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20080415 Slides E Map Publishers
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20080415 Slides E Map Publishers

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  • 1. Engagement Mapping: 15 April, 2008 Beyond the Last Ad
  • 2. © 2007 Atlas—All rights reserved. 2
  • 3. Conversion Attribution The “Last Ad” Standard The Reality – Last Ad Clicked Campaigns reach consumers multiple times, times across multiple channels over channels, – Last Ad Viewed extended periods of time Banner Rich Media & Banner Banner Search Yahoo Sponsorship MSN CNet Sky Sports Google C ters C C Convert C C ? © 2007 Atlas—All rights reserved. 3
  • 4. Atlas Institute Research • Atlas provides DMI’s: Digital Marketing Insights • Th Atl I tit t publishes an ongoing series of Di it l M k ti The Atlas Institute bli h i i f Digital Marketing Insights that highlight best practices. These reports are based on anonymous data collected from thousands of online campaigns. © 2007 Atlas—All rights reserved. 4
  • 5. Cross Channel Interactions © 2007 Atlas—All rights reserved. 5
  • 6. The impact of reaching users across search and display Conversion Rate Comparison Key Insight Display impressions deserve an “assist” for many conversions. © 2007 Atlas—All rights reserved. 6
  • 7. Cross Site Duplication © 2007 Atlas—All rights reserved. 7
  • 8. The reality of cross site duplication MSN MSN Atlas Institute Yahoo • 1/3 reach of a campaign is to / f Yahoo users across multiple sites Key Insight Cnet CNet Many conversions are come from • y of converters 2/3 Duplication shared betweenh d across sites users reached sites. i • Frequency of overlap is 4 DrivePM DrivePM Ad.com times exclusive reach Ad.com © 2007 Atlas—All rights reserved. 8
  • 9. The Navigational Nature of Search © 2007 Atlas—All rights reserved. 9
  • 10. Sponsored Search Ads Mostly Navigational Non- Branded Branded Total First Visit 29% 23% 52% Repeat Visit 11% 37% 48% Total 40% 60% 100% Key Insight 71% of Sponsored Search Last in the sales funnel, navigational Clicksi are Navigational search often gets 100% of conversion h ft t f credit © 2007 Atlas—All rights reserved. 10
  • 11. ABBetter M d l f Model for Conversion Attribution © 2007 Atlas—All rights reserved. 11
  • 12. Advanced Conversion Attribution CNet CNet Y! Y! ESPN Y! AOL Y! ╬╬ ╬╬╬ ╬╬╬ C * Frequency * Daypart *R Recency * Day of Week Conversion * Ad Size = * Targeting Attribution * Creative Type * Geography * Interactions * Above-the-fold * Order © 2007 Atlas—All rights reserved. 12
  • 13. How is Engagement Mapping Actionable? Ad.com has 15% more conversions Last ad Engagement Mapping Site Cost Impressions Clicks Conversions CPA Conversions CPA Ad.com $12,000 4,000,000 20,000 200 $60 230 $52 Broadband Ent. $10,000 1,250,000 2,500 125 $80 188 $53 Google $15,000 0 16,667 500 $30 400 $38 Yahoo! $15,000 3,000,000 13,500 270 $56 278 $54 Totals $52,000 8,250,000 52,667 1,095 $47 1,095 $47 What changes? • Advertising.com p g performance improves. p • Broadband Enterprise’s role is revealed. • Search shares credit for some conversions. © 2007 Atlas—All rights reserved. 13
  • 14. Engagement Mapping Publisher Benefits • Display captures credit for assisting search – Publishers will get paid for reaching the right audience with quality inventory. • Higher CPMs justified for better content, reach – Bi b t for i h di id Big boost f rich media, video, l larger ads. L d Less remnant t inventory. • Frequency g q y gets its due – More ads to converters results in more credit—“last ad” calls this waste. • Bring offline dollars online – EM is based on fundamental marketing principles—traditional marketers get it. © 2007 Atlas—All rights reserved. 14
  • 15. Request Conversion Information: Share Reports • While conversion information is private for each of our agency/advertiser clients, you may ask to ‘Share a Report’ – Ad ti il h ti ith bli h ithi i information with publishers within Advertisers can easily share conversion i f the Media Console • Conversion information will be populated in your existing reports in additional columns and you can optimize your inventory for maximum impact with this new data. © 2007 Atlas—All rights reserved. 15
  • 16. Thank You! John Chandler-Pepelnjak johncp@microsoft.com j h @ i f

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