PubCamp 08 - Matt Bateman - Performance Based Advertising

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    PubCamp 08 - Matt Bateman - Performance Based Advertising - Presentation Transcript

    1. Performance-based Advertising Matt Bateman viva9
    2. PubCamp 2008 Matt Bateman
    3. Performance-based advertising How to make it work for you
    4. US Online market turns to performance
      • US Online advertising grew to $21.7 B in 2007 – 26% up vs 2006
      • Lead Generation = approx 7% ($1.5B)
      • Performance deals account for 51% of total online advertising spend!
      Source – IAB Internet advertising revenue report May 2008 Category 2008 2007 CPM or Impression 45% ($9,492) 48%($8,102) Performance Deals 51% ($10,817) 47% ($7,933) Hybrid 4% ($897) 5% ($844)
    5. Market Changes in Australia
      • Natural decentralization of Ad Spend online
      • Increasing number of Ad $s going to Search, Ad Networks, and Performance/Affiliate
      • Search spend is often a downstream spend supporting other ad campaigns
      • ‘ Portal’ strategies now being replaced by:
        • Ad Networks (Yahoo7)
        • Ad Exchanges
        • Diversified Performance strategies
      • Increasing sophistication in ad-serving and tracking is enabling agencies and clients to work with multiple networks, smaller publishers
    6. First things first – what the hell am I talking about?
      • CPC – Cost Per Click
      • CPL – Cost Per Lead
      • CPA – Cost Per Acquisition
      • CPS – Cost Per Sale
      • CPR – Cost Per Response (or Cardio-Pulmonary Resuscitation)
      • CPM – Cost Per Thousand
      • It really is CPW
      • In the Performance Marketing Space, Results count, and the actual tools are irrelevant
    7. Performance Marketing Tracking – how it works
    8. Publisher Perspective
      • Concerns over cannibilisation
      • Are you really maximising your inventory in terms of ad spend?
      • House ads should be almost non-existent now
      • Databases and Profiling – how to make the most out of these
      • What’s next?
        • Behavioural Targeting (Valueclick have just announced their first efforts in this space)
        • Consolidation across verticals
    9. Key Principles
      • - Pay only when the objective of the campaign has been achieved;
      • - Obtain centralised reporting, tracking and billing across all participating publishers without the need to pay for expensive third party tracking;
      • - Full approval of publishers/websites running the campaign. No Blind Buys.
    10. Affiliate Network
    11. Case Studies
    12. ANZ Cards– Lead Generation Open ended lead generation campaigns for the whole ANZ Credit Card range. Campaigns employ a c ombination of targeted eDM, using quality opt- in databases, and banner placement, through s elected affiliates. Campaign Examples
    13. Strawberrynet – Sales Campaign Objective – To drive sales of women’s cosmetics and men’s grooming products Delivery Channel – C ombination of targeted eDM, banner placement and search, through s elected affiliates within the Viva9 network. Affiliates were paid on a Commission basis based on sales. Results – Achieved in excess of $1 million in sales on a monthly basis Campaign Examples
    14. Coke Database build
      • THE END
    15.  

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