Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Three Tools for Understanding Ad Reach: Did my display campaign reach anybody I care about?<br />A look at reach and frequ...
Today’s presenters<br />Damian Roskill, Managing Director, Marketing at Compete<br />Dan Pflock, Product Manager,  Media P...
Webinar logistics<br />Today’s webinar will be recorded. You will be emailed a link.<br />Please enter your questions in t...
Introduction to Compete<br />Founded in 2000, joined WPP/Kantar in 2008<br />Passionate about understanding consumers to i...
Agenda<br />Webinar (20-25 min)<br />Why do we need to pay attention to reach and frequency metrics?<br />What sources do ...
Why do we advertise?<br />
To move the needle!<br />
Target  audience<br />
How loud do you want to be?<br />
How is your campaign performing?<br />
Reach and Frequency<br />
What tool do you trust to measure your campaigns’ reach?<br />
The reach and frequency challenge:<br />You set precise audience targets when purchasing online media<br />But do you real...
Three tools for reach measurement<br />Local Analytics<br />Ad Server Reporting<br />Panel Supported Campaign Measurement<...
Local analytics<br />
Ad server reporting<br />
Do you really know who your campaigns reach?<br />
Do you know the demographics of the audience your campaigns reach?<br />
Ad R/F<br />Actionable Metrics:<br /><ul><li>UVs  (“cumes”)
Impressions
Reach
Exposure Frequency
Demographic Composition
Age
Income
Gender</li></ul>20<br />
Ad R/F Demo<br />
Ad R/F<br />How it Works:<br /><ul><li>Unifies panel and tag-based measurement
Upcoming SlideShare
Loading in …5
×

Three Tools for Understanding Ad Reach: Did my display campaign reach anybody I care about?

2,154 views

Published on

As a media professional, you spend a huge amount of time on ad targeting to get to your ideal customer. But during and after the campaign, how do you know if you’re actually reaching who you care about? During this webinar, Dan Pflock, Compete’s Product Manager of Online Media Products, and Damian Roskill, Managing Director of Marketing, will review multiple techniques for tracking advertising reach and identify gaps in these systems. In addition, they’ll show how Compete’s Ad R/F™ product can help you optimize your display campaigns for maximum effectiveness.

Published in: Business, Technology
  • Be the first to comment

Three Tools for Understanding Ad Reach: Did my display campaign reach anybody I care about?

  1. 1. Three Tools for Understanding Ad Reach: Did my display campaign reach anybody I care about?<br />A look at reach and frequency measurement and how to optimize for success. <br />June 2011<br />
  2. 2. Today’s presenters<br />Damian Roskill, Managing Director, Marketing at Compete<br />Dan Pflock, Product Manager, Media Products at Compete<br />
  3. 3. Webinar logistics<br />Today’s webinar will be recorded. You will be emailed a link.<br />Please enter your questions in the Questions box. We will answer as many as possible at the end.<br />If you have technical difficulties, try loggingback in or use a different browser<br />The Twitter hashtag for today’s webinar is #CompeteRF<br />
  4. 4. Introduction to Compete<br />Founded in 2000, joined WPP/Kantar in 2008<br />Passionate about understanding consumers to inspire great marketing<br />Leverage a panel of over 2 million US consumers to create products for competitive research, media planning and advertising effectiveness.<br />Most well known for our Compete PRO product found at Compete.com<br />World-class advertiser, agency and media clients<br />Strategic partnerships to enable marketing optimization and provide holistic view of consumers<br />
  5. 5. Agenda<br />Webinar (20-25 min)<br />Why do we need to pay attention to reach and frequency metrics?<br />What sources do we have for these metrics?<br />Demo of Compete Ad R/F<br />How to optimize reach & frequency and minimize wasted spend<br />Q&A (10-15 min)<br />
  6. 6. Why do we advertise?<br />
  7. 7. To move the needle!<br />
  8. 8. Target audience<br />
  9. 9. How loud do you want to be?<br />
  10. 10. How is your campaign performing?<br />
  11. 11. Reach and Frequency<br />
  12. 12. What tool do you trust to measure your campaigns’ reach?<br />
  13. 13. The reach and frequency challenge:<br />You set precise audience targets when purchasing online media<br />But do you really know who you’re reaching?<br />
  14. 14. Three tools for reach measurement<br />Local Analytics<br />Ad Server Reporting<br />Panel Supported Campaign Measurement<br />
  15. 15. Local analytics<br />
  16. 16.
  17. 17. Ad server reporting<br />
  18. 18. Do you really know who your campaigns reach?<br />
  19. 19. Do you know the demographics of the audience your campaigns reach?<br />
  20. 20. Ad R/F<br />Actionable Metrics:<br /><ul><li>UVs (“cumes”)
  21. 21. Impressions
  22. 22. Reach
  23. 23. Exposure Frequency
  24. 24. Demographic Composition
  25. 25. Age
  26. 26. Income
  27. 27. Gender</li></ul>20<br />
  28. 28. Ad R/F Demo<br />
  29. 29. Ad R/F<br />How it Works:<br /><ul><li>Unifies panel and tag-based measurement
  30. 30. Utilizes pixel tracking for precise impression counts
  31. 31. Audience composition metrics are driven by the industry’s largest online panel of two million consumers </li></ul>tag <br />panel<br />Ad R/F<br />22<br />
  32. 32. Optimization<br />
  33. 33. Publisher 1<br />Publisher 2<br />100,000 impressions<br />400 ad-referred visits<br />40 conversions<br />80% male<br />Your Website<br />Optimizing without reach and frequency data<br />
  34. 34. Publisher 1<br />Publisher 2<br />100,000 impressions<br />10% male / 90% female<br />400 ad-referred visits<br />40 conversions<br />80% male<br />Your Website<br />Optimizing the audience<br />
  35. 35. Publisher 1<br />Publisher 2<br />100,000 impressions<br />10,000 ‘uniques’<br /> (freq = 10.0)<br />400 ad-referred visits<br />40 conversions<br />80% male<br />Your Website<br />Optimizing the frequency<br />
  36. 36. Let’s recap what we learned<br />We spend time preparing and targeting ad campaigns but often don’t know who was actually reached.<br />Your local analytics don’t give a complete picture of a campaign audience. <br />Panel supported analytics provide the deepest audience insight.<br />Campaign effectiveness can be increased and wasted spend minimized by optimizing reach and frequency<br />
  37. 37. Thank you… <br />Damian Roskill<br />Managing Director, Marketing<br />617-933-5670<br />droskill@compete.com<br />www.compete.com<br />Dan Pflock<br />Product Manager, Media Products<br />617-933-5634<br />dpflock@compete.com<br />www.compete.com<br />
  38. 38. Questions?<br />

×