eCMO 2010 How to better measure and optimize display media

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Ms. Angie Chung, Httpool

Ms. Angie Chung, Httpool

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  • To be Creative to attract users to the siteBroad reach + advanced targeting = strong traffic drive & vehicle to conversionEfficiency/ ROS (Return of Spend)
  • To be Creative to attract users to the siteBroad reach + advanced targeting = strong traffic drive & vehicle to conversionEfficiency/ ROS (Return of Spend)

Transcript

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