TMKu: Campaign Infrastructure
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TMKu: Campaign Infrastructure

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A look at how pixels, tags, ad servers, search, display, analytics and more come together to form a digital campaign.

A look at how pixels, tags, ad servers, search, display, analytics and more come together to form a digital campaign.

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TMKu: Campaign Infrastructure TMKu: Campaign Infrastructure Presentation Transcript

  • TMK University: Digital
    Campaign Infrastructure
    August 2, 2010
    www.mediakitchen.tv
  • Campaign Infrastructure
    … in a TMK context.
    Pixels
    Tags
    Ad Servers
    Rich Media
    Video Server
    What we will
    cover today.
    Reporting
    The Blender
    Business Intell.
    Web Analytics
    Testing
    Optimization
  • Typical Campaign Setup
  • Typical Campaign Setup
    How does
    all of the data pass
    from Windstream
    to the above tools?
  • Tags & Pixels
    • Two major players: DoubleClick DART, Microsoft/Atlas DMT
    • Third party ad serving is the technology that pushes ads out to websites and allows advertisers to track the performance of these ads.
    • Third Party ad serving is used to allow websites to attribute conversions to the partner who served the ad that was last seen or clicked on (Last In, First Out Attribution)
    Universal Action Tags (UAT)
    Floodlight Tags
    Javascript container
    1999
    2004
    2007
    Spotlight Tags
    Action Tags
    Thank You Page
    Thank You Page
    Thank You Page
    img src (1x1)
    Doubleclick
    Atlas
    Third Party Ad Server Img Tag
    Publisher tag
    Publisher tag
    Publisher tag
    Third Party Ad Server Container Tag
    Publisher tag
    Publisher tag
    Publisher tag
    • No Duplication Issues
    • Clear System of Record
    • Multiple tags slow down system
    • Duplication Issues
    • No System of Record
    • Multiple Calls from a Page
    • No Duplication Issues
    • Clear System of Record
  • Tags, Pixels & Cookies
    Ad Tag
    • In order to request an ad from an adserver, a website must place an ad tag on a web page
    • An ad tag is a little piece of HTML that tells the browser to request content from the ad server
    Pixels
    • In terms of ad serving, pixels are 1x1 image files that record calls or hits to a page
    • For example, someone lands on a page, the tag on the page calls the ad server, which then returns a 1x1 pixel which enables the advertiser and publisher to track campaign effectiveness
    Cookies
    • A cookie is a piece of text that a Web server can store on a user's hard disk
    • Cookies allow a Web site to store information on a user's machine and later retrieve it allowing ad technologies to remarket and target specific users
    • A Web site can retrieve only the information that it has placed on your machine. It cannot retrieve information from other cookie files, nor any other information from your machine
    • Issues: Cookie deletion and persistence
  • Pixel & Tag Tidbits
    The most popular way to deploy conversion tags (via an iFrame container positioned at the
    bottom of the page body (the solution used by all the major container tag solutions)) is
    actually the worst for accurately reporting traffic, introducing a 15‐60% discrepancy
    The biggest factor in the size of discrepancies between the number of users arriving on a
    site and the number reported by a page tag was page download time, with approximately 10% of
    traffic lost for every extra second the site took to load
    Most of the slowest‐loading assets on the pages were third‐party tracking tags, taking as
    much as 250ms
    The largest discrepancy between the actual traffic arriving on a website and the figures
    reported by page tags was 60%, this was comparing a Javascript call at the top of the page
    head (best) to an image pixel inside an iFrame at the bottom of the page (worst)
    Several tags were found of which were for services that were no longer being used
    Moving the Google Analytics tag from the bottom to the top of the page increased the reported traffic by 20%
    TagMan Latency Test April 2009
  • Ad Serving
    TMK Approved
    3rd Party Ad Servers
    reporting
    campaign management
    pixel creation
    Deliver (at varying
    degrees):
    creative management
    optimization interface
    serving & tracking
    Clients pay for this out of the Ad Ops budget
    Estimated off of volume of impressions
  • Search Bid Management
    Search Tool
    & Secondary
    Engines
  • Attribution
    Search
    Display
    Video
    Ad Server or the Blender
    decides who should get
    credit for the merit
    event
    Mobile
    Social
  • Attribution Continued…
    search
    Site visit
    display
    video
    Merit
    Event
    Merit
    Event
    Open Questions:
    How long is your credit window? 7 days? 14 days? 60 days?
    Are you using a last-click model?
  • Optimization
    Out: Click Based
    In: Merit Based
    Every client should be optimizing to a merit. If there is no merit to optimize to, please re-think the campaign.
  • Optimization w/Data
    Good: Optimizing off of a merit
    Better: Optimizing off a merit w/additional information
    Example for Optimizing to...:
    New Account w/LTV >$1500
    Products With >30% Margin
    Product A vs. Product B
  • Web Analytics
    Too often, media doesn’t get involved with site analytics.
    This is a missed opportunity.
    Learn which landing pages work best
    Understand the optimal pages to tag
    Tag the media plan with Web Analytics package code to learn which sites contribute higher value users based on site-metrics
  • Binging It All Together
  • Contact Info
    For additional information, please contact Darren Herman at 212 337 4543 or dherman@mediakitchen.tv
    Twitter: @dherman76 / @themediakitchen