IAB Canada Roadshow 2015: How Can Online Display Ads Directly Drive Purchase Behaviour?
Who am I?
John S. Fanous
VP, National Sales &
Who is Mediative?
We help businesses cut through the digital clutter so they
can better perform in an otherwise complex digital
landscape, and ultimately identify, capture and convert
more potential customers.
experts that work across four
Canadian ofﬁces in Vancouver,
Kelowna, Toronto and Montreal.150
Finding your audience
is getting tougher and murkier than
ever in digital marketing.
It’s a bit like a dark forest.
You are exposed to an
average 3,000 ads per
How close are you to buying anything
when you are seeing those ads?
What Mediative does for partners:
Maximize the value of every visit to your digital
properties, and discover new sources of revenue
with our range of custom publisher solutions.
Find qualified audiences, capture their attention
and convert them by ensuring a clear path to
purchase and a maximum ROI.
Leverage our first party data and knowledge on
how to deliver the right message to qualified
audiences across all digital marketing channels.
Combine the latest innovative technologies
and data-driven research to drive digital
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Blog: URL Optimization Best
Blog: 49 mobile Stats for
Blog: Post view Conversions, an
important display advertising
Blog: Organic Click-Through rates in
Blog: SERP Infographic
01/2014 02/2014 03/2014 04/2014 05/2014 06/2014 07/2014 08/2014 09/2014 10/2014 11/2014 12/2014 01/2015 02/2015 03/2015 04/2015 05/2015 06/2015 07/2015
Unique ﬁle views of content in 2014 increased 29% over 2013
What we wanted to ﬁnd out in this study
1. How display ads can drive purchase behavior?
2. Are searchers more responsive to display ads at different
stages in the buying cycle?
3. What actions do people take that can lead to a purchase?
Leverage quality 1st party data
Use audience data, lookalike modeling and
retargeting in display campaigns to ensure ads
are relevant to the target audience.
Consider the age of your audience
If your target audience is older, up to two dozen
impressions of an ad might be necessary in
order to increase the likelihood of capturing
Know your audience
Know your audience and understand their
likely behavior when creating goals for
your online display ad campaigns.
It’s not just about the click
Ads will drive other behaviors in people, not just
a banner click.
Unifying your conversion pixel and move to
post-view conversion attribution allows you to
value the ﬁrst impression to land (display) as
the last click standing (search).
Consider the income of your
Lower earners (ie: students) are more so
inﬂuenced by ads with deal-based value
props, making them more likely to engage
with ads offering discounts.
Use discounts strategically
Use data to surgically reach people with a high intent
to buy and a high likelihood of being interested in your
product or service through price incentives.
Turn interest into desire with coupons and/or
Let digital data insights drive
ofﬂine media strategy
Insights on performing data segments and
digital consumer targeting can help you better
purchase and provision ofﬂine media.
• An average consumer hates to be sold to, but loves to buy.
• Relevancy and personalization are key.
• Measure more than just clicks.
Converse with your consumer,
don’t yell at them.
Get the full paper
Available on Twitter for questions: