Lvima1 2007-static

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Thanks LVIMA and Shawn Rorick for the wonderful event. …

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

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Transcript

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