Lvima1 2007-static

877 views
843 views

Published on

Thanks LVIMA and Shawn Rorick for the wonderful event.

Here is a copy of the presentation. Feel free to link to it (although the animation online doesn’t work.) If you would like me to email a file, please leave me a comment with your name, email, and company in the comments section of this post.

Comments always appreciated

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
877
On SlideShare
0
From Embeds
0
Number of Embeds
27
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • .
  • .
  • Lvima1 2007-static

    1. 1. Beyond the Last AdHarrison MagunSenior Director, Advertiser Tools and TechnologiesAtlas Advertiser & Microsoft<br />* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    2. 2. * This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    3. 3. Crediting ROI to Ads<br />The “Last Ad” Standard<br /><ul><li>Last Ad Clicked
    4. 4. Last Ad Viewed</li></ul>The Reality<br />Campaigns reach consumers multiple times, across multiple channels, over extended periods of time <br />Search<br />Google<br />Banner<br />Yahoo<br />Rich Media & <br />Sponsorship MSN<br />Banner<br />CNet<br />Banner<br />Sky Sports<br />Email campaign<br />$<br />$<br />$<br />$<br />$<br />$<br />* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    5. 5. %<br />94<br />Percent of engagement touchpoints ignored by the Last Ad Standard.<br />* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    6. 6. MSN<br />Yahoo<br />CNet<br />Duplication<br />Microsoft <br />Media Network<br />Ad.com<br />The Reality of Cross-Site Duplication<br />MSN<br />Microsoft Advertising Institute:<br /><ul><li>1/3 reach of a campaign is to users across multiple sites
    7. 7. 2/3 of converters come from users reached across sites
    8. 8. Frequency of overlapped consumers is 4 times greater</li></ul>Yahoo<br />Cnet<br />DrivePM<br />Ad.com<br />* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    9. 9. Search + Display Synergy<br />* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    10. 10. How Much of Sponsored Search is Navigational?<br />48.3%<br />Repeat<br />Clicks<br />All Sponsored <br />Search Clicks<br />59.6%<br />Branded Keywords<br />71%<br />Navigational Search<br />* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    11. 11. The Long Road to Conversion<br />18.5<br />90<br />16.7<br />60<br />30<br />13.8<br />Cumulative Frequency<br />21<br />12.3<br />14<br />10.7<br />7<br />8.4<br />2<br />5.5<br />1<br />2.2<br />* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    12. 12. The Digital Purchase Funnel<br />* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    13. 13. A Better Model for <br />ROI Attribution<br />* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    14. 14. Daypart<br />Order<br />Targeted<br />Interactions<br />A New Model for Conversion Attribution<br />Week 1<br />Week 2<br />Week 3<br />Week 4<br />C<br />Frequency<br />Recency<br />Conversion<br />Attribution<br />=<br />Ad Size<br />Rich Media<br />* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file<br />
    15. 15. Short windows = Shortsighted ROI<br />94% more data beyond the last ad.<br />75% of View Conversion Windows are Less than 14 Days<br />Month 1<br />Month 2<br />Month 3<br />$<br />Sale<br />In-Stream<br />Video<br />Social<br />Media <br />Portal<br />Search<br />
    16. 16. Need Ideas?<br /><ul><li> Insist on holistic data management
    17. 17. Be brave about moving from the last click
    18. 18. …but don’t lose yourself in terabytes of red herrings
    19. 19. Take small steps…then evaluate decisions
    20. 20. Be leaders in your organizations</li></li></ul><li>Thank You!<br />Questions? <br />Harrison Magun<br />Director, Advertiser Tools and Technologies<br />harrison.magun@microsoft.com<br />Blog: digitalCMO.com<br /> * check here for copy of presentation<br />

    ×