Integración de campañas Online Eficientes ( display & search )

Making Integrated Campaigns Work: How a Search Marketing Mindset Can Drive the ROI of Display Advertising Eli Goodman Keith Wilson comScore, Inc. The Search Agency, Inc.

Our Presenters Eli Goodman Search Evangelist comScore, Inc. Keith Wilson Director of Display Media The Search Agency, Inc. 2 © comScore, Inc. Proprietary and Confidential.

Agenda Introduction Applying Search Intelligence to Display Advertising Search & Display Advertising - Quantifying the full ROI beyond Direct Response 3 © comScore, Inc. Proprietary and Confidential.

The Search Agency The Search Agency provides an integrated suite of pre-click online advertising services and post-click conversion path optimization services. 4 © comScore, Inc. Proprietary and Confidential.

Case Study Example: Online Dating Client: Lavalife – Online Subscription-based Dating Service Goal: Driving registrations at targeted CPA History: Increasing spend on paid search and contextual text based ads – Could not yield additional volume at target CPA Solution: Test display ads to increase efficiency of content campaign and drive volume 6 © comScore, Inc. Proprietary and Confidential.

How to approach display advertising? Measurability TV / Print Display Paid Search Display advertising is evolving – Greater emphasis on direct response metrics – Pricing is evolving to bid based model Approach display media management like paid search – Budget accountability – Applying direct response best practices – Driving ROI for each incremental ad dollar spent 7 © comScore, Inc. Proprietary and Confidential.

Results: 170% increase in conversions in 3 weeks Client Results 500% 400% 400% 300% 200% 170% 100% 16% 0% -12% -50% -100% Click-Through Conversions Cost per Click Brand Search CPA Rate Queries 8 © comScore, Inc. Proprietary and Confidential.

Applying search intelligence to display advertising 1. Data Integration 2. Advanced Targeting 3. Account Structure 4. Budget Management 5. Creative Testing 6. Conversion Path Optimization 7. Campaign Optimization Conversion Data Advanced Account Budget Creative Campaign Path Integration Targeting Structure Management Testing Optimization Optimization 9 © comScore, Inc. Proprietary and Confidential.

Data Integration: Integrate campaigns and backend conversion data Create single view of key metrics for efficient analysis Leverage ad serving/optimization technology to guide efficiency of ad spend Example: Subscription Model – Free registrations Large sample size Allows technology to learn faster – Paid subscriptions Smaller sample size Enables bid optimization based on revenue Conversion Data Advanced Account Budget Creative Campaign Path Integration Targeting Structure Management Testing Optimization Optimization 10 © comScore, Inc. Proprietary and Confidential.

Advanced Targeting: Leverage high intent to purchase targeting During initial tests, diversify across multiple targeting techniques Great ROI Middle of Pack ROI Poor ROI Website ads (.gif banners, etc.) 7.6% 49.7% 42.7% Pop-up, Pop-unders 12.0% 26.5% 61.4% Rich Media Ads 22.0% 54.3% 23.6% Affiliate marketing 23.4% 48.6% 27.9% Text-Link ads 29.7% 51.5% 18.8% Behavioral targeted ads 36.7% 50.5% 12.8% Contextually targeted ads 40.5% 50.0% 5.5% 0% 20% 40% 60% 80% 100% Source: MarketingSherpa, February 2008 Conversion Data Advanced Account Budget Creative Campaign Path Integration Targeting Structure Management Testing Optimization Optimization 11 © comScore, Inc. Proprietary and Confidential.

Case Study Example: Contextual targeting Identified high-performing keywords from paid search – Focus on brand terms and core category terms Identified placements relevant to online dating – Including competitor sites Used media planning tools to identify/exclude relevant audiences – Demographics – Behaviors 12 © comScore, Inc. Proprietary and Confidential.

Account Structure: Organize campaigns into meaningful segments Group campaigns by demo, geo, and behavioral segments Structured campaigns enable efficiency – Provides greater flexibility to optimize campaigns by price, creative or targeting – Visibility to lower level of data allows optimization of poor and exceptional targets Conversion Data Advanced Account Budget Creative Campaign Path Integration Targeting Structure Management Testing Optimization Optimization 13 © comScore, Inc. Proprietary and Confidential.

Case Study Example: Organize by relevant segments Grouping by geo allows targeted ad copy Measuring ROI across key consumer segments enables more efficient media planning 14 © comScore, Inc. Proprietary and Confidential.

Budget Management: Determine best use of budget Evaluate pricing structures to mitigate advertiser risk • CPM (Cost per 1000 Impressions) High Risk • Dynamic CPM (Bid-based CPM) • CPC (Cost per Click) Medium Risk • CPA (Cost per Action) Low Risk Bid-based pricing enables setting a maximum allowable price that achieves ROI goals Affiliate channels deliver incremental conversions at fixed acquisition goal metric Conversion Data Advanced Account Budget Creative Campaign Path Integration Targeting Structure Management Testing Optimization Optimization 15 © comScore, Inc. Proprietary and Confidential.

Case Study Example: Max CPC bidding to drive efficiency Able to use bid optimization platform Dynamically adjust bids to allowable levels based on historical performance Set daily spending caps to avoid over saturation Enabled cross-channel optimization – One system, one budget – Allocate incremental dollars most efficiently 16 © comScore, Inc. Proprietary and Confidential.

Creative Testing: Test, test, test Iterative process where goal is to continually improve your ROI – Increased efficiency drives increased volume Develop a testing methodology that isolates creative elements: – A/B testing – Multivariate testing Conversion Data Advanced Account Budget Creative Campaign Path Integration Targeting Structure Management Testing Optimization Optimization 17 © comScore, Inc. Proprietary and Confidential.

Case Study Example: Tested 3 concepts per ad size Followed best practices to improve efficiency: – Animation creates attention – Clear value proposition inspires action – Call to action language demonstrates intent of ad – Relevance reduces banner blindness 18 © comScore, Inc. Proprietary and Confidential.

Conversion Path Optimization: Determine success and friction elements affecting conversion Analyze conversion beyond the initial landing page Increase consumer motivation by incorporating banner and paid search copy Test and identify bounce rate and conversion contributors Reduce friction factors to increase progression – Reinforce credibility with qualifiers – Keep content short and to the point – Show a clear progression path for a multiple page process Conversion Data Advanced Account Budget Creative Campaign Path Integration Targeting Structure Management Testing Optimization Optimization 19 © comScore, Inc. Proprietary and Confidential.

Case Study Example: Optimized conversion experience Landing page emphasized key messages from ads Reduce friction by providing a path – Minimal bounce points keeps the user on task – Reinforcement cues build consumer confidence 20 © comScore, Inc. Proprietary and Confidential.

Campaign Optimization: Apply targets/filters to deliver ROI Campaign structure enables detailed data analysis Isolate targeting criteria affecting performance – Remove underachieving inventory, content channels or sites Lock in additional inventory at allowable pricing Duplicate successful campaigns across multiple networks Conversion Data Advanced Account Budget Creative Campaign Path Integration Targeting Structure Management Testing Optimization Optimization 21 © comScore, Inc. Proprietary and Confidential.

Many solutions with good reach 22 © comScore, Inc. Proprietary and Confidential.

Key Points To drive ROI, adopt a “search” mindset to display advertising Display budgets can be justified using same direct response tactics of paid search Disciplined methodology and commitment to ongoing testing will increase effectiveness of display efforts Conversion Data Advanced Account Budget Creative Campaign Path Integration Targeting Structure Management Testing Optimization Optimization 23 © comScore, Inc. Proprietary and Confidential.

Powerful Platform Global Panel of 2MM Users, Largest of Its Kind The Only Global Measurement of Audience ° 360° View of Consumer Behavior and e-Commerce Web Visiting and Viewing Demographics Online Life Stages Transactions Streaming Search Video Behavior 32 Media Metrix Reported Countries Media Exposure 172 Countries with Sample Presence 25 © comScore, Inc. Proprietary and Confidential. 25

Growth in online advertising slowed in 2008 Total Online Advertising $ Billions and % Chg vs. YA +11% +23% +18% +13% +29% +24% +27% 7 5.9 5.9 5.8 5.7 6 5.2 5.1 4.9 5 4 3 2 1 0 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Source: PricewaterhouseCoopers and the Internet Advertising Bureau (IAB) 26 © comScore, Inc. Proprietary and Confidential.

Search spending continued to grow strongly through Q2 2008 Total Search Advertising $ Billions and % Change vs. YA $8.00 +24% +30% $5.06 +30% $4.71 +29% $4.10 +37% $3.64 $4.00 $3.16 $0.00 H1 06 H2 06 H1 07 H2 07 H1 08 27 © comScore, Inc. Proprietary and Confidential.

Growth in online display advertising slowed in 2008 and shifted dramatically to pay-for-performance Total Online Display Advertising (CPM + CPC) $ Billions and % Chg vs. YA $3.03 $3.01 $2.93 $2.93 $2.82 $2.86 +12% +9% +8% +5% 3 $2.70 +19% +16% +17% 2 Q1 07 Q2 07 Q3 07 Q4 07 Q1 08 Q2 08 Q3 08 Source: CMR Data include static and rich display but do not include paid search or video ads 28 © comScore, Inc. Proprietary and Confidential.

The Right Metrics are Critical: Clicks Understate Campaign ROI 29 © comScore, Inc. Proprietary and Confidential.

Decline in online ad click-through rates 2.50% 2.50% In 2008, comScore measured 2.00% click rates as less than 0.1% 1.50% 2002 1.12% 2006 1.00% 0.41% 0.50% 0.20% 0.00% Rich Media Non-Rich Media Sources: Doubleclick, eMarketer, Eyeblaster, ABI Research estimates 30 © comScore, Inc. Proprietary and Confidential.

Clickers follow the 80/20 rule 100% 6% 18% 10% 16% 50% 31% Heavy Moderate Light 30% 68% Non 51% 20% 0% % Internet Pop % of Clickers % of Clicks Source: comScore Natural Born Clickers study for Tacoda & Starcom, Total US Online Population, July 2007 Clickers are predominantly younger (25 - 44) with lower income (under $40K) 31 © comScore, Inc. Proprietary and Confidential.

Clicks on display ads are a misleading metric and don’t reflect brand-building effects Only use for direct response ad campaigns (or search) Clicks don’t measure all of a campaign’s sales impact nor the cumulative (latent) impact of ads Clicks don’t tell you anything about brand building effects 32 © comScore, Inc. Proprietary and Confidential.

“The Role of Search in Consumer Buying” comScore study with Google The Three Components of how Search Drives Buying 16% Direct Online Effects 21% Latent Online Effects 63% Latent Offline Effects Only measuring direct online effects understates ROI by a factor of 6X Source: Google/comScore “The Role of Search in Consumer Buying” Press Release, March 21, 2006; based on holiday-related purchases completed online and offline across 11 product categories for 60 days post-search 33 © comScore, Inc. Proprietary and Confidential.

Measuring the Holistic Impact of Online Ad Campaigns 200+ studies conducted to assess the impact of paid search and online ads on online and offline sales Real world analysis: comScore panelists divided into two matched groups (exposed and non-exposed to advertising) Search only – Display ads only – Search and display ads together – Neither – Passively measured behavior and / or surveys – Linked to in-store buying through CRM databases, retailer loyalty cards (we have 125 Million card dataset accessible), credit card data, IRI scanner panel 35 © comScore, Inc. Proprietary and Confidential.

Display Ads Lift Site Visitation Across All Verticals Advertiser Site Reach Weeks 1-4 after first exposure % Lift: 46% 4.5% Average, N=139 ∆ Lift: 2.1% 6.6% % Lift: 114% 0.9% Automotive, N=38 ∆ Lift: 1.0% 1.9% % Lift: 86% 1.3% Finance, N=16 ∆ Lift: 1.1% 2.3% % Lift: 77% 0.6% CPG & Restaurant, N=10 ∆ Lift: 0.5% 1.1% % Lift: 52% 9.1% Retail & Apparel, N=21 ∆ Lift: 4.7% 13.8% % Lift: 42% 7.0% Media & Entertainment, N=24 ∆ Lift: 2.9% 10.0% 5.8% % Lift: 25% Electronics & Sof tware, N=14 7.2% ∆ Lift: 1.5% 4.8% % Lift: 21% Travel, N=9 5.8% ∆ Lift: 1.0% Control Test 36 © comScore, Inc. Proprietary and Confidential.

Display ads don’t just increase site visiting: trademark searches also continue to see a lift over the 4 weeks past exposure to an ad Results from comScore Campaign Effectiveness Studies % Making a TM/Brand Search 0.9% 0.7% 0.6% 0.5% 0.5% 0.4% 0.3% 0.2% % Lif t: 40.3% % Lif t: 46.0% % Lif t: 38.1% % Lif t: 52.3% Week of f irst Weeks 1-2 af ter Weeks 1-3 af ter Weeks 1-4 af ter exposure f irst exposure f irst exposure f irst exposure Control Test 37 © comScore, Inc. Proprietary and Confidential.

Clear synergies between search and display in driving online sales % Making A Purchase on the Advertiser Site 5.1% (Retail Only) 2.4% 1.9% 1.0% 1.5% 1.1% Display Only Search Only Search & Display % Lift: +42% % Lift: +121% % Lift: +173% Online $$ per 000 Exposed (Retail Only) $6,107 $2,724 $2,723 $1,548 $994 $1,263 Display Only Search Only Search & Display % Lift: +27% % Lift: +76% % Lift: +124% Control Test 38 © comScore, Inc. Proprietary and Confidential.

Online is important but you can’t ignore offline buying either Higher offline sales lifts are found for search advertising vs. display but when combined the synergy provides even more lift Lift generated by online advertising is significant and would not be captured by a CPC or cookie-based model Incremental Impact on Offline Sales per (000) Exposed 39 © comScore, Inc. Proprietary and Confidential.

Higher reach of display ads often lifts sales more than does search The overall number of unique people reached by display ads is typically much higher than search As a result, even though the sales lift among those exposed to a search ad is higher, the total dollar sales gained from display ads is often larger than search due to the smaller lift acting on a larger base Incremental Impact on Offline Sales per (000) Exposed 119% 81% 82% % of Total Exposed Group 11% 8% 16% Search & Search Display Search and Display Search Only Display Only Display Only Only 40 © comScore, Inc. Proprietary and Confidential.

Key Points Online Advertising spend is still growing, but not nearly as fast as it has in the past When considering the full impact of both Search & Display ROI, you must take into account the soft dollar metrics Both Search & Display see most of their value in latent response, both online and offline Although Search is the ultimate direct response champion, greater frequency of exposure to Display ads can drive greater sales through volume of impressions 41 © comScore, Inc. Proprietary and Confidential.

Thank You. Eli Goodman Keith Wilson egoodman@comscore.com keith.wilson@thesearchagency.com

Integración de campañas Online Eficientes ( display & search )

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