Join Mediative on the 2015 IAB Canada Roadshow as the discuss online display ads and purchasing behaviour. For More Information : Mediative.com/iab-roadshow

1. Hello Vancouver.

2. 2
Who am I?
John S. Fanous
VP, National Sales &
Shopper Marketing

3. Who is Mediative?
We help businesses cut through the digital clutter so they
can better perform in an otherwise complex digital
landscape, and ultimately identify, capture and convert
more potential customers.

4. experts that work across four
Canadian offices in Vancouver,
Kelowna, Toronto and Montreal.150

5. 5
Finding your audience
is getting tougher and murkier than
ever in digital marketing.
It’s a bit like a dark forest.

6. 6
You are exposed to an
average 3,000 ads per
day.
How close are you to buying anything
when you are seeing those ads?

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What Mediative does for partners:
Monetization
Maximize the value of every visit to your digital
properties, and discover new sources of revenue
with our range of custom publisher solutions.
Performance
Find qualified audiences, capture their attention
and convert them by ensuring a clear path to
purchase and a maximum ROI.
Data
Leverage our first party data and knowledge on
how to deliver the right message to qualified
audiences across all digital marketing channels.
Mediative Lab
Combine the latest innovative technologies
and data-driven research to drive digital
performance.

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Mediative Buyer Network, including:

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Top 10 Research Book: 300+ printed
copies made and distributed at
events.
From our lab
9
SERP Research:
eBook: How to begin with a
local-social strategy.
eBook and Infographic: Introduction to
Programmatic Buying
Report and Infographic: 80% of
Canada’s Top Retailers Online
Listings are Inaccurate
eBook and Infographic: Canadian
Automotive Industry Benchmarks eBook: How to drive
more in-store traffic
eBook: How to drive more sales online
Blog: URL Optimization Best
Practices
Blog: 49 mobile Stats for
2015
Blog: Post view Conversions, an
important display advertising
metric
Blog: Organic Click-Through rates in
2014
Blog: SERP Infographic
01/2014 02/2014 03/2014 04/2014 05/2014 06/2014 07/2014 08/2014 09/2014 10/2014 11/2014 12/2014 01/2015 02/2015 03/2015 04/2015 05/2015 06/2015 07/2015
Unique file views of content in 2014 increased 29% over 2013

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What we wanted to find out in this study
1. How display ads can drive purchase behavior?
2. Are searchers more responsive to display ads at different
stages in the buying cycle?
3. What actions do people take that can lead to a purchase?

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Methodology
1,439 Participants In-Lab Eye Tracking Online Surveys &
Follow Ups

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Thesis:
The ability of ads to
influence people increases
as they come closer to a
purchase decision.

13. 1/3
1/3 of respondents felt that
online advertising could
influence them no matter
what stage in the buying
cycle they were at.

14. Display ads are 39% more likely
to influence web users when
they are researching a
potential purchase vs when
they have no intent to buy.
39%

15. Learnings

16. Relevancy of ads cannot
be overstated in importance.
40%
of people took an action from seeing an ad
because it was relevant to a need or want, or
relevant to something they were doing at the time.

17. Clicks are not (necessarily)
conversions.
53% of people said they were more likely to
search online for the product featured
in the ad they were exposed to prior.

18. Clicks on ads are not the only
actions that lead to purchase.
1 in 2 people who searched after being
exposed for the product’s ad
purchased a product from that brand.

19. Age influences how much
of an impact display ads
have.

20. Income influences how
much of an impact
display ads have.

21. Gender influences how
much of an impact
display ads have.

22. How can advertisers increase the
likelihood of capturing people’s
attention and driving purchase
behavior?
advertiser
actionables.8

23. Ad creative
1.
Have ad creative reflective of
the shoppers individual stage
in the buyer funnel.

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Identify. Capture. Convert.

25. Leverage quality 1st party data
2.
Use audience data, lookalike modeling and
retargeting in display campaigns to ensure ads
are relevant to the target audience.

26. Consider the age of your audience
3.
If your target audience is older, up to two dozen
impressions of an ad might be necessary in
order to increase the likelihood of capturing
their attention.

27. Know your audience
4.
Know your audience and understand their
likely behavior when creating goals for
your online display ad campaigns.

28. It’s not just about the click
5.
Ads will drive other behaviors in people, not just
a banner click.
Unifying your conversion pixel and move to
post-view conversion attribution allows you to
value the first impression to land (display) as
the last click standing (search).

29. Consider the income of your
audience
6.
Lower earners (ie: students) are more so
influenced by ads with deal-based value
props, making them more likely to engage
with ads offering discounts.

30. Use discounts strategically
7.
Use data to surgically reach people with a high intent
to buy and a high likelihood of being interested in your
product or service through price incentives.
Turn interest into desire with coupons and/or
discounts.

31. Let digital data insights drive
offline media strategy
8.
Insights on performing data segments and
digital consumer targeting can help you better
purchase and provision offline media.

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• An average consumer hates to be sold to, but loves to buy.
• Relevancy and personalization are key.
• Measure more than just clicks.
Conclusion:
Converse with your consumer,
don’t yell at them.

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Get the full paper
Mediative.com/iab-roadshow
Available on Twitter for questions:
@Mediative

34. Thank you!
Questions?