This presentation explores the main issues that help to optimize media campaigns. Case studies and conclusions. - What frequency is the most efficient for a campaign, creative? - What is the duration of media effect? - Which creative or site gives more results? - How to choose effective sites? The advertising materials analyzed in this presentation: 10 slide: http://newage.com.ua/rabota_video/rabota.html http://newage.com.ua/rabota_b1/rabota_smart.html http://newage.com.ua/rabota_b2/rabota_HRs.html 11 slide: http://newage.com.ua/MOYO/moyo.html

1. CAPABILITIES OF
HOLISTIC ANALYSIS

2. Analysis and Reporting
Media indicators
• Impressions
• CPM, vCPM
• Reach (reach of target audience)
• Frequency
• CPU
• CTR
• Traffic indicators
Post-Click actions
• Visits
• Bounce rate
• Session duration
• % of new users
• Conversion rate
• Target actions
Post-view actions
• Visits
• Conversion rate
• Visibility of target pages
• Time to target action
• Analysis of placements
• Analysis creative ads
Quality control
• Viewability
• Targets check
• Frequency-check
• Bot-check report
• Traffic-check report
• Url-report
• Visual check
Agile-approach
HOLISTIC ANALYSIS IN OUR UNDERSTANDING
ECOSYSTEM OF HOLISTC ANALYSIS

3. COMPREHENSIVE APPROACH TO DISPLAY ADVERTISING
Formation of interest
Now we can track
online behavior using cookies-matching and user-id

4. Source of data: auditor's data, agency expertise
Post-view
cookies-matching
Post-click
From 22% to 88%
conversions — Post-view
Are you sure that you do not lose
data and make the right
conclusions?
Post-view user-id
IMPORTANCE OF POST-VIEW ANALYSIS

5. TOOLS FOR OPTIMIZING CAMPAIGNS
Determination of the optimal frequency
Creativity Efficiency
The duration of the media effect
Optimization of platforms / targeting
Building a primary attribution card
1
2
3
4
5

6. Determination of the optimal frequency
What is the frequency of the campaign?
Having the data of the Holistic Analysis, it is possible to unload what number of users
carried out the transitions after the contact at each frequency

7. Client: employment site
TА: job seekers
Period: March 2018
Goal: submission of CV
Conclusions: The frequency of 5-6 per campaign is
borderline in terms of the efficiency of the transitions, we
use it as input for planning
0 2,500,000 5,000,000
1
2
3
4
5-6
7-9
10-14
15-19
20-34
0 50,000 100,000
1
2
3
4
5-6
7-9
10-14
15-19
20-34
Coverage Cost СРU Post-view transition Cost
Post-view transition
15 uah. 0,93 uah.
x2 1,11 uah.
x3 1,35 uah.
x4 1,26 uah.
x5 1,29 uah.
x8 1,36 uah.
x12 1,48 uah.
x17 1,63 uah.
x27 2,02 uah.
Data source: auditor's data, agency expertise, calculation formula Стоимость Post-view перехода=Охват*Стоимость CPU/Post-view переходы
EFFECTIVENESS IN DEPENDENCE ON FREQUENCY
Frequency

8. Coverage Post-view transition Cost
Post-view transition
1 1 5,83 uah.
2 2 6,61 uah.
3 3 7,91 uah.
4 4 6,25 uah.
5-6 5-6 9,69 uah.
7-9 7-9 12,84 uah.
10-14 10-14 17,46 uah.
15-19 15-19 23,91 uah.
20-34 20-34 43,62 uah.
Client: retail /e-commerce
TА: 25-45
Period: November 2017
Goal: transition to site
Conclusion: Given the client's activity and budget, the
optimal frequency for the campaign was 4 impressions per
unique user per month. Further frequency build-up is
inefficient
Frequency
EFFECTIVENESS IN DEPENDENCE ON FREQUENCY
Data source: auditor's data, agency expertise, calculation formula Стоимость Post-view перехода=Охват*Стоимость CPU/Post-view переходы

9. Client: retail, stationery
TА: Internet users with children
Period: July-August 2017
Goal: increase sales, increase brand awareness
Conclusion: According to the level of knowledge at the
moment, it is optimal for a brand to make "noisy"
campaigns with high frequency
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000
1
2
3
4
5-6
7-9
10-14
15-19
20-34
35-49
50-74
75-99
100 +
0 500 1,000 1,500
1
2
3
4
5-6
7-9
10-14
15-19
20-34
35-49
50-74
75-99
100 +
Coverage Cost СРU Post-view transition Cost
Post-view transition
18 uah. 60,78 uah.
36 uah. 76,10 uah.
54 uah. 96,22 uah.
72 uah. 71,47 uah.
91 uah. 57,29 uah.
145 uah. 52,45 uah.
235 uah. 53,63 uah.
308 uah. 46,28 uah.
489 uah. 53,56 uah.
760 uah. 96,17 uah.
1 140 uah. 122,58 uah.
1 575 uah. 97,11 uah.
1 810 uah. 89,29 uah.
Frequency
EFFECTIVENESS IN DEPENDENCE ON FREQUENCY
Optimalfrequency
Data source: auditor's data, agency expertise, calculation formula Стоимость Post-view перехода=Охват*Стоимость CPU/Post-view переходы

10. Creativity efficiency
Which creative works better, and which is worse?
Having the data of the Holistic Analysis, we can track how the user behaved after seeing a
particular creative.

11. Transition / Conversion
4,2% / 1,2%
Conclusion: In a particular campaign, the banner worked
better video, closing the already formed demand. Banner,
which mentioned high salary, worked better (by 23%)
Video Banners
Data source: Auditor's data
Transition / Conversion
3,9% / 1,4%
Transition / Conversion
5,2% / 1,2%
CREATIVE EFFICIENCY
* Real campaign materials you can look at the links in the slide description

12. Client: retail /e-commerce
TА: 25-45
Period: November 2017
Goal: transition to site
Conclusion: Do not expect that the user will remember
the specific model. If it is important to promote a
particular product - make the entry points on the site
In main page
of site
Transition 0,9% Transition 1% Transition 1% Transition 1,3%
Data source: Auditor's data
CREATIVE EFFICIENCY
* Real campaign materials you can look at the links in the slide description

13. Client: foods and beverages
TА: online-users
Period: Mart 2016
Goal: increase in % transition and conversion
Conclusions: a banner with a specific cost indication
attracted significantly more users, with a higher level of
conversion. At the same time, the same banners worked
the other way around on other type of platform.
Data source: Auditor's data
CREATIVE EFFICIENCY
0,6% 1,5%Transition >
3,5% 4,1%Conversion >

14. The duration of the media effect
How long does the user remember your message?
Having the data of the Holistic Analysis, we can analyze how users reacted to the
advertising campaign after a while

15. 1.60%
0.90%
0.60%
0.20% 0.20%
1 день 2 дня 3 дня 4 дня 5 дней
Client: retail /e-commerce
TА: online-buyers
Period: Mart 2017
Goal: transition to site
Conclusions: The main media effect is concentrated
within 1-3 days. It is necessary to use the appropriate
weekly and daily restrictions in planning
Source of data: auditor's data, agency expertise
Distribution of users to the site by days
MEDIA EFFECT
1 day 2 days 3 days 4 days 5days

16. Source of data: auditor's data, agency expertise
1 day 2 3 4 5 6 7 8 9 10 11 12 13 14 15th day
Post-click Post-view
18% 83%
Users change by day
Conclusions: The main media effect was concentrated
up to 2 days and lasted up to 7-8 days
MEDIA EFFECT
Client: employment site
TА: job seekers
Period: March 2018
Goal: submission of CV

17. Optimization of platforms / targeting
What platforms/ targeting work?
Having the data of the Holistic Analysis, it is easy for us at the campaign level to prioritize
what tools work and which ones do not

18. Client: employment site
TА: job seekers
Period: March 2018
Goal: submission of CV
Conclusions: Differences in platforms / targeting are
enormous, it is important to do slices as often as possible.
On the fact of the campaign, the optimization of the conversion
cost was 34% on banner advertising, 52% on video
Branding
3-5%
Transition
3-9% Video
3-31%
Banner
Source of data: auditor's data
OPTIMIZATION OF PLATFORMS / TARGETING

19. Client: browser
TА: online-users
Period: December 2016
Goal: increase in market share
Conclusion: Understanding the reasons for such a
cardinal difference in the effectiveness of sites, we
realized that the frequency of contact and the quality of
the audience
Video
0,1-0,3%
Platform Yandex
0,3-1,2%
Banners
0,1-0,5%
OPTIMIZATION OF PLATFORMS / TARGETING
Source of data: auditor's data
Transitiontosite

20. Client: car brand
TА: potential buyers
Period: April 2018
Goal: go to the site / download price list
Conclusions: A wide initial planning allows to significantly
optimize the campaign / A certain category does not work
- specific locations work
3.3%
0.4%
3.1%
0.5%
0.3%
5.2%
MotoristsCoverage + Target Buyers Retargeting
Source of data: auditor's data, agency expertise
OPTIMIZATION OF PLATFORMS / TARGETING
Transitiontosite

21. Building a primary attribution card
The user after the contact does not purchase immediately,
how to build customer journey map?
Having the data of the Holistic Analysis, we can understand through which channel and
using what "chain" of contacts the user passed before the conversion.

22. Split the transitions from media placements to three channels
Распределение трафика
64% 23% 13%
Client: retail /e-commerce
TА: smartphone owners
Period: September 2017
Goal: transition to site
Conclusions: If you look at the section of the campaign -
23% of all media traffic returned through organic search
Source of data: auditor's data, agency expertise
CUSTUMER JOURNEY MAP
OtherOrganiсPaid

23. Video
Client: employment site
TА: those who are interested in finding employment
Period: March 2018
Goal: submission of CV
Conclusions: If you look at the sites, the share of "paid"
traffic is very different, which makes it possible to optimize
the campaign
59%
71%
18%
35%
40%
32% 36%
47%
30%
19%
32% 34%
30%
37% 36%
31%
Source of data: auditor's data, agency expertise
CUSTUMER JOURNEY MAP
BrandingBanners
Theshareof"paid"traffic

24. 5%
11%
14%
18%
24%
13%
11%
15%
mail.ru baskino.me kinogo.co ex.ua fs.to 1+1 megogo.net megogo.net Branding
Client: shopping club
TА: online-buyers
Period: September-October 2016
Goal: registration/buying
Conclusion: It is logical that the difference between
"non-paid“(organic) traffic is also quite strong.
Accordingly, optimization depends on the goals and
activity of the client on performance campaigns
Source of data: auditor's data, agency expertise
CUSTUMER JOURNEY MAP
Shareof"non-paid"traffic

25. DATA HOLISTIC ANALYSIS OPTIMIZATION RESULT
Post-view
Post-click
We have enough data and tools to answer the above
questions. This helps in several ways to optimize
advertising campaigns and directly impact business results
of our customers
Collect data, analyze it and draw the
right conclusions – this is digital!

26. THANK YOU FOR ATTENTION