Lvima1 2007-static

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

Crediting ROI to Ads
The “Last Ad” Standard
Last Ad Clicked
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
$
$
$
$
$
$

%
94
Percent of engagement touchpoints ignored by the Last Ad Standard.

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
2/3 of converters come from users reached across sites
Frequency of overlapped consumers is 4 times greater
Yahoo
Cnet
DrivePM
Ad.com

Search + Display Synergy

How Much of Sponsored Search is Navigational?
48.3%
Repeat
Clicks
All Sponsored
Search Clicks
59.6%
Branded Keywords
71%
Navigational Search

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

The Digital Purchase Funnel

A Better Model for
ROI Attribution

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

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

Need Ideas?
Insist on holistic data management
Be brave about moving from the last click
…but don’t lose yourself in terabytes of red herrings
Take small steps…then evaluate decisions
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

Lvima1 2007-static

by digitalcmo on May 28, 2010

Accessibility

Upload Details

Usage Rights

2 Embeds 24

Statistics

Lvima1 2007-static — Presentation Transcript

http://www.slideshare.net	19
url_unknown	5