Ronald Paul Post View Tracking- Is Playtime Over?

  • 2,576 views
Uploaded on

Europe 2010

Europe 2010

More in: Education , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,576
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
115
Comments
0
Likes
4

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Post View Tracking –Is Play Time Over?
    Ronald Paul, CEO QUISMA GmbH
    1
  • 2. QUISMA in Brief
    • Established: 06/2001
    • 3. Integrated: Subsidiaryof GroupM and memberof WPP-network
    • 4. Focussed: succesfulintegrated performance marketing
    • 5. Combined: SEA, SEO, Affiliate-Marketing, Performance Display, Conversion-Optimization
    • 6. Motivated: >100 qualifiedemployees
    • 7. Organized: Munich, Hamburg, Frankfurt on the Main, Dusseldorf, Zurich, Vienna
  • Agenda
    • Affiliate marketing – origin and development
    • 8. Post click, post view – definitions
    • 9. Guidelines for post view (BVDW)
    • 10. Start of a post view campaign
    • 11. Set-up
    • 12. Increased potential
    • 13. Evaluation
    • 14. Comparisonof all channels
    • 15. Allocation
    • 16. Sharedconversions
    • 17. Cookie Runtime
    • 18. Pitfalls
    • 19. Case Study
    • 20. Summary
    • 21. Q&A
  • Affiliate Marketing Origin
    TKP models until 2000
    CPO as risk free alternative
    Affilinet Efficient Reach
    CJ DE
    Zanox TPV
    CJ VIP
    1994
    1996
    2000
    2010
    2005
    Dotcombubblebursts
  • 22. Affiliate Marketing Origin
    Traffic Broker market affiliate programme
    PV becomes important part of AM
    Layer partners no longer play a major role
    Layerhighlight
    Post-view guideline
    2010
    2007
    2008
    2009
  • 23. Affiliate Marketing Development
    Content/SEO
    Voucher
    Price comparison
    Loyalty/
    cashback
    Layer
    Post view
    • New opportunities when using product data
    • 24. Remunera-tionturnsusersintoaffiliateregularcustomers
    • 25. Recalling of content sites
    • 26. Use of sites with a strong reach in affiliate marketing
    • 27. First affiliates
    • 28. Most popular partners until today
    • 29. Added value for users by savings
    • 30. Contact to users often already during the decision and order process
    • 31. Attempt to place as many cookies as possible by forced opening of the website
    • 32. Aim: Setting the last cookie or many cookies
  • Post click - Definition
    • Definition Post click: The post click measurement measures if transactions occurred within a defined period after clicking on an advertising medium. If the user completes a transaction on the site of the merchant within this defined period after clicking, a provision is paid to the publisher.
  • Post click - Scheme
    AFFILIATE
    Affiliate network
    Cashback
    Integration of advertising mediaon own site
    Visit
    Click
    USER
    SALE
    Remuneration
    Click cookie?
    No remuneration
    No
    Yes
    Click cookie(30 days)
  • 33. Post view - Definition
    • BVDW definition post view: The post view measurement measures if transactions occurred within a defined period after showing an advertising medium. If the user completes a transaction on the site of the merchant within this defined period after display of the advertising medium, a provision is paid to the publisher.
  • Post view - Scheme
    AFFILIATE
    Affiliate network
    Cashback
    Booking
    (own affiliate risk)
    USER
    Direct
    entry
    Visit
    48hrs
    SALE
    Yes
    Click cookie(96hrs)
    Remuneration
    PV remuneration
    No
    No
    Click cookie?
    View cookie?
    No remuneration
    Click cookie(30 days)
    Yes
  • 34. Post view - Involved parties
    Networks
    • Affiliate networksreact on marketdemand and offerown PV trackingsolutions
    • 35. Now, post view partnersareclearlyidentified
    • 36. Post view (view through) ismainly not in usein US networks
    Publisher
    • Buy remaining ranking inventory and market the advertising spaces by means of affiliate programmes at their own risk
    • 37. The condition for this is post view tracking
  • BVDW – Guidelines for post view
    Traffic limitation
    Selection of partners
    Determination of framework conditions for post view
    Placement
    Cookie runtime
    Remuneration
    Advertising media
  • 38. Partner selection
    • Partners book inventory on third-party sites
    - Normally, information on every delivery not possible
    - Definition of excluded websites
    • Closed group (only selected partners receive PV authorization)
    • 39. Individual post view entry conditions must be accepted and signed by every partner
    • 40. Now, large number of professional partners with a maximum of transparency
  • Post view – Cookie run time
    • Cookie tracking analogue click through
    • 41. Click cookie ALWAYS beats view cookie
    • 42. View cookie with shorter run time
  • Advertising media
    Definition ofminimumrequirementsto advertising media:
    • Minimum sizeofevery advertising medium: 234x60
    • 43. Multi-merchantbannerwith a maximumof 3 merchants (mostly logo + text)
    • 44. Noreloads and automaticrotations
    • 45. Guaranteed fade-in in visiblearea
    • 46. Text bannerwithgraphicreferencetothe relevant merchant
    • 47. The advertising medium must beclickable
  • Advertising media
    • Development of innovative advertisement forms
    • 48. e.g. animated multi-merchant banners
    • 49. Fade-in in visible area on Top AGOF sites
    • 50. Multi-merchant banner with clearly visible logo
    • 51. Support through informative text with many click options
  • Remuneration
    • Traffic broker book CPM inventoryattheirownrisk
    • 52. Remunerationofthemediaserviceismadeindirectly
    • 53. The provision for post view salescanthusvaryfromtheprovisionsnormallypaid in affiliatemarketing
    • 54. Depending on thecampaigntarget, lowerorhigherprovisionsarepaid
  • Placement
    • Fade-in in the initially non-visible area
    • 55. Post view cookie may not be placed until the visible area is reached
    • 56. Made possible by visibility tracking
    • 57. Fade-in in visible area
    • 58. Post view cookie may be placed
  • Traffic limitation
    • Possiblyusedtrackingswitchesrequire a click duringevery view
    • 59. Increasedserverload on themerchantside
    • 60. Useof a high-trafficlandingpage in thiscaseobligatory
    • 61. Traffic upperlimits per partnerensurerisk-freeuseof post view tracking
    • 62. By meansoftrafficupperlimitsthemaximumnumberofviewscanbecontrolled
  • Summary
    • Defineaims
    • 63. Defineframeworkconditions
    • 64. Closing individual contractswith post-view partners (liability!)
    • 65. Monitoring of post view activities
    • 66. Are all activepartnersauthorized?
    • 67. Are the advertising mediaintegratedcorrectly?
    • 68. Are trafficlimitsobservedor do theyhavetobemodified?
    • 69. Monitoring ofdevelopmentofoverallsales and channeldistribution
    • 70. QUISMA controls and monitorsthe post-view activities, maintains direct contacttothepartners, controlsthecookiesof all online activities and providescustomizedsolutions for post-view tracking
  • Start of a post-view campaign
  • 71. Post-view setup
    Optimization
    Initial considerations
    During the campaign
    • Monitoring the activities of the post-view partners
    • 72. Exclusion of unwanted websites (if required)
    • 73. Controlling the correct technical integration with the partners
    • 74. Controlling abuse by unauthorized partners
    • 75. Determining the time frame
    • 76. Determining post-view advertising media
    • 77. Determining post-view partners
    • 78. Define framework conditions
    • 79. Creating a high-traffic landing page, if required
    • 80. Definition of traffic limitation per partner
    • 81. Securing correct representation in statistics (e.g. via networks)
    • 82. Checking the quality of sales per partner
    • 83. Monitoring the development of the overall sales
    • 84. Revoking the post-view authorization for partners that are no longer active or unprofitable
    • 85. Update of advertising media and texts
    • 86. Observing market changes and taking them into account
  • Affiliate programme with PV
    • Takingintoaccountthecookieweighting
    • 87. Adaptingtheprovisionarrangements
    • 88. Observingincreased advertising performance
  • Increase potential by PV
    +30 sales
    + 2,550 EUR turnoverCPO for + 30 sales: 8 EUR
    • Reducing the provision arrangement for post-view partners in order to reduce CPO
    • 89. Compensating direct sales losses by means of increased performance in other channels
    • 90. In absolute terms, an increase of the sales is achieved with CPO remaining the same
    • 91. Values may vary, thus: individual assessment and adjustment to targets
  • Evaluation post-view success
    • Determination of OnTop potential by means of
    - Comparison of all channels before and after post-view promotion
    - Click/view path analysis
    - A/B test
    • Deduction: programme-specific settings for provision and cookie run time
  • Comparisonof all channels
    Sales per Day
    Overall Sales
    Significantincreaseofsaleswith Post-view
    15%
    Sales
    Sales
    Months
    Months
    • Post-view campaignpushes AM and SEM and otherchannels, whereapplicable
    • 92. Direct sales will decrease
    • 93. Overall sales will increase
  • Allocation
    Without Post-view
    With Post-view
    Affiliate
    n = 500
    Affiliate
    n = 620
    Post View
    n = 460
    18%
    14%
    20%
    55%
    27%
    26%
    40%
    SEM
    n = 750
    Direct Sales
    n = 1500
    SEM
    n = 830
    Direct Sales
    n = 1250
    TOTAL: 2.750 Sales
    Revenue: 233.750 EUR
    CPO: 8 EUR
    TOTAL: 3.160 Sales
    Revenue: 266.900 EUR
    CPO: 8 EUR
    • Minor decrease in direct sales (approx. 14%)
    • 94. Increase of overall sales and of turnover by approx. 15%
    • 95. Development of overall CPO depends on post view provisionTHUS: Adjustment of possible post view provision to maximum overall CPO possible
  • Weighting PV/shared conversions
    Click path analysis: Evaluation of frequency of individual paths and allocation of weightings of individual contacts. In most cases, several hundreds of combinations.
    PV > Affiliate > PV > SEM > PV
    SEM > SEM > PV > SEM
    20x
    200x
    • Post-view partner receives a provision
    • 96. Post-view remuneration only, if not other contact exists
    • 97. Post-view can push other channels -> Determination of correlation between channels
    • 98. Use of interaction effects of all channels and efficient use of post view
    • 99. Increased brand visibility through “free” display of advertising media
    PV
    100x
  • 100. Cookie run time post-view
    Sales with Postview
    Sales without Post-view
    No. Of Sales
    No. Of Sales
    Days
    Days
    • Cookie run times post view for 7 days post view tracking and “click before view” regulation
    • 101. Cookie run times for 30 days post view tracking and without “click before view” regulation
    • 102. “Click before view” regulation ensures fair allocation of sales
    • 103. In most cases, a short cookie run time of less than 96 hours is enough
  • Pitfalls
    • Defining adequate sites/contents
    • 104. Partner selection (closed group/entry conditions)
    • 105. Isolatedconsiderationof post view
    • 106. Control of post view authorization in the network
    • 107. Adjustment of cookie switch
    • 108. Taking into account shared conversions
    • 109. Traffic load (high traffic landing page)
    • 110. Coordination with existing cooperations (no multiple booking of websites)
  • Case study
    • Customer with online shop (industry: retail)
    • 111. Peak season: Christmas (December)
    • 112. Addition of post view as online channel in summer 2009(PV cookie: 4 days – 5 post view partners – standard provision)
  • Case study
    2008
    2009
    • General increase of sales level in 2009 due to intensive sales measures
    • 113. Post view integrates as additional advertising channel and supports existing measures
    • 114. Only minor cannibalisation of direct sales observed
  • Case study
    Development of the individual channels in 2009 in percentage
    • In the peak season high increase in the post-view area compared to affiliate
    • 115. Advertising pressure through post view and newsletter results in a clear increase also for SEM and SEO still showing effects in the following month
    • 116. In comparison, affiliate stable channel with low fluctuations
  • Case study
    Consequences:
    • Post-view has been in constant use since summer 2009
    • 117. Post-view partners are specifically addressed during the peak season
    • 118. Development of a maximum advertisement pressure during the peak season
    • 119. Provision of adequate post-view advertising media for the online campaign
    • 120. Evaluation of correlations of online channels
  • Summary
    • Post-view can result in a general sales increase
    • 121. Additional cost for sales increase must be calculated throughout all channels
    • 122. Detailed documentation of post-view activities important for evaluation
    • 123. Success/failure can be clearly proven
    • 124. Use of post-view for a limited period of time possible (e. g. during seasonal peaks)
    • 125. Cooperation with reliable and professional partners only
    In general it can be said:
    Not in all cases, post-view does lead to success. Individual adjustment to the own targets is a mandatory requirement.
  • 126. Q&A
    Thank you very much for
    your attention!
    www.quisma.com
    www.twitter.com/twisma
    www.quisma.com/facebook
    www.twoqubes.com
    QUISMA GmbH . Rosenheimer Straße 145i . 81671 München . Phone: 089/44 23 82-0