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Online Display Advertising Chris Sietsema Back in the Black: April 28 – 29, 2011
Why Online Display <ul><li>Increase Awareness </li></ul><ul><ul><li>Grow Demand </li></ul></ul><ul><ul><li>Lift Search Vol...
<ul><li>Fallacies about Online Display Advertising </li></ul>3
<ul><li>#1 - It’s “Banner Advertising” </li></ul>
Beyond Banners Source: Nielsen IAG
Beyond Banners
<ul><li>#2 - It’s Awareness Only </li></ul>
Retargeting Ad Network Client Website
<ul><li>#3 - It’s Expensive </li></ul>
Performance Based
Impact of Social Advertising
Metrics – What to Expect 0.11% CTR
Research Tools
Popular Networks Best Performing Networks : July – December 2010
Targeting
Creative Source: DoubleClick for Advertisers
Testing
Best Practices <ul><li>Don’t Place a Buy Without… </li></ul><ul><ul><li>A 3-day Out Clause </li></ul></ul><ul><ul><li>Mult...
Questions? <ul><li>Chris Sietsema </li></ul><ul><li>Teach to Fish Digital </li></ul><ul><li>[email_address] </li></ul><ul>...
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BITB -- Online Display Advertising

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Chris Sietsema's presentation for agencyside's "Back in the Black" training for digital account teams.

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  • Transcript of "BITB -- Online Display Advertising"

    1. 1. Online Display Advertising Chris Sietsema Back in the Black: April 28 – 29, 2011
    2. 2. Why Online Display <ul><li>Increase Awareness </li></ul><ul><ul><li>Grow Demand </li></ul></ul><ul><ul><li>Lift Search Volume </li></ul></ul><ul><ul><li>Improve Inquiries </li></ul></ul><ul><li>Utilize as a Component </li></ul><ul><ul><li>Value Add for Integrated Campaigns </li></ul></ul><ul><li>Retention & Loyalty </li></ul>
    3. 3. <ul><li>Fallacies about Online Display Advertising </li></ul>3
    4. 4. <ul><li>#1 - It’s “Banner Advertising” </li></ul>
    5. 5. Beyond Banners Source: Nielsen IAG
    6. 6. Beyond Banners
    7. 7. <ul><li>#2 - It’s Awareness Only </li></ul>
    8. 8. Retargeting Ad Network Client Website
    9. 9. <ul><li>#3 - It’s Expensive </li></ul>
    10. 10. Performance Based
    11. 11. Impact of Social Advertising
    12. 12. Metrics – What to Expect 0.11% CTR
    13. 13. Research Tools
    14. 14. Popular Networks Best Performing Networks : July – December 2010
    15. 15. Targeting
    16. 16. Creative Source: DoubleClick for Advertisers
    17. 17. Testing
    18. 18. Best Practices <ul><li>Don’t Place a Buy Without… </li></ul><ul><ul><li>A 3-day Out Clause </li></ul></ul><ul><ul><li>Multiple Creatives in Various Sizes </li></ul></ul><ul><ul><li>Ability to Change Out Creative (ad server) </li></ul></ul><ul><ul><li>Your Own Tracking Code </li></ul></ul><ul><ul><li>Landing Page </li></ul></ul>
    19. 19. Questions? <ul><li>Chris Sietsema </li></ul><ul><li>Teach to Fish Digital </li></ul><ul><li>[email_address] </li></ul><ul><li>480.389.5435 </li></ul><ul><li>linkedin.com/in/sietsema </li></ul><ul><li>Twitter: @sietsema </li></ul><ul><li>slideshare.net/sietsema </li></ul>
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