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eCMO 2010 How to better measure and optimize display media
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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!

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