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


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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<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 /><br /><br />Dan Pflock<br />Product Manager, Media Products<br />617-933-5634<br /><br /><br />
  38. 38. Questions?<br />