1. 5 Rules for Effective
Display Advertising
Feb 2012
2. Agenda
• About Vizury
• About display advertising
1. Establish Accurate & Robust measurement system
2. Use Advanced Targeting options
3. Optimize Creatives by Experimentation
4. Use Retargeting
5. Ask for Reports and Insights
Feb-12 Copyright Vizury 2011. All Rights Reserved. 2
3. About Vizury
• Leading personalised retargeting company in APAC, and expanding into EU
• Founded & run by a team with a strong online advertising background
• Series A funding by leading Venture Capital firms, Ojas & Inventus
• Powered by proprietary technologies for behavioral segmentation, dynamic
creatives & data driven response optimization
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4. Display advertising
Sold by Hotwire to AT&T in 1994
468x60
• Graphical advertising on the WWW
• Appears next to content on web pages, IM applications, email, etc.
– Or as pop ups
• Typically in standard sizes, expandable ads
• Can include text, logos, pictures, animations, audio, interactivity, etc
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5. Display Value Chain
* Source: ADZ presentation at ATS Singapore 2011
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6. Rule 1: Establish Accurate & Robust
Measurement system
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7. Baseline incurred & target CPA
Marketing Cost
CPM CPC CPA RPT LR
Profit
Cost Per Cost per Cost per Revenue per Lifetime
Thousand Click Acquisition Transaction Revenue
=
Rs 50 Rs 12 Rs 600 Rs 150 Rs 750 = Rs 150
Commission / Revenue
Target CPA = Rs 400
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8. Understand what works for your
business
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9. Rule 2: Use Advanced Targeting Options
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10. Targeting – traditional
• Issue: Not possible to pre-identify audience
• Workaround: Placement on portals with high reach or high
likelihood target audience presence
• Result: De-amplification of Voice, Dilution of Ad Spend
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11. Targeting – Audience
• Pre-identify relevant and high quality audience
• Message shown exactly and only to selected audience
• Result: Amplified and more effective messaging, Optimal
Returns on Spend
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12. Rule 3: Optimize Creatives by Experimentation
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13. Optimize your Creatives
• Build great creatives
– Highlight your logo
– Have a clear call to action
– Highlight the offer
– Show product snapshots where applicable
– Use simple animations where applicable
• Experiment with A/B testing
– Call to action messages
– Layouts
– Colors
• Rotate banners every month
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15. Rule 4: Use Retargeting
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16. What is Retargeting?
1. Visitor lands on the Visitor
Furniture Village website.
Researches products; but
drops off.
2. Continues browsing
Advertiser’s other sites. Sees highly
Website personalized/relevant ads
of Furniture Village based
on behavior.
3. Clicks on the ad and
is brought back to the
Furniture Village
website Publisher
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17. Personalised Retargeting Banners
• Typical Use Case
– Visitor searched for Apple iPhone 4S on xyz.com
– Drops off without buying
– Personalized banner created dynamically and displayed on other sites user browses
• Performance Metrics
– CTR improves by 5x and Conversion rate improves by 3x
Relevant discounts/offers to drive higher
conversions
Customized Product Names of last seen
and recommended products
Customized Product Image
Recent Prices with discounts offered
Clear call to action takes user directly to
transaction page
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18. Retargeting Best Practices
• Don’t Overbear or Under-serve
– Daily frequency capping
– Lifetime frequency capping
– Day capping
• Understand your view-through window
– Look at 48 hr, 15 day and 30 day view-through windows
• Have an Incredible Network Reach
– Ensure you reach the user fast with optimal frequency before intent dilutes
• Selective treatment
– Treat shopping cart drop offs differently
– Focus more energies on high frequency visitors
– Spend more on users coming from search
– Have higher impression caps for tier 2 cities
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19. Rule 5: Ask for Reports and Insights
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20. View Through Report – 30 days
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22. Recap
1. Establish Accurate & Robust Measurement
2. Use Advanced Targeting Options
3. Optimize Creatives by Experimentation
4. Use Retargeting
5. Ask for Reports & Insights
Feb-2012 Copyright Vizury 2012. All Rights Reserved. 22
23. Thank You
Gourav Chindlur
gourav@vizury.com
+91 99163 27821
