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Hello Vancouver.
2
Who am I?
John S. Fanous
VP, National Sales &
Shopper Marketing
Who is Mediative?
We help businesses cut through the digital clutter so they
can better perform in an otherwise complex di...
experts that work across four
Canadian offices in Vancouver,
Kelowna, Toronto and Montreal.150
5
Finding your audience
is getting tougher and murkier than
ever in digital marketing.
It’s a bit like a dark forest.
6
You are exposed to an
average 3,000 ads per
day.
How close are you to buying anything
when you are seeing those ads?
7
What Mediative does for partners:
Monetization
Maximize the value of every visit to your digital
properties, and discove...
8
Mediative Buyer Network, including:
9
Top 10 Research Book: 300+ printed
copies made and distributed at
events.
From our lab
9
SERP Research:
eBook: How to be...
10
What we wanted to find out in this study
1.  How display ads can drive purchase behavior?
2.  Are searchers more respons...
11
Methodology
1,439 Participants In-Lab Eye Tracking Online Surveys &
Follow Ups
12
Thesis:
The ability of ads to
influence people increases
as they come closer to a
purchase decision.
1/3
1/3 of respondents felt that
online advertising could
influence them no matter
what stage in the buying
cycle they were...
Display ads are 39% more likely
to influence web users when
they are researching a
potential purchase vs when
they have no...
Learnings
Relevancy of ads cannot
be overstated in importance.
40%
of people took an action from seeing an ad
because it was relevan...
Clicks are not (necessarily)
conversions.
53% of people said they were more likely to
search online for the product featur...
Clicks on ads are not the only
actions that lead to purchase.
1 in 2 people who searched after being
exposed for the produ...
Age influences how much
of an impact display ads
have.
Income influences how
much of an impact
display ads have.
Gender influences how
much of an impact
display ads have.
How can advertisers increase the
likelihood of capturing people’s
attention and driving purchase
behavior?
advertiser
acti...
Ad creative
1.
Have ad creative reflective of
the shoppers individual stage
in the buyer funnel.
24
Identify. Capture. Convert.
Leverage quality 1st party data
2.
Use audience data, lookalike modeling and
retargeting in display campaigns to ensure ad...
Consider the age of your audience
3.
If your target audience is older, up to two dozen
impressions of an ad might be neces...
Know your audience
4.
Know your audience and understand their
likely behavior when creating goals for
your online display ...
It’s not just about the click
5.
Ads will drive other behaviors in people, not just
a banner click.
Unifying your conversi...
Consider the income of your
audience
6.
Lower earners (ie: students) are more so
influenced by ads with deal-based value
pr...
Use discounts strategically
7.
Use data to surgically reach people with a high intent
to buy and a high likelihood of bein...
Let digital data insights drive
offline media strategy
8.
Insights on performing data segments and
digital consumer targeti...
32
•  An average consumer hates to be sold to, but loves to buy.
•  Relevancy and personalization are key.
•  Measure more...
33
Get the full paper
Mediative.com/iab-roadshow
Available on Twitter for questions:
@Mediative
Thank you!
Questions?
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IAB Canada Roadshow 2015: How Can Online Display Ads Directly Drive Purchase Behaviour?

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Join Mediative on the 2015 IAB Canada Roadshow as the discuss online display ads and purchasing behaviour.

For More Information : Mediative.com/iab-roadshow

Published in: Marketing
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IAB Canada Roadshow 2015: How Can Online Display Ads Directly Drive Purchase Behaviour?

  1. 1. Hello Vancouver.
  2. 2. 2 Who am I? John S. Fanous VP, National Sales & Shopper Marketing
  3. 3. 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.
  4. 4. experts that work across four Canadian offices in Vancouver, Kelowna, Toronto and Montreal.150
  5. 5. 5 Finding your audience is getting tougher and murkier than ever in digital marketing. It’s a bit like a dark forest.
  6. 6. 6 You are exposed to an average 3,000 ads per day. How close are you to buying anything when you are seeing those ads?
  7. 7. 7 What Mediative does for partners: Monetization Maximize the value of every visit to your digital properties, and discover new sources of revenue with our range of custom publisher solutions. Performance Find qualified audiences, capture their attention and convert them by ensuring a clear path to purchase and a maximum ROI. Data Leverage our first party data and knowledge on how to deliver the right message to qualified audiences across all digital marketing channels. Mediative Lab Combine the latest innovative technologies and data-driven research to drive digital performance.
  8. 8. 8 Mediative Buyer Network, including:
  9. 9. 9 Top 10 Research Book: 300+ printed copies made and distributed at events. From our lab 9 SERP Research: eBook: How to begin with a local-social strategy. eBook and Infographic: Introduction to Programmatic Buying Report and Infographic: 80% of Canada’s Top Retailers Online Listings are Inaccurate eBook and Infographic: Canadian Automotive Industry Benchmarks eBook: How to drive more in-store traffic eBook: How to drive more sales online Blog: URL Optimization Best Practices Blog: 49 mobile Stats for 2015 Blog: Post view Conversions, an important display advertising metric Blog: Organic Click-Through rates in 2014 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
  10. 10. 10 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?
  11. 11. 11 Methodology 1,439 Participants In-Lab Eye Tracking Online Surveys & Follow Ups
  12. 12. 12 Thesis: The ability of ads to influence people increases as they come closer to a purchase decision.
  13. 13. 1/3 1/3 of respondents felt that online advertising could influence them no matter what stage in the buying cycle they were at.
  14. 14. Display ads are 39% more likely to influence web users when they are researching a potential purchase vs when they have no intent to buy. 39%
  15. 15. Learnings
  16. 16. Relevancy of ads cannot be overstated in importance. 40% of people took an action from seeing an ad because it was relevant to a need or want, or relevant to something they were doing at the time.
  17. 17. Clicks are not (necessarily) conversions. 53% of people said they were more likely to search online for the product featured in the ad they were exposed to prior.
  18. 18. Clicks on ads are not the only actions that lead to purchase. 1 in 2 people who searched after being exposed for the product’s ad purchased a product from that brand.
  19. 19. Age influences how much of an impact display ads have.
  20. 20. Income influences how much of an impact display ads have.
  21. 21. Gender influences how much of an impact display ads have.
  22. 22. How can advertisers increase the likelihood of capturing people’s attention and driving purchase behavior? advertiser actionables.8
  23. 23. Ad creative 1. Have ad creative reflective of the shoppers individual stage in the buyer funnel.
  24. 24. 24 Identify. Capture. Convert.
  25. 25. Leverage quality 1st party data 2. Use audience data, lookalike modeling and retargeting in display campaigns to ensure ads are relevant to the target audience.
  26. 26. Consider the age of your audience 3. 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 their attention.
  27. 27. Know your audience 4. Know your audience and understand their likely behavior when creating goals for your online display ad campaigns.
  28. 28. It’s not just about the click 5. 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).
  29. 29. Consider the income of your audience 6. 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.
  30. 30. Use discounts strategically 7. 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 discounts.
  31. 31. Let digital data insights drive offline media strategy 8. Insights on performing data segments and digital consumer targeting can help you better purchase and provision offline media.
  32. 32. 32 •  An average consumer hates to be sold to, but loves to buy. •  Relevancy and personalization are key. •  Measure more than just clicks. Conclusion: Converse with your consumer, don’t yell at them.
  33. 33. 33 Get the full paper Mediative.com/iab-roadshow Available on Twitter for questions: @Mediative
  34. 34. Thank you! Questions?

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