This session will cover topics like creative ad formats, conversions tracking, targeting and re-targeting, rotation & optimization, reach & frequency, performance measurement, data verification and programmatic buying - via Sizmek. This will be an ideal opportunity for Brand Managers, Digital Media/Marketing Managers, Creative Managers and Media Planners to explore opportunities to utilize their digital ad spend more effectively.

1. 7 tips to boost
Digital Advertising
Hassan Khan | www.hassank.com
@hassank
@hassankhanlive
/in/hassankh

4. 90% of global
marketers can’t
calculate the ROI
of their digital
marketing spend.

8. Digital Marketing ROI Recipe
Ingredients
▸Display
▸Rich
▸Video
▸Mobile
▸Social
▸Search
▸Email
Cross Channel
▸Campaigns
Historical
Data
▸Global,
Regional &
Local Industry
Benchmarks
History &
Bench -marks
▸Branding
▸Engagement
& Conversion
▸Customer
Retention
▸Reach
▸KPIs
Objective
▸Innovative Ad
Formats such
as BillBoard
▸Custom
Interactions
e.g. Tap to
Call/SMS
▸Videos
Instream /
Outstream
▸Dynamic Ads
▸Data Capture
Creative
▸Use Smart
Media
Planning Tool
▸Programmatic
Buying
Media
Planning &
Buying
▸Targeting
▸Re-targeting
▸Optimization
Audience
▸Aggregate
view of Cross
Channel Data
& Instant KPI
▸One Click
PPT
▸36 pre-
defined
reports
Analytics

9. 11 Tips to Boost Digital Advertising ROI
1. Use Third Party Ad Serving
2. Integrate Multiple Channels
3. Engage your Users
4. Make Targeted Creative
5. Rotate Multiple Ads
6. Optimize Best Performing Ads
7. Make Multiple Versions
8. Track Conversions
9. Measure Beyond Clicks
10. Verify your Data
11. Buy Audience not Impressions

10. Tip #1
Third Party Ad
Serving

11. 3rd-Party Ad Serving – The Basics
 Third-Party Ad Serving is the technology that
pushes ads out onto a website allowing the
agency to track the performance of these ads.
 Why do agencies rely on third party ad
serving?
 Accountability
 Control
 Simplifying the process and bring all parties together
 Access to Rich Media

12. What was happening in Past?
Agency

13. Agency
What’s happening now?

14. The Open Ad Stack
Benefits of 3rd party ad serving
Transparency
Activation
Flexibility
Empowerment
Data Creative

15. Tip #2
Multiple Channel
Integration

16. Our Industry matures

17. But
has
become
disjointed

18. Search
Display
Networks
Mobile
ConsumersMedia Suppliers
Disjointed Campaign Management
Agencies
Industry
Challenges
• Fragmentation
• Noise
• Inefficiency
Media
Agency
Creative
Agency
Advertisers

19. Media
Agency
Creative
Agency
Advertisers
Search
Mobile
Networks
Display
Connecting all Stakeholders
ConsumersAgencies Technology Media Suppliers
 Resolves fragmentation
 Overcome noise
Integrated reach
Impact & relevancy
Optimization
 Addresses inefficiency

20. Sizmek Breathes all channels
Video Display Social Natural
Search
Paid
Search
HTML5 Flash

21. Tip #3
User Engagement

22. First impressions count
 An interactive ad unit with compelling content engages
your audience and increases brand favorability.
 Users are more likely to engage while on the page they’re
viewing.
 Rich media and Video outperforms standard across all
brand metrics; drives better engagement, performance,
and campaign results.

23. consumer engagement

24. making
sense

25. You remember:
30% what you see
50% what you see & hear
70-90% what you see, hear
& touch

27. direct
response

28. Confucius
Tell me, and I will forget.
Show me, and I may remember.
Involve me, and I will understand.
孔夫子 (551-479 BCE)
new media
old proverb

29. Tip #4
Creative Targeting

30. Multiple Targeting

31. Targeting Strategies
 Geo Targeting
 ISP Targeting
 Keyword targeting
 Contextual targeting
 Retargeting

32. Geo-Targeting
 Geo-targeting is based on
user’s IP Address
 Target on the Country,
State/Region, City level

33. Personalize Local Messages
▸Local
promotions
▸Local
franchise
information
and contacts
▸Local weather

34. Weather Targeting
 Dynamically customize your creative
based on the weather
 Ability to display current local weather
conditions as well as future forecasts
Weather demo

35. ISP Targeting

36. Keyword Targeting
 Serve ads based on information about the
end-user that is passed by the publisher
 Verify with the publisher that they can send
us information and what keywords will be
used

37. Keyword Targeting
▸ Target based on publisher keyword

38. Contextual Targeting
 Page content is
determined and
an appropriate
ad is served

39. Contextual Targeting
Semantic
Analyzes every page’s
content holistically to
understand meaning
Site/Section Level
Categorizes pages based on
classification of whole site
Categorizes pages based on the
presence of individual words
COMPETITION VS Peer39
Keyword-based

40. I’ll be
backconsumer retargeting

41. The worst mistake businesses
can make in modern marketing is
allowing customers to
slip off the radar

42. Retargeting
 Allows advertisers to target visitors of their site with specific ads to match their interest
 Sizmek retargeting tag is placed on advertisers site. When users visit, their computer receives
a Sizmek cookie, allowing us to identify them when they are exposed to Sizmek ads

43. State Based

44. Use Multiple Targeting Strategies
A bank may have a targeted ad of online PTCL bill payments for users who
 are bank’s online banking customers (Retargeting)
 are based in Karachi (Geo Targeting)
 use PTCL internet (ISP Targeting)

45. Tip #5
Ad Rotation

46. Create Multiple Ads for each target group
Rotate your rich and standard ads, as well as messages to ensure the best user experience

47. Even Distribution

48. Weighted Distribution

49. Calendar Based

50. Time Based

51. Tell Story in a Sequence / Advance Sequence

52. Reach & Frequency
Set frequency cap by user, day, placement and campaign

53. Auto Optimization
• Set to auto optimize by any metric
•CTR
•Dwell Rate
•Interaction Rate
•Conversions Rate
•Post Click Conversions Rate
•Post Impressions Conversions Rate
•Specific Conversions
•Specific Interactions

54. Better ads play more

55. Winner takes it all

56. Tip #7
Conversions Tracking

57. What is a conversion?
 A user who does some meaningful activity on the advertiser site is
considered “converted”
 Which actions are considered meaningful is defined by the advertiser
 Can be a purchase, signing up for a newsletter, download PDF, fill a form ...
 An additional way to judge the campaign’s success – and to check what
contributed to this success most…
 Tracking requires dedicated tags for each action or behavior

58. 59
Count the number of times users have visited a certain page or taken a certain
action, after seeing an ad for a campaign
Counter Conversion Tags

59. 60
Sales Conversion Tags
Count the value and number of items purchased by users who have seen/clicked an ad
(Sales tags are typically placed on the “Thank You” page after a transaction is completed)

61. A user is served an ad for advertiser X

62. A cookie is written to the user’s browser
The cookie contains information about;
The time the ad was displayed
If it was clicked
Site name
Campaign name
Ad name

63. At a later stage the user visits
the advertiser X’s website and
lands on a page with a
conversion tag set up.
The conversion tag is called - the
conversion tag info and the
user’s cookie information are
sent to Sizmek

64. The match between the tag and the cookie
information is checked
(i.e. – if the user previously saw an ad for
the same advertiser the conversion tag
belongs to)
If there is a match – the conversion
information is recorded by Sizmek

65. TAG TYPE INFORMATION
All o Conversion tag ID
o All ads seen for advertiser
o When the ads were seen
o If the ads had a click through
Counter o Frequency capping information
o Optional: SessionID
o Custom Variable(s)
Sales o Quantity of items purchased
o Revenue
o Optional: Order ID, Product ID, Product Information
o Custom Variable(s)
The following information is kept:

66. Questions?

67. Key Takeaways
 Target & Re-target your customers with engaging ads
 Video boosts ROI dramatically
 Mobile is the key to personalized marketing
 The future is Programmatic Buying