As a media professional, you spend a huge amount of time on ad targeting to get to your ideal customer. But during and after the campaign, how do you know if you’re actually reaching who you care about? During this webinar, Dan Pflock, Compete’s Product Manager of Online Media Products, and Damian Roskill, Managing Director of Marketing, will review multiple techniques for tracking advertising reach and identify gaps in these systems. In addition, they’ll show how Compete’s Ad R/F™ product can help you optimize your display campaigns for maximum effectiveness.
Rendezvous, social recommendation technology by Rancard, improves digital conversion rate via targeted, relevant recommendations to your social network. For digital marketing agencies.
In the highly competitive markets like USA medical device companies are looking for Digital Possibilities. Trends have been changed from marketing medical devices direct to patients (DTP Strategies) and not just up to physicians and KOLs.
Robert Moakler, Data Science Intern, Integral Ad Science at MLconf SEA - 5/01/15MLconf
Efficient Measurement of Causal Impact in Digital Advertising Using Online Ad Viewability: Online display ads offer a level of granularity in observable metrics that is impossible to achieve for traditional, non-digital advertisers. However, as advertising budgets comprise an increasing amount of marketing spend, true return on investment (ROI) is increasingly important but often goes unmeasured. An important question to answer is how much incremental revenue was generated by an online campaign. In general, there are two common approaches to measuring the causal impact of a campaign: (1) a randomized experiment and (2) using observational data. The first technique is preferred due to its ability to give an unbiased estimate of a campaign’s effect, but is usually prohibitively costly. The second requires no additional ad spend, but is plagued by complex modeling choices and biases. Using a unique position in the online advertising pipeline to create a “natural experiment”, we propose a novel approach to measuring campaign effectiveness that utilizes detailed measurements of whether ads were actually viewed by a user. Treating users that have never been exposed to a viewable ad as a control group, we are able to mimic the setup of a randomized experiment without any additional cost while avoiding the biases that are typical when using observational data.
Apptica, in-app ad monitoring
Apptica is created specifically to track and monitor advertising campaigns in mobile applications. It gives insights to all market participants and provides information regarding:
• top advertisers and publishers on the market and their activity;
• top in-app advertising campaigns by category, country and period;
• top ad networks, share of impressions, creatives frequently seen in, in-app traffic sources and its volume;
• top creatives - including most effective ad formats, first/last seen and active days;
• active ad network SDKs in applications, (statistics on Android and IOS, different application categories, and dozens of countries).
The system aggregates data from different sources, bringing them to one common form, and displays statistics in a unified format.
Rendezvous, social recommendation technology by Rancard, improves digital conversion rate via targeted, relevant recommendations to your social network. For digital marketing agencies.
In the highly competitive markets like USA medical device companies are looking for Digital Possibilities. Trends have been changed from marketing medical devices direct to patients (DTP Strategies) and not just up to physicians and KOLs.
Robert Moakler, Data Science Intern, Integral Ad Science at MLconf SEA - 5/01/15MLconf
Efficient Measurement of Causal Impact in Digital Advertising Using Online Ad Viewability: Online display ads offer a level of granularity in observable metrics that is impossible to achieve for traditional, non-digital advertisers. However, as advertising budgets comprise an increasing amount of marketing spend, true return on investment (ROI) is increasingly important but often goes unmeasured. An important question to answer is how much incremental revenue was generated by an online campaign. In general, there are two common approaches to measuring the causal impact of a campaign: (1) a randomized experiment and (2) using observational data. The first technique is preferred due to its ability to give an unbiased estimate of a campaign’s effect, but is usually prohibitively costly. The second requires no additional ad spend, but is plagued by complex modeling choices and biases. Using a unique position in the online advertising pipeline to create a “natural experiment”, we propose a novel approach to measuring campaign effectiveness that utilizes detailed measurements of whether ads were actually viewed by a user. Treating users that have never been exposed to a viewable ad as a control group, we are able to mimic the setup of a randomized experiment without any additional cost while avoiding the biases that are typical when using observational data.
Apptica, in-app ad monitoring
Apptica is created specifically to track and monitor advertising campaigns in mobile applications. It gives insights to all market participants and provides information regarding:
• top advertisers and publishers on the market and their activity;
• top in-app advertising campaigns by category, country and period;
• top ad networks, share of impressions, creatives frequently seen in, in-app traffic sources and its volume;
• top creatives - including most effective ad formats, first/last seen and active days;
• active ad network SDKs in applications, (statistics on Android and IOS, different application categories, and dozens of countries).
The system aggregates data from different sources, bringing them to one common form, and displays statistics in a unified format.
How to measure the effect of Social Media Marketing on your businessPetri Mertanen
Presentation by Petri Mertanen, Senior Designer, Marketing Analytics at http://zeeland.fi. How to measure the effect of Social Media Marketing on your business.
Building a Foundation for Global Digital MarketingMerkle
Speakers:
Evan Kent, Global Vice President, Schneider Electric
Chandos Quill, Vice President, International Solutions, Merkle.
In today’s world, high performance BtoB marketing requires an integrated, streamlined mid-funnel approach to data and technology. This requires organizations to rethink their internal structure, processes, and marketing supply chain. During this session Evan Kent, Global Vice President at Schneider Electric, will share the journey he has undertaken to transform the company’s mid-funnel approach to marketing. Attendees will hear about the complexities of operating in a global environment, learn how to create a business case that convinced management to support key foundational programs, and how to implement initiatives in a way that reduced risk and ensures success.
Copyright, ASHRAE 2011. Presented by Greg Martin, ASHRAE manager of advertising sales, to the Air Movement and Control Assocation International. Comments and questions should go to gmartin@ashrae.org
How to measure the effect of Social Media Marketing on your businessPetri Mertanen
Presentation by Petri Mertanen, Senior Designer, Marketing Analytics at http://zeeland.fi. How to measure the effect of Social Media Marketing on your business.
Building a Foundation for Global Digital MarketingMerkle
Speakers:
Evan Kent, Global Vice President, Schneider Electric
Chandos Quill, Vice President, International Solutions, Merkle.
In today’s world, high performance BtoB marketing requires an integrated, streamlined mid-funnel approach to data and technology. This requires organizations to rethink their internal structure, processes, and marketing supply chain. During this session Evan Kent, Global Vice President at Schneider Electric, will share the journey he has undertaken to transform the company’s mid-funnel approach to marketing. Attendees will hear about the complexities of operating in a global environment, learn how to create a business case that convinced management to support key foundational programs, and how to implement initiatives in a way that reduced risk and ensures success.
Copyright, ASHRAE 2011. Presented by Greg Martin, ASHRAE manager of advertising sales, to the Air Movement and Control Assocation International. Comments and questions should go to gmartin@ashrae.org
Get Noticed: Using Creativity and Engaging Ad Formats to Break Through the NoiseMichael Zarcone
Here's what people don't like: being yelled at. Here's what they prefer: interactive experiences. They want innovative and fun calls to action. Entertaining video and other unique content. Coupons that are relevant to their current activity or location. Fundamentally, consumers want (and deserve) an invitation into an ongoing brand relationship that both fits their current context and experience, and actually adds value to one or both.
With an introduction by the IAB's Peter Minnium, this webinar is presented by Matthew Flanagan, PointRoll's Vice President of Business Development and Publishers, who will discuss how engaging formats and features like those seen in IAB's Rising Stars demonstrate the power of creativity and interactivity in driving performance.
DIGITAL MARKETING,Ad Operations & TERMS,AD CAMPAIGN,REVENUE UNITS IN DIGITAL ADVERTISING,LIFE OF AN AD CALL,VPAID,TYPE OF CREATIVES,TARGETING,AD TYPES
ad selection Algorithm,Types of Advertising,SALES FUNNEL,REMNANT INVENTORY
ABM: How to Reach & Engage Hard-to-Reach, Global Buyers (presented on BrightT...Kwanzoo Inc
See Kwanzoo VP of Marketing Kelly J Waffle present on ABM Goals and Strategies, Identifying Target Accounts, Personalization and Effective Messaging, and more.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Find Your End-of-Quarter ROI: Tips for Measuring Your Marketing Impact QuarterlyBrightFunnel
It's that time again - long weeknights, multiple cups of coffee and dreaded table joins in Excel as you scramble to pull together your end-of-quarter reporting, right? There's got to be a better way!
BrightFunnel Dayna Rothman, VP of Marketing and Sales discusses which marketing metrics you should be tracking at the end of each quarter.
3 Tools for Targeting Your Display AdvertisingCompete
What tools media planners have at their disposal today.
How to advance beyond broad, demo-based media planning by using a map of 2 million consumers’ online behavior.
A demonstration of the Compete Media Planner.
ABCs of Brand Advertising
This hands-on workshop will teach you how top brand advertisers use the web for marketing, what it takes to get their attention and how you can create innovative programs for brand advertisers.
Led by Shari Gunn, Vice President Advertising & Business Development, Kaboodle , Director, Marketing, Hearst Digital Media, VP, Marketing, Primedia’s Automotive Enthusiast Group
Similar to Three Tools for Understanding Ad Reach: Did my display campaign reach anybody I care about? (20)
5 Steps to Competitive Intelligence SuccessCompete
Marketing without competitive intelligence is like hitting a pinata blindfolded. How would you know who you're competing with or what your strategic advantages are if you don’t have a firm grip on your competitive landscape?
This slide deck is part of a webinar that shows you how to get a leg-up on your online competition in five steps. Whether you’re looking to formulate a comprehensive competitive strategy or just to build competitive intelligence into your current marketing plan, this resource will help you gain insight into how to use competitive intelligence tools to stay informed and adjust for shifts in your industry.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
The key differences between the MDR and IVDR in the EUAllensmith572606
In the European Union (EU), two significant regulations have been introduced to enhance the safety and effectiveness of medical devices – the In Vitro Diagnostic Regulation (IVDR) and the Medical Device Regulation (MDR).
https://mavenprofserv.com/comparison-and-highlighting-of-the-key-differences-between-the-mdr-and-ivdr-in-the-eu/
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
The Influence of Marketing Strategy and Market Competition on Business Perfor...
Three Tools for Understanding Ad Reach: Did my display campaign reach anybody I care about?
1. Three Tools for Understanding Ad Reach: Did my display campaign reach anybody I care about? A look at reach and frequency measurement and how to optimize for success. June 2011
2. Today’s presenters Damian Roskill, Managing Director, Marketing at Compete Dan Pflock, Product Manager, Media Products at Compete
3. Webinar logistics Today’s webinar will be recorded. You will be emailed a link. Please enter your questions in the Questions box. We will answer as many as possible at the end. If you have technical difficulties, try loggingback in or use a different browser The Twitter hashtag for today’s webinar is #CompeteRF
4. Introduction to Compete Founded in 2000, joined WPP/Kantar in 2008 Passionate about understanding consumers to inspire great marketing Leverage a panel of over 2 million US consumers to create products for competitive research, media planning and advertising effectiveness. Most well known for our Compete PRO product found at Compete.com World-class advertiser, agency and media clients Strategic partnerships to enable marketing optimization and provide holistic view of consumers
5. Agenda Webinar (20-25 min) Why do we need to pay attention to reach and frequency metrics? What sources do we have for these metrics? Demo of Compete Ad R/F How to optimize reach & frequency and minimize wasted spend Q&A (10-15 min)
33. Publisher 1 Publisher 2 100,000 impressions 400 ad-referred visits 40 conversions 80% male Your Website Optimizing without reach and frequency data
34. Publisher 1 Publisher 2 100,000 impressions 10% male / 90% female 400 ad-referred visits 40 conversions 80% male Your Website Optimizing the audience
35. Publisher 1 Publisher 2 100,000 impressions 10,000 ‘uniques’ (freq = 10.0) 400 ad-referred visits 40 conversions 80% male Your Website Optimizing the frequency
36. Let’s recap what we learned We spend time preparing and targeting ad campaigns but often don’t know who was actually reached. Your local analytics don’t give a complete picture of a campaign audience. Panel supported analytics provide the deepest audience insight. Campaign effectiveness can be increased and wasted spend minimized by optimizing reach and frequency
37. Thank you… Damian Roskill Managing Director, Marketing 617-933-5670 droskill@compete.com www.compete.com Dan Pflock Product Manager, Media Products 617-933-5634 dpflock@compete.com www.compete.com
Today, we’ll have two presenters. My name is Damian Roskill and I am the Managing Director of Marketing here at Compete. I’ll be leading the webinar.Our supporting presenter today is Dan Pflock. Dan is a Product Manager for Media Products here at Compete
But before we begin, some webinar logistics.Today’s webinar will be recorded – we’ll email a link to the recording after the webinar.If you have any questions during the webinar, please enter them into the questions box on the right. We’ll work through all the questions at the end of the webinar and try and answer as many as we can.If you’re having technical difficulties viewing the webinar, try using a different browser such as Firefox.Finally, we’ll be tweeting during the presentation, so, as a reminder, the Twitter hashtag for today’s webinar is #CompeteRF.
Well thanks Damian – and welcome everyone. It’s great to see you could all join.O: So, let’s get right to today’s topic. We’ve broken it down into 4 parts.We’ll start by covering:Why we need to pay attention to reach and frequency metrics.Next three sources for these metrics and what each provides.Then we’ll go into a brief demo of how Compete can help you measure reach and frequencyFinally how to optimize reach and frequency to minimize wasted ad spend.P: Each of you has your own reasons for joining today, and we welcome all of you. We expect this webinar will be particularly useful if:-you’re involved in media buying and analytics specifically around display advertising.or -you’re just curious to learn more about reach and frequency analytics and how they can be optimized.You’ll see we’ve oriented this to be most relevant for advertisers and agencies, but if there’s folks from the publisher or ad-sales side, that’s great as well.T: Alright, let’s get started.
O: To set up today’s conversation about advertising measurement, I first want to go back to where it starts. The reasons for Why we pay for advertising in the first place.P: And that will lead us into the importance of understanding campaign reach and frequency.T: So why do we advertise?
P: To move the needle! I’m sure we canall agree we advertise because we want to drive some kind of action. Maybe it’s acquiring new customers or simply to drive awareness.By moving that needle we anticipate more sales. It might be from new customers or continuing a relationship with existing customers.T: So you know you want to move the needle and your going to do that through advertising. Before you even create your ads you likely decide on a target audience. Unless you’re representing a ubiquitous product like Coca Cola where everyone with a wallet is your customer you’d be wasting your money just trying to blanket massive audiences.For most of us in order to maximize ad spend, that means advertising to a targeted audience.
P: We have an idea of who we want to reach.Many of us conduct focus groups or run surveys to learn about who our target audience is.You may already know who buys your products the most or maybe you want to grow your business and sell to a new audience.Whatever the case may beyou’ll likely utilize a media planner, information from an ad server, a publisher, or an agency to find out where your ads are most likely to reach that target audience.T: After deciding on a target audience, next you decide how loud you want to be. How many times do you want that audience to see your ad?
P: Do you want to reach individuals an average of 5 times, 10 times, 20 times… Trial and error and some analysis will help you determine the most effective frequency.It’s interesting to note that even if you try to control the frequency, chances are some individuals will see the far more times than others. It’s not uncommon to even see exposures of 50, 100, even up to 1,000 times online.T: Now that you’ve painstakingly made these key decisions for target audience and frequency, and the campaign is running. Everyone wants to know how it’s performing?
P: There are lots of questions to ask:Do you know how many people the campaign reached and through which web sites?What is the composition of the audience?Are they converting at a sufficient rate?Are they seeing the ad enough times?Is the campaign having any impact?These are all key questions we’d all like to have answers for at our fingertips. T: And that brings us to the next part of the webinar. A discussion of the core metrics for measuring a campaign. Reach and frequency.
Not all analytics platforms provide the data we need to fully understand reach and frequency to minimize spend. So next I’ll talk about the three main sources for our reach and frequency data and what each one has to offer.T: But first we’d like to get the audience involved, so Damian’s going to ask our first of 2 audience poll questions.
Here’s our first poll question– What tool do you trust to measure your campaigns’ reach?Please use the voting section on the right side of the screen to register your vote and you’ll instantly see the results from you and other participants in the webinar.Answers:Web analytics systemAd server reportingPublisher campaign reportingI don’t currently use a tool to measure reachResults in line with what we might have expected. It’s great to see that only a small percent don’t currently use a tool.
O: As I talked about in the first segment, we set precise audience targets when purchasing online media. So we would expect to hit those targets right?P: Unfortunately it’s not that easy. We have more data and more tools than ever before, but when it comes to understanding who we really reach with our advertising it’s often difficult to say.You wonder, as a media professional, can you see everything you need to see? Some tools are more helpful than others.T: I’m going to cover the three main analytics tools used for measuring display ad campaign reach.
Local Analytics Google AnalyticsOmnitureSiteCatalystAd Server ReportingDoubleClick Atlas DARTPanel Supported Campaign MeasurementThese tools utilize direct measurement of impressions through a pixel or tag much like google analytics but they also incorporate data from a large panel of online consumers.Some examples includecomScoreAdEffx Campaign Essentials Nielson Online Campaign Ratings Compete Ad R/F
Let’s start with your local analytics. These are the analytics tools you’ll most likely use to analyze your website traffic, but they can also be used to look at traffic from ad campaigns.From local analytics like this screen shot of google analytics you’ll be able to see:# of visitors (people who clicked or converted on the ad and landed on your site or a landing page)What sites those visitors came fromAs well as how much time they spent on your site and how many pages they visitedGoogleAnalytics can also be handy for tracking visitors through a product purchase or a sign up The one thing you won’t see here is how many people the campaign reached, you just see the yield.T: Let’s take a look at OmnitureSiteCatalyst which is another local analytics platform.
Here’s a SiteCatalyst Dashboard showing metrics for an ad campaign. Compete actually uses both Google Analytics and Sitecatalyst for some of our own sites and campaigns.In the center here is a daily tracking of impressions and clicks in a nicely laid out funnel chart.SiteCatalyst gives a little more information showing the number of impressions.But again there’s no indication of who your ads are reaching.T: Next we’ll move on to Ad Server Reporting
O: These are some screen captures of reporting from Ad Server DoubleClickThrough an ad server you can also see the # of impressions# of clicksandConversion rateFrom an Ad Server you might get the number or unique visitors and a frequency calculation as well, but not always.T: We’re getting there now. The pieces of the puzzle are coming together, but we are still scratching out head looking for a few more pieces.
O: You’re still probably asking yourself, do I really know who my campaign reached?P: With the metrics from those two tools, not really. So, why is audience info necessary? Because without it you can’t optimize your campaign and could be over or under spending. I’ll talk about optimization techniques shortly.Think about it this way though. If you called up Clear Channel to place a billboard ad and they asked you who you wanted to reach and you said, I’m not sure, just put it wherever. You’ll have a hard time finding out who you actually reached. How would you know where to begin optimizing if the campaign performed poorly? T: That’s where the deeper reach and frequency analytics of panel supported reporting comes in like comScore Campaign Essentials or Compete’s Ad R/F. Since this is Compete after all Damian and I are going to give you a quick demo of Ad R/F in a couple minutes.But before that we have our second poll question for the audience.
Do you know the demographics of the audience your campaigns reach?AlwaysSometimesRarelyNeverNow I hope it’s not never, but that’s understandable if it is.Those of you that said always, I’m guessing already use panel supported analytics to measure campaign reach.For those of you that said sometimes and rarely we want to see you move up to that always answer.
O: Now we’re moving on to Compete’s Ad R/F product which offers panel supported reach, frequency, and audience demographic measurement for ad campaigns.P: Ad R/F measures display campaigns and provides weekly and post campaign reports to clients. In Ad R/F several actionable metrics are available:UV’sImpressionsReachExposure FrequencyDemographic CompositionDisplayed by Age, Income, and genderT: Okay Damian let’s open up a live Ad R/F dashboard now and I’ll walk you through a quick demo.
Demo link – https://insight.compete.com/views/Newco_demo/RFDashboardUVdpflock / dpflockO: Here’s a live version of a Compete Ad R/F dashboard.This is web enabled so clients can login anytime and view their data.The data here represents an ad campaign that ran for several weeks and has several million impressions.The first thing we want to look at is the time period adjustment on the left side. We offer the ability to view data on a weekly basis or for the campaign in total. Let’s go ahead and select the entire campaign time period.Next in the campaign component we can decide if we want to view the data for all of the campaign ad placements, just placements on certain publishers, or even a single ad placement if there were more than one on a certain site.Let’s look at MeeboOver on the right side of the screen you see the Summary Metrics.On the left side we’ve divided the impressions up by age, income, and gender.The gender one is the simplest and can be very valuable. For example this campaign was targeted at women. If you look at the gender pie chart you see the audience for the ads run on meebo was split fairly evenly.Let’s look at another publisher and see if there is a difference. Try Yahoo Damian.Now the placements on yahoo seemed to have reached more woman than on meebo.That’s great data. That lets us know that to reach our goal we could run more flights on yahoo, or knowing that Meebo does have a significant female audience we could talk to them about running the ads next to different content to improve.Now we’re looking at the full campaign time period right now, but what if you knew that information three weeks into your campaign? Well during the campaign if you looked at the report as soon ad the third week data came in you could have optimized right away to improve the rest of the campaign.
O: Now that you’ve seen the demo you might be wondering how Compete collects campaign data and builds the Ad R/F dashboards. P: We take an approach that unifies our panel and tag based measurement.Compete has a panel of over 2 million US consumers who have opted in to let us follow their online behavior.For Ad R/F we place a tag on a clients ads to get a census count of impressions. Once we know how many people saw the ad we can use our panel to project the audience composition, essentially organizing all those impressions into demographic groups such as age, income, and gender. T: Hopefully you enjoyed the demo of Ad R/F. Let’s move on and discuss optimization.
T: Now that you’ve seen what reach and frequency measures are available, let’s talk about the levers you can pull to optimize.First we’ll look at optimizing without reach and frequency data.
O: Here’s what you mightsee with your local analytics and ad server reporting on a campaign.In this example you see two ad placements, both are banners on two different publishers. Combined they have 100,000 impressions that resulted in400 visits to your site and 40 conversions.Some local analytics and ad servers will also make demographic data about your customers available. In this case you see 80% of the impressions were male.P: Given this data, what are your optimization options?You could try and increase conversion through trial and error, testing various publishers and placements. This data does not provide the metrics you need to optimize your audience though.T: In the next slide we’ll look at optimizing with audience data.
O: With panel supported analytics like Compete’s Ad R/F you will get a demographic breakdown of the audience you reached.In this example 10% of the impressions we male and 90% were female.Note that the conversions on the website were 80% male though.P: With this information you can tell it might be beneficial to seek out a more male leaning audience since they seem to be converting at a much higher rate. In this case your product is most likely tailored to men and thus the target audience likely should be as well.You could adjust the publishers you advertise on or perhaps your ad itself needs better targeting.T: Lastly we’ll optimize for frequency.
O: Again with panel supported analytics you’ll see the reach and the frequency.P: If you know the frequency, with some trial and error or comparisons with other campaigns you can start to infer how many times your audience needs to see the ads to be effective.The ideal frequency is the lowest level that yields the highest conversion. So efficient reach and less spend. T: By taking advantage of all the opportunities you have for optimization, over time you should be able to move the needle even faster and farther. At the same time you will likely even save on ad spend that was wasted on the wrong target audience or incorrect frequency in the past.Now let’s recap what we’ve learned.
O: Let’s recap what we learned.P: Read slideT: That concludes the presentation portion of the webinar. I want to thank you all for attending and now I’ll turn it back over to Damaian for any questions from the audience.
Thank you – here’s our contact information – feel free to reach out to either Dan or myself with any questions or comments.
Where does the data come from? Compete operates a panel of two million US consumers who have opted in to letting us anonymously follow their online behavior. As an online analytics and market research company we’re able to use that data to support products like Ad R/F and several other research based products. Will my data work in X country?Right now Compete provides US data only.Where do you get the demographic data from?A. That’s a great question that goes back to our panel of 2 million US consumers. In the case of Ad R/F we can look to our panel to see who among it was exposed to the ads and make a projection of the overall campaign audience. We have a team that ensures the panel is an accurate representation of the US population..