How to Make Your Digital Ads Work Lee Freund Director, Pharmaceutical Strategy PointRoll [email_address] 215-407-9186 http...
<ul><li>Perceived Creative Challenges </li></ul><ul><li>Reality </li></ul><ul><li>How to Maximize Results </li></ul>How to...
<ul><li>Low Resolution/ Low Quality Visual -  35K File Size </li></ul><ul><li>Banner Physical Dimensions </li></ul><ul><li...
<ul><li>Better Looking Visual – high resolution/100K images/Video </li></ul><ul><li>Larger Creative Palette – expandable f...
Rich Media enables you to  Fully Leverage the Digital Medium  Interaction Rates –  how many users engage with Message Aver...
<ul><li>Based on tactical Objective and what is to be Measured </li></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><u...
What Have We Learned?  <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-40...
Focused Approach Maximizes Results  <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_ad...
Focused Approach Maximizes Results  <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_ad...
<ul><li>Drive Users to Take Action </li></ul><ul><li>Boost Results – Flexible Optimization Levers </li></ul><ul><li>Receiv...
<ul><li>Develop unlimited combinations of visual variation </li></ul><ul><ul><li>Colors </li></ul></ul><ul><ul><li>Images ...
<ul><li>Listen – customer comes first </li></ul><ul><li>Measure – communication must elicit a measurable response </li></u...
<ul><li>Choose Format and Structure based </li></ul><ul><ul><li>Clearly Defined Objectives </li></ul></ul><ul><ul><li>Meas...
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How To Make Your Digital Ads Work MM&M Webcast June 2009

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How To Make Your Digital Ads Work MM&M Webcast June 2009

  1. 1. How to Make Your Digital Ads Work Lee Freund Director, Pharmaceutical Strategy PointRoll [email_address] 215-407-9186 http://video.webcasts.com/events/pmny001/viewer/index.jsp?eventid=30932 http://www.mmm-online.com/
  2. 2. <ul><li>Perceived Creative Challenges </li></ul><ul><li>Reality </li></ul><ul><li>How to Maximize Results </li></ul>How to Make Your Digital Ads Work <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  3. 3. <ul><li>Low Resolution/ Low Quality Visual - 35K File Size </li></ul><ul><li>Banner Physical Dimensions </li></ul><ul><li>Functionality </li></ul><ul><li>Measurement – less than .1% Click Through </li></ul>Perceived Creative Challenges Standard Display Ads Limit Results <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  4. 4. <ul><li>Better Looking Visual – high resolution/100K images/Video </li></ul><ul><li>Larger Creative Palette – expandable formats </li></ul><ul><li>Unlimited Functionality – distribute interactive content </li></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Print Questions for Doctor, PDFs, research, recipes, vouchers </li></ul></ul><ul><ul><li>Quiz, Poll, Game </li></ul></ul><ul><ul><li>Sign Up for text alerts, Opt-in Adherence Programs </li></ul></ul><ul><ul><li>Fair Balance Treatments </li></ul></ul>The Rich Media Reality Unlimited Opportunity & Results <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  5. 5. Rich Media enables you to Fully Leverage the Digital Medium Interaction Rates – how many users engage with Message Average Brand Interaction Times – how long Activities – what they did Panels & Panel Clicks – which Message drove conversion Video Completion Rate – engagement level Impression Click Engagement Metrics <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  6. 6. <ul><li>Based on tactical Objective and what is to be Measured </li></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Direct Response/Specific Action </li></ul></ul><ul><ul><li>Drive Traffic </li></ul></ul><ul><ul><li>Fair Balance/ISI </li></ul></ul><ul><li>Creative Assets </li></ul><ul><ul><li>Photography </li></ul></ul><ul><ul><li>Complex Animation and Graphics </li></ul></ul><ul><ul><li>Video </li></ul></ul>Format and Structure Considerations <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  7. 7. What Have We Learned? <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  8. 8. Focused Approach Maximizes Results <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  9. 9. Focused Approach Maximizes Results <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  10. 10. <ul><li>Drive Users to Take Action </li></ul><ul><li>Boost Results – Flexible Optimization Levers </li></ul><ul><li>Receive Actionable Data – Easily Identify Key Learning </li></ul><ul><li>Extend Life of Creative – Sequence </li></ul><ul><li>Speed Creative to Market – while Others are Pending Review </li></ul>Focused Approach Maximizes Results <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  11. 11. <ul><li>Develop unlimited combinations of visual variation </li></ul><ul><ul><li>Colors </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Call to action </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Function </li></ul></ul><ul><li>Easily create various ad versions </li></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>media placement </li></ul></ul><ul><li>Test and Optimize </li></ul>New Tools: Dynamic Ad Content Speed Learning and Improve Results <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  12. 12. <ul><li>Listen – customer comes first </li></ul><ul><li>Measure – communication must elicit a measurable response </li></ul><ul><li>Innovate – innovation is the key to solving problems </li></ul><ul><ul><ul><ul><li>… Les Wunderman </li></ul></ul></ul></ul>Digital Ads should Never Be Finished <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>
  13. 13. <ul><li>Choose Format and Structure based </li></ul><ul><ul><li>Clearly Defined Objectives </li></ul></ul><ul><ul><li>Measurement Requirements </li></ul></ul><ul><ul><li>Creative Assets </li></ul></ul><ul><li>Use a Single Panel Action Focused Approach </li></ul><ul><li>Listen, Measure, Innovate </li></ul>How to Make Your Digital Ads Work <ul><ul><ul><ul><li>Lee Freund Director, Pharmaceutical Strategy - PointRoll [email_address] 215-407-9186 </li></ul></ul></ul></ul>

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