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Beyond
Be ond the Last Ad      Atlas Instit te
                              Institute
   Engagement Mapping   Young-Bean ...
Crediting Conversions to Ads
       The “Last Ad” Standard                           The Reality
       –   Last Ad Clicke...
Cross Channel Synergy



                        | 3
Impact of reaching users across search and display
                    Conversion Rate Comparison




                    ...
Cross Site Duplication



                         | 5
The Reality of Cross Site Duplication

                     Site B’s
                     Exclusive
                     R...
Navigational Search



                      | 7
Sponsored Search Ads Mostly Navigational


                  Non-Branded       Branded           Total


   First Click   ...
Engagement Mapping



                     | 9
Sophisticated Engagement Modeling
Conversion Attrib tion
Con ersion Attribution

           Week 1        Week 2        We...
Understanding Engagement Mapping




                                   11
How is Engagement Mapping Actionable?

                                              Yahoo has 15% more conversions


    ...
Engagement Mapping Agency/Advertiser Benefits
• Brings strategy back to the business
   –   It’s not all about search anym...
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20080415 Slides E Map Advertisers

  1. 1. Beyond Be ond the Last Ad Atlas Instit te Institute Engagement Mapping Young-Bean Song
  2. 2. Crediting Conversions to Ads The “Last Ad” Standard The Reality – Last Ad Clicked Campaigns reach consumers multiple times, across – Last Ad Viewed multiple channels, over extended periods of time Banner Rich Media & Banner Banner Search Yahoo Sponsorship MSN CNet Sky Sports Google $ $ $ $ $ $ | 2
  3. 3. Cross Channel Synergy | 3
  4. 4. Impact of reaching users across search and display Conversion Rate Comparison © Microsoft. All Rights Reserved 4
  5. 5. Cross Site Duplication | 5
  6. 6. The Reality of Cross Site Duplication Site B’s Exclusive Reach Site A’s B Exclusive Reach Total Campaign Reached A Overlapped C Reach Site C’s Exclusive Atlas Institute Reach E • 1/3 reach of a campaign is to D users across multiple sites • 2/3 of converters come from Site E’s Site D’s users reached across sites Exclusive Exclusive Reach Reach • Frequency of overlapped consumers is 4 times greater g | 6
  7. 7. Navigational Search | 7
  8. 8. Sponsored Search Ads Mostly Navigational Non-Branded Branded Total First Click 29.0% 22.7% 51.7% Repeat Click 11.4% 36.9% 48.3% Total 40.4% 59.6% 100.0% 71% of Sponsored Search Clicks are Navigational | 8
  9. 9. Engagement Mapping | 9
  10. 10. Sophisticated Engagement Modeling Conversion Attrib tion Con ersion Attribution Week 1 Week 2 Week 3 Week 4 C Frequency Daypart Conversion Recency Order Attribution = Ad Size Targeted Rich Media Interactions | 10
  11. 11. Understanding Engagement Mapping 11
  12. 12. How is Engagement Mapping Actionable? Yahoo has 15% more conversions Last Ad Engagement Mapping Site Cost Impressions Clicks Conversions CPA Conversions CPA Yahoo! $10,000 3,333,333 15,000 150 $67 173 $58 ESPN $10 000 $10,000 1 250 000 1,250,000 2 500 2,500 125 $80 119 $84 Google $15,000 0 16,667 500 $30 400 $38 DrivePM $11,000 2,200,000 9,900 198 $56 282 $39 Totals $46,000 6,783,333 44,067 973 $47 973 $47 E-Map allows you to customize the impact New conversion metrics are calculated of each of these variables: + Reach and available in MyReports + Frequency + Recency Enabling quick and easy multi-variable + Ad Size + Ad Type optimization across channels + Rich Media Interactions + Multiple Click Throughs 12
  13. 13. Engagement Mapping Agency/Advertiser Benefits • Brings strategy back to the business – It’s not all about search anymore y – Frequency matters – Promotes integrated media planning – Longer consideration windows g • No additional cost or workflow • New accountability for CPC/CPA deals beyond de- duplication d li ti • Help bring offline dollars online • Better reporting, not raw logs reporting © Microsoft. All Rights Reserved 13

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