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Fresh Egg Biddable World 2014 - View Through Conversions – Not Worth The Paper They Aren’t Printed On?

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A confusing title for a confounding topic. There’s been a contentious issue in the world of advertising for as long as there has been advertising: what’s the value of someone seeing an ad?

Some advertisers outright refuse to acknowledge view-throughs, while others warmly embrace them.

During this presentation we’ll look at the validity of the view-through, understanding a little of the mechanics behind them and how we might go about assigning, and perhaps even forecasting, real value to the view-through effect of digital advertising.

Nate Wood, Head of International Search for Fresh Egg was one of the speakers at the Biddable World event in January 2014.

Published in: Marketing, Technology, Business
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Fresh Egg Biddable World 2014 - View Through Conversions – Not Worth The Paper They Aren’t Printed On?

  1. 1. Biddable World 2014 View Through Conversions – Not Worth The Paper They Aren’t Printed On?
  2. 2. Digital Advertising Evolution Understanding Where We’ve Come From
  3. 3. Advertising is Everywhere
  4. 4. Digital Demands Accountability • Digital marketing sold on the last click • Last click is now an “old” model, but still predominant • Attribution difficult & expensive to do properly • Attribution is very much an all or nothing activity • Advertisers happy to run PR, Print & TV with an assumed brand uplift • For Display additional value is not always obvious
  5. 5. View Through Conversions User Sees Ad, But Does Not Click User Visits Site Using Another Channel & Converts Ad Platform Ties Up Conversion To Initial Impression
  6. 6. View Through Conversions • Not to be mistaken with click assisted conversions • VTCs are essentially an uplift metric • Primarily associated with Display, but Adwords also has impressions assists • Not visible in Google Analytics or most other analytics packages • Use of ad tracking software such as Doubleclick/Atlas/MediaMind will show impression assisted conversions across ad channels
  7. 7. The VTC Arguments For Against • Brand exposure has a lingering value • Display advertising creates an intent rather than answering it • Observable effect from TV and offline campaigns • Large brands still engage in pure branding advertising • Banner blindness • Digital advertising is so noisy brand effects must be negligible • Performance data shows low engagement • Unseen impressions cannot affect the conversion, but are still counted
  8. 8. Ad Exposure Effects
  9. 9. Exposure Increases Affinity • Mere exposure effect – repeated exposure to something leads to more favourable reaction • Study* tested reader reactions to banners in a 5 page article where the ad was outside the focal area • Findings were an increased ability to identify the brand (perceptual fluency) • Increased fluency = increased positive evaluation of the ad/brand which can affect subsequent cognitive actions *An Examination of Different Explanations for the Mere Exposure Effect - Fang, Singh, Ahluwalia, 2007.
  10. 10. Exposure Affects Other Channels Source: The Silent Click: Building Brands Online
  11. 11. Exposure Affects Other Channels Source: The Silent Click: Building Brands Online
  12. 12. Exposure Affects Site Engagement Source: The Silent Click: Building Brands Online
  13. 13. Exposure Affects Site Engagement Source: The Silent Click: Building Brands Online
  14. 14. Efficiencies Enhance The Effect • Improved targeting & audience identification • RTB purchasing enables granular placement of ads • Google taking steps to ensure ads only paid for if actually seen • Can already tell whether an ad position is viewed within the browser • Integrated use of advertising channels further increases effectiveness
  15. 15. Forecasting & Measuring VTCs Needles & Haystacks
  16. 16. Forecasting VTC Is Impossible Creative Other marketing Inventory VTC Performance Season Immediacy Budget
  17. 17. Measuring VTC • Need some understanding of previous VTC performance • Uplift is dependent on activity within other channels • Identifying uplift is difficult, but not impossible • Extrapolation & correlation • Correlation is not necessarily causation, but it’s a start • Uplift could be in different metrics each time
  18. 18. Real Example • Client running a display campaign between 25th October and 16th December • PPC is main driver of traffic, so looking at visitor number is selfserving • Adwords display campaign, contextual targeting, no demographic preference, no managed placements • Adwords reports 357 VTC delivered during period, 486 last click conversions (uploaded from GA)
  19. 19. Real Example
  20. 20. Testing VTCs In Your Ad Platform Testing The Concept
  21. 21. Simple A/B Ad Testing Actual Ad Secondary, NonBranded Ad 100 Reported VTCs  0 Reported VTCs
  22. 22. Conclusion & Takeaways Thoughts for Future Planning
  23. 23. In Conclusion • VTCs are exactly what TV, Print, Outdoor, PR would like to report • VTCs aren’t for everyone, but I recommend everyone assesses them • Effects can be hard to find, harder to quantify • Positive and negative testing is recommended
  24. 24. Takeaway Suggestions Keep an open mind Don’t knee-jerk react – give the effects time Test, test, and test again – scientific method as much as possible & don’t stagnate Look in unexpected places & interrogate the data to find effects Test your display platform
  25. 25. Takeaway Suggestions Understand brand engagement value Separate last click, assisted and VTC Do not be afraid to reject VTCs or to accept them Get buy-in from everywhere in your business Always sanity check cost against value
  26. 26. Thank You For Listening! Questions: @natewood woodn@freshegg.com
  27. 27. Recent Fresh Egg Resources Essential Guide To Social Advertising http://www.freshegg.co.uk/guide-to-social-media-advertising Campaign Tagging For Google Analytics http://www.freshegg.co.uk/campaign-tagging-cheatsheet Widget - Page Performance Metrics http://www.freshegg.co.uk/page-performance-metrics

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