Digg

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  • The topic of this panel is what metrics do we use to measure success? When we launched DiggAds, the metric we used was simple – we took the best possible ad to put in front of the Digg community and compared that to a story about the same thing as the ad, and this is the answer we got. If we want to be successful with ads, we need to make ads fit into the user experience.
  • Digg

    1. 1. DiggAds Smash Summit <ul><li>May 12, 2010 </li></ul>Bob Buch VP Business Development, Digg Twitter: @bobbuch
    2. 2. The Future of Online Advertising
    3. 3. 0.1% CTR 0.5% CTR 5.3% CTR
    4. 4. StoryAd ContentAd
    5. 6. If the auction says the market price is a $5 eCPM then this is what Virgin pays: $5 eCPM / 0.1% CTR = $5 CPC $5 eCPM / 5% CTR = $0.10 CPC
    6. 8. Conversion: 0.5%  20% Digg Widget shows other popular Mint blog stories on Digg Building brand loyalty: Bounce rate from 98% to less than 50%.
    7. 9. Back to Trader Joe’s

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