Capabilities of 'Comprehensive Analysis' of digital ad campaigns

CAPABILITIES OF
COMPREHENSIVE
ANALYSIS

Analysis and Reporting
Media metrics
• Impressions
• CPM, vCPM
• Reach (reach of target audience)
• Frequency
• CPU
• CTR
• Traffic metrics
Post-Click actions
• Visits
• Bounce rate
• Session duration
• % of new users
• Conversion rate
• Desired actions
Post-view actions
• Visits
• Conversion rate
• Visibility of target pages
• Time to desired action
• Analysis of placements
• Analysis of creative ads
Quality control
• Viewability
• Targets check
• Frequency-check
• Bot-check report
• Traffic-check report
• Url-report
• Visual check
Agile-approach
COMPREHENSIVE ANALYSIS THE WAY WE SEE IT
ECOSYSTEM OF COMPREHENSIVE ANALYSIS

COMPREHENSIVE APPROACH TO DISPLAY ADVERTISING
Demand generation
Now we can track
online behavior using cookies-matching and user-id

Source of data: data of third party measurement provider, agency expertise
Post-view
cookies-matching
Post-click
22% - 88% of all
conversions are post-view
Are you sure that you are not losing
data and making the right conclusions?
Post-view user-id
IMPORTANCE OF POST-VIEW ANALYSIS

TOOLS FOR CAMPAIGN OPTIMIZATION
● Finding the optimal frequency
● Analysis of creatives efficiency
● Estimation of media effect lifetime
● Optimization of ad platforms / targeting
● Building of a primary attribution card
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5

Finding the optimal frequency
What is the optimal frequency of the campaign?
Having the data of the ‘Comprehensive Analysis’, it is possible to understand what number
of users visited advertiser’s website at each frequency

Client: job search website
TА: job seekers
Period: March 2018
Goal: submission of CV
Conclusion: 5-6 ad impressions per user per campaign is
border frequency in terms of the efficiency of traffic
generation. We use this as input data for planning.
Campaign coverage (views) СРU Post-view visits Cost of
Post-view visit
0.55 $ 0,034 $
x2 0,041 $
x3 0,050 $
x4 0,048 $
x5 0,047 $
x8 0,050 $
x12 0,055 $
x17 0,060 $
x27 0,075 $
Data source: data of third party measurement provider, agency expertise, | Сalculation formula: Cost of post-view visit=Campaign Coverage*CPU/Post-view visits
EFFECTIVENESS DEPENDING ON FREQUENCYFrequency

Campaign coverage Post-view visits Cost of
Post-view visit
1 1 0.21 $
2 2 0.24 $
3 3 0.29 $
4 4 0.23 $
5-6 5-6 0.36 $
7-9 7-9 0.47 $
10-14 10-14 0.64 $
15-19 15-19 0.88 $
20-34 20-34 1.62 $
Client: online retail
TА: 25-45
Period: November 2018
Goal: drive traffic to the website
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 DEPENDING ON FREQUENCY
Data source: data of third party measurement provider, agency expertise, | Сalculation formula: Cost of post-view visit=Campaign Coverage*CPU/Post-view visits

Client: retail, office supplies (launching new brand)
TА: Internet users with children
Period: July-August 2018
Goal: boost of sales, increase brand awareness
Conclusion: due to low level of brand awareness, it was
advised to the client to run "noisy" campaigns with high
frequency.
Campaign coverage (views) СРU Post-view visits Cost of Post-view
visit
0.67 $ 2.25 $
1.34 $ 2.82 $
2.01 $ 3.57 $
2.67 $ 2.65 $
3.38 $ 2.13 $
5.38 $ 1.95 $
8.74 $ 1.99 $
11.45 $ 1.72 $
18.18 $ 1.99 $
28.2 $ 3.57 $
42.41 $ 4.56 $
58.6 $ 3.61 $
67.3 $ 3.32 $
Frequency
EFFECTIVENESS DEPENDING ON FREQUENCY
Optimalfrequency
Data source: data of third party measurement provider, agency expertise, | Сalculation formula: Cost of post-view visit=Campaign Coverage*CPU/post-view visits

Creatives efficiency
Which creatives perform better than others?
Relying on the data of the ‘Comprehensive Analysis’, we can track how the user behaved
after seeing a particular ad creative.

Conclusion: in this campaign, the banner performed
better than the video, satisfying the demand that was
already created. Banner, that mentioned high salary,
drove more traffic to the website (by 24%).
Video Banners
Data source: data of third party measurement provider
CREATIVES EFFICIENCY
Views to Visits - 3.9%
Visits to Conversion - 1.4%

TА: 25-45
Period: November 2018
Conclusion: do not expect that the user will remember
the specific item. If it is important to promote a particular
product, direct your visitors to respective landing pages
appeared on the main
page of the website
CVR to website visits 0,9% CVR to website visits 1% CVR to website visits 1% CVR to website visits 1,3%

Client: foods and beverages
TА: online-users
Period: Mart 2016
Goal: increase in % of visits and conversion
Conclusions: a banner with a specific price tag attracted
much more users, with a higher conversion rate.
0,6% 1,5%Website Visit >
3,5% 4,1%Visits to Conversion >

The duration of the media effect
How long does the user remember your message?
Based on the data of ‘Comprehensive Analysis’, we can make conclusions regarding users
reaction to the ad campaign after certain time

TА: online-buyers
Period: Mart 2017
Conclusions: The main media effect is concentrated
within 1-3 days. It is necessary to use the appropriate
weekly and daily restrictions in planning
MEDIA EFFECT
The share of users visiting the website after seeing the ad
(daily distribution)

Post-click Post-view
Conclusions: The main media effect was concentrated
within the first 2 days and lasted up to 7-8 days
MEDIA EFFECT
TА: job seekers
Period: March 2018
Number of users visiting the website after seeing the ad
(daily distribution)

Optimization of ad platforms / targeting
What ad platforms/targeting perform the best?
Based on data of the ‘Comprehensive Analysis’, it is easy for us to identify what platforms
and targetings show best performance and prioritize accordingly while campaign is still
running

TА: job seekers
Period: March 2018
Conclusions: differences in ad platforms / targeting are
enormous, it is critically important to check performance by
platform and TA as often as possible. Upon completion of the
campaign, the cost of the conversion was optimised and went
down by 34% for banner ads and by 52% for video ads.
Branding
3-5%
Website visits
3-9% Video
3-31%
Banner
Source of data: data of third party measurement provider
OPTIMIZATION OF AD PLATFORMS / TARGETING

Client: web browser
TА: online-users
Period: December 2018
Goal: increase of market share
Conclusion: digging into the reasons for such a profound
difference in the websites performance, we realized that
ad view frequency and the quality of the audience have
crucial importance
Video
0,1-0,3%
Yandex Inventory
0,3-1,2%
Banners
0,1-0,5%
OPTIMIZATION OF AD PLATFORMS / TARGETING
Source of data: data of third party measurement provider
Visitstowebsite

Client: car brand
TА: potential buyers
Period: April 2018
Goal: drive website visits / downloads of price list
Conclusions: An extensive initial planning allows to
significantly optimize the campaign / Breakdown by specific
audience categories didn’t work well, while identifying of the
best performing ad placements yielded great results.
Auto EnthusiastsCoverage + Target Audience Buyers Retargeting
OPTIMIZATION OF PLATFORMS / TARGETING
Visitstowebsite

Building a primary attribution card
Usually, the users don’t make a purchase immediately after
seeing the ad, so you need to build a customer journey map to
understand via which channel the users that were exposed to
the ad are coming to the website?
Having the data of the ‘Comprehensive Analysis’, we are able to understand through which
traffic channels users who saw the ad are visiting the advertiser’s website. Moreover, we
can tell what was the user’s path to purchase and order of exposure to the ads.

Split of the traffic from media placements by three channels
Распределение трафика
TА: smartphone owners
Period: September 2018
Goal: drive traffic to website
Conclusions: looking at the users who were exposed to
the ad campaign and visited advertiser’s website after
some time, we can see that 23% of all media traffic
returned through organic search
CUSTOMER JOURNEY MAP
OtherOrganiсPai
d

Video
Client: employment site
TА: job seekers
Period: March 2018
Conclusions: analysing ad placements by share of users
who visited the advertiser’s website through paid
channels, it is easy to see which placements are more cost
effective providing opportunities for optimisation
BrandingBanners
%of"paid"traffic

Client: shopping club
TА: online-buyers
Period: September-October 2018
Goal: boost registrations/purchases
Conclusion: naturally, the difference in shares of organic
traffic is also very significant. Eventually, optimization
depends on the goals of the campaign and client’s paid
search optimisation activities
%oforganictraffic

DATA
COLLECTION AND
Q&A
COMPREHENSIVE
ANALYSIS
CAMPAIGN
OPTIMIZATION
Post-
view
Post-
click
We have enough data and tools to address the issues
described above. Our approach helps to optimize
advertising campaigns in many ways and directly impact
business results of our customers
Collect the data, analyze it and draw
the right conclusions – this is digital!
EVALUATION OF
RESULTS

Capabilities of 'Comprehensive Analysis' of digital ad campaigns

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