5 Rules for Effective Display Advertising

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  • 1. 5 Rules for EffectiveDisplay Advertising Feb 2012
  • 2. Agenda• About Vizury• About display advertising1. Establish Accurate & Robust measurement system2. Use Advanced Targeting options3. Optimize Creatives by Experimentation4. Use Retargeting5. Ask for Reports and Insights Feb-12 Copyright Vizury 2011. All Rights Reserved. 2
  • 3. About Vizury• Leading personalised retargeting company in APAC, and expanding into EU• Founded & run by a team with a strong online advertising background• Series A funding by leading Venture Capital firms, Ojas & Inventus• Powered by proprietary technologies for behavioral segmentation, dynamic creatives & data driven response optimization Feb-2012 Copyright Vizury 2012. All Rights Reserved. 3
  • 4. Display advertising Sold by Hotwire to AT&T in 1994 468x60• Graphical advertising on the WWW• Appears next to content on web pages, IM applications, email, etc. – Or as pop ups• Typically in standard sizes, expandable ads• Can include text, logos, pictures, animations, audio, interactivity, etcFeb-12 Copyright Vizury 2011. All Rights Reserved. 4
  • 5. Display Value Chain * Source: ADZ presentation at ATS Singapore 2011Feb-12 Copyright Vizury 2011. All Rights Reserved. 5
  • 6. Rule 1: Establish Accurate & Robust Measurement systemFeb-2012 Copyright Vizury 2012. All Rights Reserved. 6
  • 7. Baseline incurred & target CPA Marketing Cost CPM CPC CPA RPT LR Profit Cost Per Cost per Cost per Revenue per Lifetime Thousand Click Acquisition Transaction Revenue = Rs 50 Rs 12 Rs 600 Rs 150 Rs 750 = Rs 150 Commission / RevenueTarget CPA = Rs 400 Feb-12 Copyright Vizury 2011. All Rights Reserved. 7
  • 8. Understand what works for your businessFeb-2012 Copyright Vizury 2012. All Rights Reserved. 8
  • 9. Rule 2: Use Advanced Targeting OptionsFeb-2012 Copyright Vizury 2012. All Rights Reserved. 9
  • 10. Targeting – traditional • Issue: Not possible to pre-identify audience • Workaround: Placement on portals with high reach or high likelihood target audience presence • Result: De-amplification of Voice, Dilution of Ad SpendFeb-12 Copyright Vizury 2011. All Rights Reserved. 10
  • 11. Targeting – Audience • Pre-identify relevant and high quality audience • Message shown exactly and only to selected audience • Result: Amplified and more effective messaging, Optimal Returns on SpendFeb-12 Copyright Vizury 2011. All Rights Reserved. 11
  • 12. Rule 3: Optimize Creatives by ExperimentationFeb-2012 Copyright Vizury 2012. All Rights Reserved. 12
  • 13. Optimize your Creatives• Build great creatives – Highlight your logo – Have a clear call to action – Highlight the offer – Show product snapshots where applicable – Use simple animations where applicable• Experiment with A/B testing – Call to action messages – Layouts – Colors• Rotate banners every monthFeb-2012 Copyright Vizury 2012. All Rights Reserved. 13
  • 14. Feb-2012 Copyright Vizury 2012. All Rights Reserved. 14
  • 15. Rule 4: Use RetargetingFeb-2012 Copyright Vizury 2012. All Rights Reserved. 15
  • 16. What is Retargeting? 1. Visitor lands on the Visitor Furniture Village website. Researches products; but drops off. 2. Continues browsingAdvertiser’s other sites. Sees highly Website personalized/relevant ads of Furniture Village based on behavior. 3. Clicks on the ad and is brought back to the Furniture Village website Publisher Feb-2012 Copyright Vizury 2012. All Rights Reserved. 16
  • 17. Personalised Retargeting Banners• Typical Use Case – Visitor searched for Apple iPhone 4S on xyz.com – Drops off without buying – Personalized banner created dynamically and displayed on other sites user browses• Performance Metrics – CTR improves by 5x and Conversion rate improves by 3x Relevant discounts/offers to drive higher conversions Customized Product Names of last seen and recommended products Customized Product Image Recent Prices with discounts offered Clear call to action takes user directly to transaction page Feb-2012 Copyright Vizury 2012. All Rights Reserved. 17
  • 18. Retargeting Best Practices• Don’t Overbear or Under-serve – Daily frequency capping – Lifetime frequency capping – Day capping• Understand your view-through window – Look at 48 hr, 15 day and 30 day view-through windows• Have an Incredible Network Reach – Ensure you reach the user fast with optimal frequency before intent dilutes• Selective treatment – Treat shopping cart drop offs differently – Focus more energies on high frequency visitors – Spend more on users coming from search – Have higher impression caps for tier 2 citiesFeb-2012 Copyright Vizury 2012. All Rights Reserved. 18
  • 19. Rule 5: Ask for Reports and InsightsFeb-2012 Copyright Vizury 2012. All Rights Reserved. 19
  • 20. View Through Report – 30 daysFeb-2012 Copyright Vizury 2012. All Rights Reserved. 20
  • 21. Banner Performance ReportFeb-2012 Copyright Vizury 2012. All Rights Reserved. 21
  • 22. Recap1. Establish Accurate & Robust Measurement2. Use Advanced Targeting Options3. Optimize Creatives by Experimentation4. Use Retargeting5. Ask for Reports & InsightsFeb-2012 Copyright Vizury 2012. All Rights Reserved. 22
  • 23. Thank You Gourav Chindlur gourav@vizury.com +91 99163 27821