How to better measure and optimize display media?<br />Prepared for eCMO Conference <br />June 2010<br />
Httpool is one of the fastest growing global online advertising solution providers, with a focus on emerging markets<br />...
<ul><li>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</li></ul>DISPLAY ADVERTISING 2.0<br />
Traditional linear CAMPAIGN planning MEASUREMENT PROCESS<br />CAMPAIGN LIVE<br />Post Campaign Report<br />Evaluate, Measu...
Real-time optimization<br />
Real time Optimization & re-Targeting<br />Registration Flow<br />HTTPOOL network<br />Landing page<br />Registration page...
<ul><li>Pay-per-Visit Model
Guarantee Traffic to the site, no risk -> 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
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eCMO 2010 How to better measure and optimize display media

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Ms. Angie Chung, Httpool

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  • To be Creative to attract users to the siteBroad reach + advanced targeting = strong traffic drive &amp; vehicle to conversionEfficiency/ ROS (Return of Spend)
  • To be Creative to attract users to the siteBroad reach + advanced targeting = strong traffic drive &amp; vehicle to conversionEfficiency/ ROS (Return of Spend)
  • eCMO 2010 How to better measure and optimize display media

    1. 1. How to better measure and optimize display media?<br />Prepared for eCMO Conference <br />June 2010<br />
    2. 2. Httpool is one of the fastest growing global online advertising solution providers, with a focus on emerging markets<br />International Presence: London (HQ) + 13 offices in Europe, India and Asia<br />Httpool Asia is technology-driven with focus on Performance Marketing:<br />Everything you’ve wanted in an ad network: <br />Broad efficient reach + a diverse portfolio of inventory, pricing model and targeting options!<br />Our goal is to deliver Reach, Quality and Results for advertisers and agencies<br />INTRODUCTION<br />
    3. 3. <ul><li>Efficient Reach
    4. 4. Efficiency (CPM for volume, CPC, Pay-per-visit, CPA for performance driven)
    5. 5. Technology
    6. 6. Targeting/ Retargeting (behavioral segments)
    7. 7. Real-time optimization (on media buy, creative)
    8. 8. Data
    9. 9. Measurability
    10. 10. Accountability</li></ul>DISPLAY ADVERTISING 2.0<br />
    11. 11.
    12. 12. Traditional linear CAMPAIGN planning MEASUREMENT PROCESS<br />CAMPAIGN LIVE<br />Post Campaign Report<br />Evaluate, Measure, Learn<br />After 2 weeks<br />
    13. 13. Real-time optimization<br />
    14. 14. Real time Optimization & re-Targeting<br />Registration Flow<br />HTTPOOL network<br />Landing page<br />Registration page<br />Thank you page<br />Thank you for registration<br />Optimize Against <br />Thank you page<br />Re-target Drop off users<br />Build Segment (who had been to landing page)<br />
    15. 15. <ul><li>Pay-per-Visit Model
    16. 16. Guarantee Traffic to the site, no risk -> site traffic increased by 70%
    17. 17. Brand building
    18. 18. Banners shows 50 million times across targeted geos (capped by budget)
    19. 19. Real-time optimization against thank you page
    20. 20. Increase online registration rate by 30%
    21. 21. Re-target drop off users
    22. 22. Call back users that did not complete the registration
    23. 23. Build Consumer Segments for later campaigns</li></ul>Benefits to client<br />
    24. 24. <ul><li>Tracking pixel on the site
    25. 25. Banner: clear message + strong call to action
    26. 26. Easy and Simple Registration path (ideal 3 pages)
    27. 27. Landing Page: Clear purpose/ benefit message</li></ul>How to do a successful cpa campaign<br />
    28. 28. MEASUREMENT OF DISPLAY MEDIA<br /><ul><li>Impressions Delivered (Reach)
    29. 29. No. of Clicks generated (CTR)
    30. 30. Sales</li></li></ul><li>
    31. 31. Last-ad modelIn Tradition – Crediting Conversions to Last Ad<br />Ignores 93%-95% audience engagement<br />
    32. 32. Synergy of Search & Display = Brand Awareness + Lift in Conversion + Higher ROI<br />Search Engine Marketing limits potential reach of target audience<br /><ul><li>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
    33. 33. Therefore, when look into total consumer conversions cross channel, display accounts for 72% of total conversions </li></ul>Sources: AdReady (September 2009)<br />
    34. 34. Media behavior vs. purchase funnel (AIDA)<br /><ul><li>44% of sponsored search clickers are exposed to display ads prior to the click.
    35. 35. 71% of sponsored search clicks are navigational in nature
    36. 36. Broad interest sites like social media, news and entertainment sites, on the other hand, often reaches consumers much earlier
    37. 37. 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</li></ul>Sources: Microsoft Atlas<br />
    38. 38. <ul><li>Increase Brand Term Search Volume- 50% lift in brand term search query one week after exposure to the display ad.
    39. 39. 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)
    40. 40. Improve eCommerce Spend By An Average Of 7% - 7% average lift in eCommerce spend per ad site visitor.
    41. 41. Travel spend was 9% higher among exposed users
    42. 42. CPG spend was 14% higher
    43. 43. Consumer electronics was 22% higher</li></ul>Display ads are effective even when people don't click on them:<br />Sources: OPA (Online Publishers Association ) and Comscore <br />
    44. 44. httpool pay-per-visit Network <br />PAID CLICKS<br />FREE EXPOSURE<br />Tracking: Click Conversion VS. View Conversion<br />
    45. 45. More Metrics to Evaluate Performance of Display Ads<br /><ul><li>Brand Exposure and Awareness
    46. 46. Impressions toward relevant audiences (CTR would be good indicator)
    47. 47. Reach and Frequency
    48. 48. Site Engagement
    49. 49. Unique visitors and bounce rate
    50. 50. Time spend and average page view
    51. 51. Performance Improvement
    52. 52. Lift in brand searches, search engine click-thru rates, direct visits and online/offline purchasing</li></li></ul><li><ul><li>Track View Conversion
    53. 53. An audience came back 30 days after viewing the ad
    54. 54. Increase time spent/ user by over 200%
    55. 55. Increase brand term searches by over 30%
    56. 56. Increase Search CTR by over 50%
    57. 57. Increased sales by nearly 30%</li></ul>Benefits to client<br />
    58. 58. <ul><li>Efficient Reach
    59. 59. Efficiency (CPM for volume, CPC, Pay-per-visit, CPA for performance driven)
    60. 60. Technology
    61. 61. Targeting/ Retargeting (behavioral segments)
    62. 62. Real-time optimization (on media buy, creative)
    63. 63. Data
    64. 64. Measurability
    65. 65. Accountability</li></ul>DISPLAY ADVERTISING 2.0<br />
    66. 66. Questions?<br />
    67. 67. Thank you!<br />
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