGORITHMSHARE OF VIEW 22% ADS / PAGE 3.1
Direct ResponseFrequency and reach more importantthan high media quality
Brand BuildingHigh media quality is very important