The document discusses advertising banners on the CarSoup automotive website. It provides an overview of banner ad formats and placements available, and argues that banner ads are an effective way for dealers to build brand awareness among potential car buyers researching vehicles online. Regular banner ad campaigns are presented as important for dealers to achieve "top of mind awareness" and get their "unfair share of the marketplace".
The document discusses testing the influence of premium bloggers on consumer purchases compared to click-path data. It suggests running an experiment to track purchases by users who view a blogger's content versus clicks to better understand the bloggers' influence beyond direct clicks and last-click models. Understanding this broader influence could help optimize affiliate marketing campaigns.
If more were less - how incremental are affiliate sales? Matt Swan and Kevin ...auexpo Conference
What would happen to an advertiser’s online sales if it were to close its affiliate programme tomorrow?
This hypothetical scenario often foreshadows questions about the incremental value of affiliate marketing. If sales remained the same but were referred through other channels, what did affiliates add in the multi-channel mix? Would their sales have been made anyway?
1) "Next generation" retailers like flash sale sites dominate traditional online retailers in growing customer lifetime value in a customer's first year, capturing 385% of a customer's first month's spending on average compared to 94% for traditional retailers.
2) Customers of daily deal, group buying, and flash sale sites purchase nearly twice as frequently on average than customers of traditional online retailers, with 49-52 days between purchases compared to 89 days.
3) However, purchases from traditional online retailers are over 50% larger on average than from "next generation" retailers, at $105 compared to $61-82.
1) Unilever ran an integrated online and traditional advertising campaign for a new Dove hair conditioner product in the Netherlands to understand the impact of online marketing.
2) Research found that online advertising boosted key metrics like brand awareness and purchase intent more than print or TV alone, and that combining media channels had an even greater effect.
3) The study concluded that online advertising deserves a larger percentage of the marketing budget than it typically receives, and that Unilever plans to significantly increase its online spending based on the success of this campaign.
This document summarizes key findings from the SMoX study about optimizing mobile marketing investments. The study found that mobile delivered almost twice the awareness and image per dollar compared to other media. Reallocating a portion of budgets to mobile could drive double-digit lifts in awareness and sales. However, brands are currently underinvesting in mobile, with average allocations around 3% of budget. Applying best practices around formats, channels, targeting, and creative could further optimize mobile results and justify increasing mobile budgets.
The document summarizes a study that analyzed how demographic-based TV media plans perform for key consumer packaged goods (CPG) brands. The study found that demo-based plans are inefficient, as they reach all buyer groups equally regardless of their value to brands. On average, brands wasted 30% of exposures on households that did not participate in their categories. Only 15% of exposures reached households that accounted for 80% of sales. Demographics are a poor surrogate for purchasing behavior, as over half of sales fell outside the largest demographic groups used for targeting. The findings suggest media plans should transition from demographic targeting to purchase-based audience buying to improve efficiency.
This document discusses how the economics of online advertising are affected by the supply and demand of digital ad impressions. It argues that treating all delivered ad impressions as equal creates an oversupply that depresses prices. By focusing on viewable impressions, the supply becomes limited like other media, and scarcity is reestablished. This benefits publishers by allowing them to charge prices more reflective of the true value provided to advertisers, increasing revenue potential for publishers. Overall, shifting to viewable impressions as the currency improves ad effectiveness measurement and creates a win-win scenario for advertisers, consumers, and publishers.
Kelley Blue Book Presentation
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
The document discusses testing the influence of premium bloggers on consumer purchases compared to click-path data. It suggests running an experiment to track purchases by users who view a blogger's content versus clicks to better understand the bloggers' influence beyond direct clicks and last-click models. Understanding this broader influence could help optimize affiliate marketing campaigns.
If more were less - how incremental are affiliate sales? Matt Swan and Kevin ...auexpo Conference
What would happen to an advertiser’s online sales if it were to close its affiliate programme tomorrow?
This hypothetical scenario often foreshadows questions about the incremental value of affiliate marketing. If sales remained the same but were referred through other channels, what did affiliates add in the multi-channel mix? Would their sales have been made anyway?
1) "Next generation" retailers like flash sale sites dominate traditional online retailers in growing customer lifetime value in a customer's first year, capturing 385% of a customer's first month's spending on average compared to 94% for traditional retailers.
2) Customers of daily deal, group buying, and flash sale sites purchase nearly twice as frequently on average than customers of traditional online retailers, with 49-52 days between purchases compared to 89 days.
3) However, purchases from traditional online retailers are over 50% larger on average than from "next generation" retailers, at $105 compared to $61-82.
1) Unilever ran an integrated online and traditional advertising campaign for a new Dove hair conditioner product in the Netherlands to understand the impact of online marketing.
2) Research found that online advertising boosted key metrics like brand awareness and purchase intent more than print or TV alone, and that combining media channels had an even greater effect.
3) The study concluded that online advertising deserves a larger percentage of the marketing budget than it typically receives, and that Unilever plans to significantly increase its online spending based on the success of this campaign.
This document summarizes key findings from the SMoX study about optimizing mobile marketing investments. The study found that mobile delivered almost twice the awareness and image per dollar compared to other media. Reallocating a portion of budgets to mobile could drive double-digit lifts in awareness and sales. However, brands are currently underinvesting in mobile, with average allocations around 3% of budget. Applying best practices around formats, channels, targeting, and creative could further optimize mobile results and justify increasing mobile budgets.
The document summarizes a study that analyzed how demographic-based TV media plans perform for key consumer packaged goods (CPG) brands. The study found that demo-based plans are inefficient, as they reach all buyer groups equally regardless of their value to brands. On average, brands wasted 30% of exposures on households that did not participate in their categories. Only 15% of exposures reached households that accounted for 80% of sales. Demographics are a poor surrogate for purchasing behavior, as over half of sales fell outside the largest demographic groups used for targeting. The findings suggest media plans should transition from demographic targeting to purchase-based audience buying to improve efficiency.
This document discusses how the economics of online advertising are affected by the supply and demand of digital ad impressions. It argues that treating all delivered ad impressions as equal creates an oversupply that depresses prices. By focusing on viewable impressions, the supply becomes limited like other media, and scarcity is reestablished. This benefits publishers by allowing them to charge prices more reflective of the true value provided to advertisers, increasing revenue potential for publishers. Overall, shifting to viewable impressions as the currency improves ad effectiveness measurement and creates a win-win scenario for advertisers, consumers, and publishers.
Kelley Blue Book Presentation
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
The document discusses a study measuring the effectiveness of digital advertising within videogames. Researchers partnered with game developer EA and advertisers like Samsung to place ads in the game Battlefield 2142. Over 600 gamers were surveyed before and after exposure to see if brand awareness, recall, and perceptions changed. Key findings included that this type of "core" gamer spends significant time playing games instead of traditional media, making them a valuable audience that is hard to reach otherwise. The in-game ads were found to increase awareness for some brands more than others, showing potential for this new advertising medium.
This document summarizes the key findings from a survey of over 5,000 visitors to dealership websites. The survey found that most visitors (67%) planned to purchase a vehicle within 90 days, with 62% planning to purchase within 30 days. It also found that monthly payment and total selling price were the most important factors for visitors looking to purchase a used vehicle. Additionally, 44% of website visitors reported finding the dealership website through non-digital advertising like TV, radio, newspaper, and direct mail. This indicates opportunities to drive more traffic through integrated digital and non-digital marketing campaigns.
Dealership Web Site Visitor Survey ResultsRalph Paglia
This document summarizes the key findings from a survey of over 5,000 visitors to dealership websites. The survey found that most visitors (67%) planned to purchase a vehicle within 90 days, with 62% purchasing within 30 days. It also found that monthly payment and total selling price were the most important factors for visitors considering a used vehicle. The survey results suggest dealerships should promote used vehicles and focus advertising on payments and price to drive more traffic to their websites.
Auto Digest What Matters To Site Visitors by Ralph PagliaRalph Paglia
This document summarizes key findings from a survey of over 5,000 online consumers who visited dealership websites. Some of the main results are:
- 67% of visitors planned to purchase a vehicle within 90 days, with 62% looking to purchase within 30 days.
- 67% of upcoming purchases involved trading in a current vehicle.
- 49% of visitors expressed interest in a new vehicle, while 35% were interested in a pre-owned vehicle.
- 44% of visitors found the dealership website through conventional advertising like TV, radio, newspaper. Only 14% used search engines.
- For those considering pre-owned, nearly 40% sought passenger cars while over 40% sought
Quopn is TechShastra's mobile couponing platform. It is an integrated approach to Retail - from Marketing Communication to the Checkout Counter.By sending a personalized code to the user/consumer, QUOPN is much more effective in converting his intent into an action, which in turn motivates the consumer to go and sample/buy the product.The offer can be in the form of a discount coupon or even a free sample
Advertisers Now Harness the Power of Location-Based AppsKyle Nussbaum
The document discusses how location-based mobile advertising has increased in popularity as advertisers have harnessed its effectiveness. Location-based ads on apps provide relevant messages to users within proximity of a store location. One successful campaign discussed placed ads on the traffic app Waze, which generated over 9,000 clicks and 4,000 navigations to Wendy's restaurants from users driving near locations.
1. The document discusses digital advertising solutions and products that can be provided to auto dealers, including digital advertising assets, specialized microsites, landing pages, and campaign management services.
2. It notes that spending on digital advertising by auto dealers is projected to increase 84% over the next 5 years, and digital advertising represents a major revenue growth opportunity.
3. The document advocates that dealers should shift advertising spending from newspapers to digital advertising formats like video and paid search.
The document summarizes the key findings from a survey of over 5,000 visitors to automotive dealership websites conducted by Rocket City Automotive Group. Some of the main insights include:
1) 67% of survey respondents planned to purchase a vehicle within 90 days, with 62% looking to purchase within 30 days, showing these website visitors were in-market customers.
2) When asked about their next vehicle purchase, 67% indicated they would be replacing their current vehicle as a trade-in.
3) Nearly half (49%) of survey respondents expressed interest in purchasing a new vehicle, while over a third (35%) were interested in a pre-owned vehicle.
4) The most
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Are Your CPG Brands Maximizing the Return on Your Digital Investment?dunnhumby
CPG manufacturers have invested millions of dollars in their brand websites and social media presence, yet they struggle to show how their digital marketing investments are influencing brand purchases in stores.
Accenture, comScore and dunnhumbyUSA presented their groundbreaking study on the link between consumers’ usage of brand websites and their brand purchases in retail stores at the 2012 LEAD Marketing Conference in Chicago.
Programmatic Buying for Performance Marketers: Fact vs. MythJessica Tams
This document provides information about programmatic buying for performance marketers. It begins by debunking some common myths about programmatic, such as that it is only real-time bidding or too tedious to set up. The document then discusses how programmatic, especially real-time bidding on ad exchanges, can provide scale for performance advertisers. It also notes that programmatic works best for user-based targeting rather than content-based targeting. Several case studies are presented showing how specific advertisers achieved better returns on investment and lower costs per installation through programmatic. Opt-in video/rewarded video is highlighted as one of the most effective monetization methods.
Through a series of case studies, explore how affiliate marketing has grown from text links and banners to geo-targeted mobile campaigns. Discover what market factors drove this growth.
Experience level: Beginner
Target audience: Affiliates/Publishers, Merchants/Advertisers, Networks
Niche/vertical: Affiliate
Eric Collins, COO, Mobile Posse (Twitter @MobilePosse)
Rob Duva, CMO, RingRevenue (Twitter @RingRevenue)
Mark Silliman, CEO, Spadout.com
Carolyn Tang Kmet, Director of Affiliate Marketing, Groupon.com (Twitter @catango)
This document is Greystripe's Consumer Insights Report for the first quarter of 2009. It summarizes Greystripe user demographics, behaviors, and preferences based on surveys of their iPhone, Java, and rich media network users. Key findings include that Greystripe users are predominantly aged 18-44, well-educated, and make purchasing decisions influenced by advertising. The report also provides engagement metrics for Greystripe's platforms and top applications.
This document discusses mobile marketing strategies. It begins by defining a mobile marketing strategy as a plan of action to achieve business objectives using mobile marketing tactics and measuring their effectiveness. It then discusses key aspects of developing a mobile strategy, including understanding the target audience, business goals, and best mobile channels. It also outlines several mobile marketing techniques like mobile apps, ads, notifications and social media. Finally, it lists some popular mobile marketing tools like Instagram, Facebook, and SlideShare.
How to sell digital projects to your boss Julie Starr
Tips on visualising problems and selling the need for digital improvements to your boss in a way that allows them to sell it to their boss. A presentation to local government digital crew from around New Zealand at the ALGIM 2014 conference in Auckland.
Ad-tech startups can struggle when selling their technology and media to media agencies if they don't know the unspoken rules of successfully approaching these powerful brand owner middlemen. Learn more at www.chrisbourke.co.uk
22nd Century Selling Skills for ASTD ICE 2014Mike Kunkle
This is my presentation on 22nd Century Selling Skills for the 2014 ASTD International Conference and Exhibition. I'm presenting on May 4 in Room 145A from 12 to 1:30 pm.
The document outlines five rules for closing a sale:
1. You cannot sell anything to someone, but you can help them talk themselves into buying by helping them make a decision.
2. It is not about you, it is about the prospect and what they want to discuss.
3. Assume the sale by believing you offer the best solution and that you are talking to buyers, not just shoppers.
4. Close on minor points - if you agree on details, the major purchase will follow.
5. Take "no" to mean "not yet" - if you assume the sale, "no" just means you missed something and need to ask more questions.
Today buyers are more cautious than ever before when it comes to making decisions. This means that you’ll need a variety of closing techniques at your disposal if you’re going to smash your sales targets.
The great news is that one or a combination of these 8 best Closing Techniques can be used in any sales situation to help you turn every prospect into a buying customer.
The document discusses a study measuring the effectiveness of digital advertising within videogames. Researchers partnered with game developer EA and advertisers like Samsung to place ads in the game Battlefield 2142. Over 600 gamers were surveyed before and after exposure to see if brand awareness, recall, and perceptions changed. Key findings included that this type of "core" gamer spends significant time playing games instead of traditional media, making them a valuable audience that is hard to reach otherwise. The in-game ads were found to increase awareness for some brands more than others, showing potential for this new advertising medium.
This document summarizes the key findings from a survey of over 5,000 visitors to dealership websites. The survey found that most visitors (67%) planned to purchase a vehicle within 90 days, with 62% planning to purchase within 30 days. It also found that monthly payment and total selling price were the most important factors for visitors looking to purchase a used vehicle. Additionally, 44% of website visitors reported finding the dealership website through non-digital advertising like TV, radio, newspaper, and direct mail. This indicates opportunities to drive more traffic through integrated digital and non-digital marketing campaigns.
Dealership Web Site Visitor Survey ResultsRalph Paglia
This document summarizes the key findings from a survey of over 5,000 visitors to dealership websites. The survey found that most visitors (67%) planned to purchase a vehicle within 90 days, with 62% purchasing within 30 days. It also found that monthly payment and total selling price were the most important factors for visitors considering a used vehicle. The survey results suggest dealerships should promote used vehicles and focus advertising on payments and price to drive more traffic to their websites.
Auto Digest What Matters To Site Visitors by Ralph PagliaRalph Paglia
This document summarizes key findings from a survey of over 5,000 online consumers who visited dealership websites. Some of the main results are:
- 67% of visitors planned to purchase a vehicle within 90 days, with 62% looking to purchase within 30 days.
- 67% of upcoming purchases involved trading in a current vehicle.
- 49% of visitors expressed interest in a new vehicle, while 35% were interested in a pre-owned vehicle.
- 44% of visitors found the dealership website through conventional advertising like TV, radio, newspaper. Only 14% used search engines.
- For those considering pre-owned, nearly 40% sought passenger cars while over 40% sought
Quopn is TechShastra's mobile couponing platform. It is an integrated approach to Retail - from Marketing Communication to the Checkout Counter.By sending a personalized code to the user/consumer, QUOPN is much more effective in converting his intent into an action, which in turn motivates the consumer to go and sample/buy the product.The offer can be in the form of a discount coupon or even a free sample
Advertisers Now Harness the Power of Location-Based AppsKyle Nussbaum
The document discusses how location-based mobile advertising has increased in popularity as advertisers have harnessed its effectiveness. Location-based ads on apps provide relevant messages to users within proximity of a store location. One successful campaign discussed placed ads on the traffic app Waze, which generated over 9,000 clicks and 4,000 navigations to Wendy's restaurants from users driving near locations.
1. The document discusses digital advertising solutions and products that can be provided to auto dealers, including digital advertising assets, specialized microsites, landing pages, and campaign management services.
2. It notes that spending on digital advertising by auto dealers is projected to increase 84% over the next 5 years, and digital advertising represents a major revenue growth opportunity.
3. The document advocates that dealers should shift advertising spending from newspapers to digital advertising formats like video and paid search.
The document summarizes the key findings from a survey of over 5,000 visitors to automotive dealership websites conducted by Rocket City Automotive Group. Some of the main insights include:
1) 67% of survey respondents planned to purchase a vehicle within 90 days, with 62% looking to purchase within 30 days, showing these website visitors were in-market customers.
2) When asked about their next vehicle purchase, 67% indicated they would be replacing their current vehicle as a trade-in.
3) Nearly half (49%) of survey respondents expressed interest in purchasing a new vehicle, while over a third (35%) were interested in a pre-owned vehicle.
4) The most
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
Global Mobile Programmatic Trends: Q4 2015 TrendsMoPub
This report examines trends in mobile programmatic in the last quarter of 2015. Key themes include brand spend on mobile programmatic, engaging formats driving increased demand and publisher monetization, and trends in EMEA and APAC.
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
Are Your CPG Brands Maximizing the Return on Your Digital Investment?dunnhumby
CPG manufacturers have invested millions of dollars in their brand websites and social media presence, yet they struggle to show how their digital marketing investments are influencing brand purchases in stores.
Accenture, comScore and dunnhumbyUSA presented their groundbreaking study on the link between consumers’ usage of brand websites and their brand purchases in retail stores at the 2012 LEAD Marketing Conference in Chicago.
Programmatic Buying for Performance Marketers: Fact vs. MythJessica Tams
This document provides information about programmatic buying for performance marketers. It begins by debunking some common myths about programmatic, such as that it is only real-time bidding or too tedious to set up. The document then discusses how programmatic, especially real-time bidding on ad exchanges, can provide scale for performance advertisers. It also notes that programmatic works best for user-based targeting rather than content-based targeting. Several case studies are presented showing how specific advertisers achieved better returns on investment and lower costs per installation through programmatic. Opt-in video/rewarded video is highlighted as one of the most effective monetization methods.
Through a series of case studies, explore how affiliate marketing has grown from text links and banners to geo-targeted mobile campaigns. Discover what market factors drove this growth.
Experience level: Beginner
Target audience: Affiliates/Publishers, Merchants/Advertisers, Networks
Niche/vertical: Affiliate
Eric Collins, COO, Mobile Posse (Twitter @MobilePosse)
Rob Duva, CMO, RingRevenue (Twitter @RingRevenue)
Mark Silliman, CEO, Spadout.com
Carolyn Tang Kmet, Director of Affiliate Marketing, Groupon.com (Twitter @catango)
This document is Greystripe's Consumer Insights Report for the first quarter of 2009. It summarizes Greystripe user demographics, behaviors, and preferences based on surveys of their iPhone, Java, and rich media network users. Key findings include that Greystripe users are predominantly aged 18-44, well-educated, and make purchasing decisions influenced by advertising. The report also provides engagement metrics for Greystripe's platforms and top applications.
This document discusses mobile marketing strategies. It begins by defining a mobile marketing strategy as a plan of action to achieve business objectives using mobile marketing tactics and measuring their effectiveness. It then discusses key aspects of developing a mobile strategy, including understanding the target audience, business goals, and best mobile channels. It also outlines several mobile marketing techniques like mobile apps, ads, notifications and social media. Finally, it lists some popular mobile marketing tools like Instagram, Facebook, and SlideShare.
How to sell digital projects to your boss Julie Starr
Tips on visualising problems and selling the need for digital improvements to your boss in a way that allows them to sell it to their boss. A presentation to local government digital crew from around New Zealand at the ALGIM 2014 conference in Auckland.
Ad-tech startups can struggle when selling their technology and media to media agencies if they don't know the unspoken rules of successfully approaching these powerful brand owner middlemen. Learn more at www.chrisbourke.co.uk
22nd Century Selling Skills for ASTD ICE 2014Mike Kunkle
This is my presentation on 22nd Century Selling Skills for the 2014 ASTD International Conference and Exhibition. I'm presenting on May 4 in Room 145A from 12 to 1:30 pm.
The document outlines five rules for closing a sale:
1. You cannot sell anything to someone, but you can help them talk themselves into buying by helping them make a decision.
2. It is not about you, it is about the prospect and what they want to discuss.
3. Assume the sale by believing you offer the best solution and that you are talking to buyers, not just shoppers.
4. Close on minor points - if you agree on details, the major purchase will follow.
5. Take "no" to mean "not yet" - if you assume the sale, "no" just means you missed something and need to ask more questions.
Today buyers are more cautious than ever before when it comes to making decisions. This means that you’ll need a variety of closing techniques at your disposal if you’re going to smash your sales targets.
The great news is that one or a combination of these 8 best Closing Techniques can be used in any sales situation to help you turn every prospect into a buying customer.
The document provides tips and strategies for improving sales skills, including using positive language to build rapport with customers, remembering names, developing creative sales pitches, and using visual aids in presentations. It also discusses the Patterson Principle of Selling, a four-step sales process involving identifying customer problems, proposing solutions, demonstrating value, and closing the sale.
The document provides guidance on developing selling skills for pharmaceutical sales representatives. It outlines the selling procedure in 6 steps: 1) prospecting, 2) pre-call planning, 3) the call, 4) response handling, 5) closing, and 6) post-call analysis. Key aspects covered include identifying customer needs, presenting product benefits to satisfy needs, dealing with potential objections, and getting commitments. The overall approach is to gradually develop prescription potential with doctors through repeated calls over the long term.
The plan is simple. To grow your business with effective online marketing you have to understand the basics. These 28 pages quickly introduce you to digital marketing principles and will save you a ton of time. www.feldmancreative.com
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
Learn how to convince others of your UX ideas by understanding them.
We are good in designing usable and engaging products and services. We understand the user's needs and have a toolkit with dozens of deliverables. But for some reason it remains difficult to sell an idea or concept to team members, managers or clients. After this session that problem will be solved!
Selling your ideas and convincing others is one of the most undervalued assets in our field. This ranges from convincing a colleague to use a certain design pattern to selling research to your boss and convincing a client to go for your concept. You can come up with the best ideas in the world, but if it is presented in the wrong way these ideas will die a lonely dead. This is sad, because everybody can learn how to bring a message across. The main thing is that you know what to pay attention to.
In this session I will take you on a journey through the world of presenting ideas. We will move through the heads of clients and your colleagues, learn what their thoughts and needs are. We will move to the core of your idea and into the world of psychology.
Here are a few tips on selling from David Ogilvy and other experts. Can you sell?
Enter the Search for the World's Greatest Salesperson. Deadline May 16, 2010 at youtube.com/ogilvy
This document provides 10 tips for creating effective mobile ads based on analysis of over 800 mobile ad campaigns. The tips include designing for different mobile screen sizes, using fewer colors and words, including calls to action for certain industries, using images of humans, video, rich media, landing pages, and targeting ads appropriately by time and audience. Combining strong creative design with audience targeting can increase conversion rates.
This document discusses how programmatic technology enables customer-centric marketing. It notes that a customer's journey occurs across multiple touchpoints and that programmatic advertising helps overcome barriers to understanding customers by targeting the right person at the right time and place. Programmatic spending has grown significantly in recent years and will account for most display ad spending by 2017. Several major brands are adopting programmatic advertising and seeing improved results and ROI. The document advocates using first-party data and programmatic buying to drive more profitable marketing and improve the customer experience with relevant messages.
Advertising Trends in Digital and Traditional Media Channels Can J. Ogan
The customer is getting bombarded with more and more advertisements every day. While the techniques and technology are changing rapidly, it is becoming harder to build brand awareness and engage with potential customers today.
In this report we provide an overview of the native advertising ecosystem, with a specific focus on native advertising delivered programmatically. We touch on the native advertising market size, key vendors in the space, recent updates from incumbent advertising companies like Facebook, Google, Yahoo & Twitter, and key challenges and opportunities within the native ads market.
Programmatic Mobile Video Advertising Insights for Marketers, Global Report Q...Recruiting Manager
https://chocolateplatform.com/
In this report, we delve deeper into finding out why programmatic mobile video advertising is becoming a key focus area for marketers.
Während viele noch etwas verhalten gegenüber Programmtic Buying sind, charakterisiert und beeinflusst Programmatic Buying – der automatisierte Ein- und Verkauf von Werbeplätzen – und die damit einhergehende Marketing-Automatisierung, die Marketing-Branche nachhaltig. Unklar ist für viele, in welcher Form und in welchem Umfang es sie selbst und damit ihren Job und ihr Daily Business betreffen wird.
Advertising across screens—smartphones, tablets, and desktops—has become a hot topic. But how often are cross-screen campaigns actually being deployed? In this whitepaper, we examine how marketers, agencies, and publishers are thinking about cross-screen advertising and responsive design. Learn what growth is expected and what challenges exist to increased adoption of cross-screen campaigns.
This document provides benchmarks for native advertising formats and industries based on data from the Zemanta One platform. Some key findings include:
- Image Overlay and In-App formats had the highest click-through rates, while Related Articles had a lower CTR but higher cost-per-click.
- Food & Drink and Arts & Entertainment content performed well, while Technology had lower CTRs.
- On average, native advertising has much lower costs than display (CPC of $0.16 vs $0.55) and search, making it effective for top-of-funnel awareness campaigns.
The document discusses improving the digital marketing strategy for AutoNation Nissan Lewisville. It finds issues like unclear target audiences and a convoluted website structure due to AutoNation requiring dealerships to have third-party websites. The summary recommends focusing digital advertising and SEO to draw searches to their website, simplifying the website design to reduce customer abandonment, reevaluating their target market to the 25-35 age group, and promoting their new online sales process to attract younger online shoppers. An analysis of AutoNation and industry trends is also provided to inform the new strategy.
Programmable brand marketing uses big data, automation, and personalization to deliver targeted advertising across channels in a seamless way. It goes beyond previous programmatic approaches by tracking individuals across devices and media to understand consumer journeys. This allows ads to be dynamically optimized and attribution to be improved. While challenges remain in integrating technologies, programmable brand marketing promises more relevant experiences that drive value for both consumers and brands. As data and tools advance, the goal is to deliver highly personalized messages to the right users consistently.
This document discusses mobile advertising and user behavior towards mobile ad banners. It notes that mobile advertising gives marketers a captive audience in a targeted way and produces more immediate responses than other marketing methods. It explores various mobile advertising options like banners ads and spends time reviewing facts and statistics about banner advertising, including click-through rates and how many impressions can't be viewed. It also examines whether mobile banners deliver ROI and notes high bounce rates from mobile banner clicks.
The document discusses findings from 12 mobile marketing attribution (MTA) studies conducted by MMA across various brands and sectors. Some key findings include:
- Mobile has become mainstream for marketing but choices are overwhelming. Video and targeted display can drive consideration and sales respectively.
- Shorter mobile videos under 30 seconds perform better. Location targeting can significantly increase foot traffic and sales.
- Measurement and attribution tools still rely heavily on outdated metrics. Multi-touch attribution is important for accountability but current solutions have issues.
This campaign aims to promote Adobe Experience Cloud for Advertising as the preferred adtech solution through various media channels. The campaign will target CEOs, decision-makers, and practitioners through targeted advertising on TV, YouTube, airports, programmatic ads, and out-of-home advertising. It will also utilize influencer marketing, podcasts, conferences, and an educator program to generate awareness of Adobe Experience Cloud for Advertising's capabilities. The goal is to position Adobe as the undisputed leader in providing an integrated media and ad tech solution.
Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin.
Review this presentation to learn what works today and what you should be thinking about as we head into 2017.
Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.
This document provides a guide for mobile advertisers on challenges and solutions in the mobile advertising landscape. It discusses that while mobile advertising is growing, calculating ROI and finding relevant success metrics are major challenges. Advertisers want metrics that align with traditional media to measure campaign effectiveness consistently across platforms. However, most mobile publishers provide metrics like clicks and impressions that are mobile-specific and don't address brand metrics. Adopting standardized metrics like GRPs and brand lift that are used offline could help advertisers better evaluate mobile campaigns and increase mobile advertising spend.
This document provides an overview and key findings from a survey of over 200 UK marketers on the topics of retargeting, programmatic advertising, and performance marketing. Some of the main findings include:
- 95% of marketers expect programmatic ad budgets to increase or stay the same.
- 42% of marketers see social media as the hottest topic in retargeting.
- 58% of marketers plan to increase their mobile advertising budget in 2016.
- 75% of marketers feel that solving attribution is critical to marketing success.
New Interactive Advertising for Automotive IndustryDavid Bayliss
This document contains information about a new interactive advertising technology called Search & Display. It allows consumers to search real-time inventory within display ads. Search & Display is said to increase engagement, relevancy, and time spent compared to traditional display ads. The document provides examples of how auto dealers can integrate their new and used vehicle inventory into Search & Display ads, allowing consumers to search the dealer's inventory and link directly to vehicle detail pages within the ad unit. Analytics data on user behavior, views, and time spent within the ads is also collected. Search & Display is highlighted as being effective across devices and having higher click-through rates than standard ads.
HCL Notes and Domino License Cost Reduction in the World of DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-and-domino-license-cost-reduction-in-the-world-of-dlau/
The introduction of DLAU and the CCB & CCX licensing model caused quite a stir in the HCL community. As a Notes and Domino customer, you may have faced challenges with unexpected user counts and license costs. You probably have questions on how this new licensing approach works and how to benefit from it. Most importantly, you likely have budget constraints and want to save money where possible. Don’t worry, we can help with all of this!
We’ll show you how to fix common misconfigurations that cause higher-than-expected user counts, and how to identify accounts which you can deactivate to save money. There are also frequent patterns that can cause unnecessary cost, like using a person document instead of a mail-in for shared mailboxes. We’ll provide examples and solutions for those as well. And naturally we’ll explain the new licensing model.
Join HCL Ambassador Marc Thomas in this webinar with a special guest appearance from Franz Walder. It will give you the tools and know-how to stay on top of what is going on with Domino licensing. You will be able lower your cost through an optimized configuration and keep it low going forward.
These topics will be covered
- Reducing license cost by finding and fixing misconfigurations and superfluous accounts
- How do CCB and CCX licenses really work?
- Understanding the DLAU tool and how to best utilize it
- Tips for common problem areas, like team mailboxes, functional/test users, etc
- Practical examples and best practices to implement right away
zkStudyClub - LatticeFold: A Lattice-based Folding Scheme and its Application...Alex Pruden
Folding is a recent technique for building efficient recursive SNARKs. Several elegant folding protocols have been proposed, such as Nova, Supernova, Hypernova, Protostar, and others. However, all of them rely on an additively homomorphic commitment scheme based on discrete log, and are therefore not post-quantum secure. In this work we present LatticeFold, the first lattice-based folding protocol based on the Module SIS problem. This folding protocol naturally leads to an efficient recursive lattice-based SNARK and an efficient PCD scheme. LatticeFold supports folding low-degree relations, such as R1CS, as well as high-degree relations, such as CCS. The key challenge is to construct a secure folding protocol that works with the Ajtai commitment scheme. The difficulty, is ensuring that extracted witnesses are low norm through many rounds of folding. We present a novel technique using the sumcheck protocol to ensure that extracted witnesses are always low norm no matter how many rounds of folding are used. Our evaluation of the final proof system suggests that it is as performant as Hypernova, while providing post-quantum security.
Paper Link: https://eprint.iacr.org/2024/257
Fueling AI with Great Data with Airbyte WebinarZilliz
This talk will focus on how to collect data from a variety of sources, leveraging this data for RAG and other GenAI use cases, and finally charting your course to productionalization.
Building Production Ready Search Pipelines with Spark and MilvusZilliz
Spark is the widely used ETL tool for processing, indexing and ingesting data to serving stack for search. Milvus is the production-ready open-source vector database. In this talk we will show how to use Spark to process unstructured data to extract vector representations, and push the vectors to Milvus vector database for search serving.
Taking AI to the Next Level in Manufacturing.pdfssuserfac0301
Read Taking AI to the Next Level in Manufacturing to gain insights on AI adoption in the manufacturing industry, such as:
1. How quickly AI is being implemented in manufacturing.
2. Which barriers stand in the way of AI adoption.
3. How data quality and governance form the backbone of AI.
4. Organizational processes and structures that may inhibit effective AI adoption.
6. Ideas and approaches to help build your organization's AI strategy.
Monitoring and Managing Anomaly Detection on OpenShift.pdfTosin Akinosho
Monitoring and Managing Anomaly Detection on OpenShift
Overview
Dive into the world of anomaly detection on edge devices with our comprehensive hands-on tutorial. This SlideShare presentation will guide you through the entire process, from data collection and model training to edge deployment and real-time monitoring. Perfect for those looking to implement robust anomaly detection systems on resource-constrained IoT/edge devices.
Key Topics Covered
1. Introduction to Anomaly Detection
- Understand the fundamentals of anomaly detection and its importance in identifying unusual behavior or failures in systems.
2. Understanding Edge (IoT)
- Learn about edge computing and IoT, and how they enable real-time data processing and decision-making at the source.
3. What is ArgoCD?
- Discover ArgoCD, a declarative, GitOps continuous delivery tool for Kubernetes, and its role in deploying applications on edge devices.
4. Deployment Using ArgoCD for Edge Devices
- Step-by-step guide on deploying anomaly detection models on edge devices using ArgoCD.
5. Introduction to Apache Kafka and S3
- Explore Apache Kafka for real-time data streaming and Amazon S3 for scalable storage solutions.
6. Viewing Kafka Messages in the Data Lake
- Learn how to view and analyze Kafka messages stored in a data lake for better insights.
7. What is Prometheus?
- Get to know Prometheus, an open-source monitoring and alerting toolkit, and its application in monitoring edge devices.
8. Monitoring Application Metrics with Prometheus
- Detailed instructions on setting up Prometheus to monitor the performance and health of your anomaly detection system.
9. What is Camel K?
- Introduction to Camel K, a lightweight integration framework built on Apache Camel, designed for Kubernetes.
10. Configuring Camel K Integrations for Data Pipelines
- Learn how to configure Camel K for seamless data pipeline integrations in your anomaly detection workflow.
11. What is a Jupyter Notebook?
- Overview of Jupyter Notebooks, an open-source web application for creating and sharing documents with live code, equations, visualizations, and narrative text.
12. Jupyter Notebooks with Code Examples
- Hands-on examples and code snippets in Jupyter Notebooks to help you implement and test anomaly detection models.
Main news related to the CCS TSI 2023 (2023/1695)Jakub Marek
An English 🇬🇧 translation of a presentation to the speech I gave about the main changes brought by CCS TSI 2023 at the biggest Czech conference on Communications and signalling systems on Railways, which was held in Clarion Hotel Olomouc from 7th to 9th November 2023 (konferenceszt.cz). Attended by around 500 participants and 200 on-line followers.
The original Czech 🇨🇿 version of the presentation can be found here: https://www.slideshare.net/slideshow/hlavni-novinky-souvisejici-s-ccs-tsi-2023-2023-1695/269688092 .
The videorecording (in Czech) from the presentation is available here: https://youtu.be/WzjJWm4IyPk?si=SImb06tuXGb30BEH .
Trusted Execution Environment for Decentralized Process MiningLucaBarbaro3
Presentation of the paper "Trusted Execution Environment for Decentralized Process Mining" given during the CAiSE 2024 Conference in Cyprus on June 7, 2024.
GraphRAG for Life Science to increase LLM accuracyTomaz Bratanic
GraphRAG for life science domain, where you retriever information from biomedical knowledge graphs using LLMs to increase the accuracy and performance of generated answers
Skybuffer AI: Advanced Conversational and Generative AI Solution on SAP Busin...Tatiana Kojar
Skybuffer AI, built on the robust SAP Business Technology Platform (SAP BTP), is the latest and most advanced version of our AI development, reaffirming our commitment to delivering top-tier AI solutions. Skybuffer AI harnesses all the innovative capabilities of the SAP BTP in the AI domain, from Conversational AI to cutting-edge Generative AI and Retrieval-Augmented Generation (RAG). It also helps SAP customers safeguard their investments into SAP Conversational AI and ensure a seamless, one-click transition to SAP Business AI.
With Skybuffer AI, various AI models can be integrated into a single communication channel such as Microsoft Teams. This integration empowers business users with insights drawn from SAP backend systems, enterprise documents, and the expansive knowledge of Generative AI. And the best part of it is that it is all managed through our intuitive no-code Action Server interface, requiring no extensive coding knowledge and making the advanced AI accessible to more users.
For the full video of this presentation, please visit: https://www.edge-ai-vision.com/2024/06/temporal-event-neural-networks-a-more-efficient-alternative-to-the-transformer-a-presentation-from-brainchip/
Chris Jones, Director of Product Management at BrainChip , presents the “Temporal Event Neural Networks: A More Efficient Alternative to the Transformer” tutorial at the May 2024 Embedded Vision Summit.
The expansion of AI services necessitates enhanced computational capabilities on edge devices. Temporal Event Neural Networks (TENNs), developed by BrainChip, represent a novel and highly efficient state-space network. TENNs demonstrate exceptional proficiency in handling multi-dimensional streaming data, facilitating advancements in object detection, action recognition, speech enhancement and language model/sequence generation. Through the utilization of polynomial-based continuous convolutions, TENNs streamline models, expedite training processes and significantly diminish memory requirements, achieving notable reductions of up to 50x in parameters and 5,000x in energy consumption compared to prevailing methodologies like transformers.
Integration with BrainChip’s Akida neuromorphic hardware IP further enhances TENNs’ capabilities, enabling the realization of highly capable, portable and passively cooled edge devices. This presentation delves into the technical innovations underlying TENNs, presents real-world benchmarks, and elucidates how this cutting-edge approach is positioned to revolutionize edge AI across diverse applications.
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slackshyamraj55
Discover the seamless integration of RPA (Robotic Process Automation), COMPOSER, and APM with AWS IDP enhanced with Slack notifications. Explore how these technologies converge to streamline workflows, optimize performance, and ensure secure access, all while leveraging the power of AWS IDP and real-time communication via Slack notifications.
How to Interpret Trends in the Kalyan Rajdhani Mix Chart.pdfChart Kalyan
A Mix Chart displays historical data of numbers in a graphical or tabular form. The Kalyan Rajdhani Mix Chart specifically shows the results of a sequence of numbers over different periods.
Programming Foundation Models with DSPy - Meetup SlidesZilliz
Prompting language models is hard, while programming language models is easy. In this talk, I will discuss the state-of-the-art framework DSPy for programming foundation models with its powerful optimizers and runtime constraint system.
2. Purpose
To help you listen to and understand your dealer’s advertising needs (whether
dealers fully know them or not)
To help you help your dealers stake their unfair share of the market both now and in
the future
To help you help your dealers understand how banner advertising on CarSoup helps
our dealers meet those advertising needs
To help give you a better understanding of what types of campaigns we have
available for your dealers
To help you work with your dealers to determine how their campaigns are doing on
the site and how you can monitor their campaigns internally
3. Ad Banner Basics
Automotive Internet = Automotive Super Highway
Where all drivers on the CarSoup Automotive Super Highway are potential car
buyers.
CarSoup is a publisher. We generate revenue by delivering relevant messages to
drivers on our automotive super highway.
Banner ads are a cost-effective way of enabling dealers and other advertisers to
deliver their message only to consumers on the Automotive Highway.
The ultimate destination is getting users to the advertiser’s website. Don’t let your
dealers waste gas by taking expensive “shortcuts” off of the highway (i.e. spending lots
of money on non-targeted campaigns). Shortcuts have their place in getting an
advertiser to their destination, but their most efficient route is driving direct down the
main highway.
4. Ad Banner Basics
Ad Banners on CarSoup
Leaderboard, 728x90
Targeted Ad Banner, Summary 1 or 2, Full
Dealer Spotlight Banner, 468x60
Medium Rectangle
(Rec1 or Rec2), 300x250
Pop-Under
Wrap
5. Ad Banner Basics
Who Buys Ad Banners on CarSoup?
Dealers currently listing their vehicles on our site who want to increase their
exposure and brand their dealership to a purely automotive audience
Automotive third parties seeking direct leads for sales to visitors on the site, e.g.
auto insurance or finance companies
General advertisers who just want to have their products and services displayed to
the millions of eyeballs on our site
6. Why Brand Online?
The Internet is Dominant in the Automotive Purchase Funnel
cy2010 TOTAL 6mo 5mo 4mo 3mo 2 mo 1 Mo 2 Wk The Internet is now
Television Ad 12.92% 12.91% 13.55% 9.27% 6.01% 5.71% 3.19% the dominant medium
Internet 17.80% 20.89% 24.18% 26.14% 24.37% 21.34% 23.18%
used to in the
Consumer Mag
Ads 9.81% 10.43% 11.94% 12.78% 9.06% 7.15% 5.38%
consumer’s
Friend/Relative 11.82% 9.24% 6.83% 5.51% 9.37% 11.45% 6.13% automotive decision
Business making process. At
Associate 8.21% 6.19% 3.68% 3.41% 3.86% 3.96% 5.62% every level of the
Dealer Brochure 0.52% 0.47% 0.58% 0.82% 0.79% 0.72% 0.63% purchase
Consumer
Reports 7.32% 7.47% 9.21% 11.56% 11.83% 12.09% 9.83%
funnel, internet is out-
Local Newspaper 3.52% 4.86% 6.02% 7.13% 8.65% 11.35% 17.19% performing other
Auto Article (any media options by 2 to
source) 3.25% 3.87% 4.66% 5.24% 4.83% 6.73% 7.24% 3x percent.
Radio Ad 1.32% 1.35% 1.07% 1.03% 1.74% 2.39% 1.46%
Awareness Consideration Performance Action Loyalty BUYERS
Source: CNW Marketing Research 2010
7. Advertising Online Effectively
Banners are the Most Effective in Generating Brand Awareness
In this study, banner advertising was proven to
be more efficient than search by providing almost
11x more conversions. Although most viewers of
display never clicked on a banner, the message was
obviously effective enough for the viewer to
remember it when it came time to purchase.
These results are not all that surprising. Just as it
would be unreasonable to assume that someone
would walk right into their neighborhood store to
buy a six-pack immediately after seeing a
Budweiser ad on TV, it should be just as
unreasonable to assume that online users are
going to disrupt their current browsing experience
by clicking on an ad to check out what you have to
sell (even if it is relevant to their lives in general).
The goal is to get your brand in front of the
potential client enough times prior to them making
their purchase decision to think about your brand
when they go to purchase. These studies are
proving that banner advertising is the most
effective and efficient way to do that.
*”A Click is Not a Click is Not a Click” IQ Advisor: May 31, 2011 via Adotas.com
8. Why CarSoup?
CarSoup and other third-party auto sites are THE way consumers are researching their
vehicle purchases today. Seventy-one percent of consumers use the Internet while shopping
for new and used vehicles. According to a study of recent car buyers, “Half of new vehicle
buyers and 58 percent of used vehicle buyers said that the Internet was the most influential
source in their purchase decision”. Of the time online, consumers are spending more time on
third-party sites than on manufacturer and dealer sites.*
CarSoup reaches more of these car shoppers than any other Automotive site in our core
marketplace, reaching 3x the consumers than our closest competitors.*
Dealers are paying A LOT more to advertise on TV, newspapers, direct mail, etc. Only 3-5%
of consumers are in-market for a vehicle at any given time. That means that 95-97% of the
impressions delivered through traditional mediums are wasted on consumers who are tuning
out your message because it doesn’t relate to them. CarSoup users have actively chosen to
come to CarSoup to research a vehicle.
*&Source: Polk View February 2011
*Mpls/St. Paul Media Audit Press Release (Sept.-Nov. 2009)
9. Why Buy Banners on CarSoup?
We know that vehicle listings are extremely effective for those consumers who are within
2 weeks of purchasing their vehicle. However, consumers are searching up to 6 months prior
to making their final purchase. Our goal for our dealers is that they achieve TOMA (Top of
Mind Awareness), meaning that when the consumer is ready to pull the trigger, they’ll think
of your dealership first because they’ve seen their name throughout their purchase process.
TOMA is achieved with the right frequency and placement. Our banner placements
purchased in addition to vehicle listings are specifically designed to achieve that optimal
frequency and placement.
Buying banners on CarSoup is like buying billboards on the Automotive Super Highway.
Compare the price a dealer will be paying to run in their local newspaper or other
traditional medium. They are most likely paying a lot more for a lower frequency. And
again, 95-97% of the newspaper impressions that they reach will be wasted.
10. Lead Gen vs. Branding
Lead Generation is about the immediate gratification. Branding is about developing
consumer awareness to enable lead generation campaigns to maximize results.
Lead Gen and Branding are both needed to get consumers to the holy grail: into your
dealership to purchase a vehicle.
In our new marketplace, branding campaigns will be necessary to stay in the game. If a
dealer doesn’t see the value in branding, move on. You act as a knowledgeable consultant to
your dealer clients, but it’s not your job to try to convince a dealer otherwise if he doesn’t
see the value of branding his/her dealership to shoppers who have actively shown interest in
vehicle shopping for one reason or another. There are plenty of dealers that will see the
value, and those who don’t will need to come around eventually to thrive. Remember, it’s all
about getting your dealer their unfair share of the marketplace. Banners are the ONLY way to
do that on CarSoup.
11. What Can You Sell?
Targeted Ad Banner
Dealer Spotlight
Run of Site Rec2
Pop-Under
12. Targeted Ad Banner
Promotes your dealership right in
the middle of a search return
The ONLY way to call attention to
your dealership on these specific
make pages
Limited availability – only a select
number of dealers can purchase this
position by make. Once it’s sold, it
runs until cancelled, so you want to
stake your claim before it becomes
unavailable.
Make sure to tell consumers
searching for the makes you carry
why they should buy from you rather
than the competitor before it’s too
late and they are already looking at
the details of a vehicle on your
competitor’s lot.
13. Dealer Spotlight
The ONLY way for a dealer to buy
Home Page and Landing Page
placement
Call attention to the attributes of
your dealership before a consumer
starts their search
Running on Landing Pages has
proven to increase the number of
searches for a particular make or
model. Make sure to get your
message out in front of the consumer
so they consider your brand before
it’s too late.
14. Run of Site Rec2
This is your second chance to get
your message in front of a consumer
before they make their purchase
Your message will appear on a
percentage of all of the search return
pages on the site. The percentage was
set by determining the optimal reach
and frequency by market.
15. Pop-Under
Extremely limited opportunity
Reaches all users that come to
CarSoup – the only way to do that
Exclusivity – only one dealer served
In addition to the branding
opportunity of this unit, it’s unique in
that it also produces unprecedented
direct results.
17. Combo Packages
The goal of these packages is to give you an easy advertising opportunity to offer
your dealers when they’re looking to run a short-term special promotion
Your dealer should always want to be promoting the benefits of their dealership to
the dealership down the street. For that, we have the on-going Targeted Ad Banner.
To Note: The time period of these campaigns is 2 weeks in the Twin Cities; One
Month in other direct markets. This time frame was determined to be the optimal
amount of time needed to make sure your dealer gets their message in front of enough
eyeballs to make their campaign matter while making sure that we kept campaign costs
at an effective level.
Dealers often say they want to advertise for the last 2 weeks of a month, but that’s
not how CarSoup users shop. Consumers don’t care what part of the month it is; they
search for vehicles when they are interested in them.
Pageviews
800000
600000
400000
200000
0
Pageviews
Mon…
Wed…
Thu 3/17
Thu 3/31
Tue 3/1
Sat 3/5
Sun 3/13
Sat 3/19
Sun 3/27
Thu 3/3
Fri 3/11
Fri 3/25
Tue 3/15
Tue 3/29
Mon 3/7
Wed 3/9
18. Measuring Performance
Basic Campaign Measures
IMPRESSION: Sometimes called a view or an ad view, is a term that refers to the
point in which an ad is viewed once by a visitor, or displayed once on a web page.
CLICK-THRU: The number of times a particular ad was clicked on by a user.
CLICK-THRU RATE (CTR): The number of times an ad was clicked, divided by the
number of impressions delivered. You will need to take that number and multiply by
100 to get this number expressed as a percentage.
For example, if you ran a campaign that served 100,000 impressions and 100 people
clicked on that ad, you would have a click-thru rate of 0.10.
100/100,000 = 0.001 * 100 = 0.10
19. Measuring Performance
CTR Averages on CarSoup (April 2011)
468x60 0.08%
Rec2 ROS 0.07%
Dealer Spotlight 0.08%
Pop-Under 3.10%
National Advertising through Jumpstart 0.06%
Gold Standard to Shoot For: 0.08%-0.12%
•fd
21. Summary
We have a ton of opportunity for banner sales.
If a dealer can support the notion that they need to brand themselves to
succeed, they should be able to see why placing an advertising spend on CarSoup in
addition to their listings is necessary for their overall goal.
There is loads of information out there to help support this. If you think of
something you could use, ask for it.
22. And Remember…
Use your resources! All of the information provided in this presentation is
bouncing around in our heads PLUS so much more! We like talking about
this stuff and are more than happy to do whatever we can to help you
succeed. That’s our only dream and desire in life – to help you succeed!
In case you forget, refer to this presentation for visual cues as to who your
experts are.
To start, let’s explain quickly why we’re giving this presentation. Our intent is to help you help your dealers succeed through successful online banner campaigns. I want to mention once again that this is another resource. A lot of what we cover will be verbatim from the slide because we’d like to verbally present the information once with the expectation that you’ll go back and re-read the relevant information. If it’s not contained on the slide itself, we’ve included the details in the notes section of the powerpoint, as we want this to be a resource you can refer to on an on-going basis.And finally, in case it needs to be said, this document is for internal use only. Please do not use any slides from this document for external use.Let’s dive in. Since this is unlike a normal presentation, we’d like you to feel free to interrupt with questions.
Our purpose today is to To help you listen to and understand your dealer’s advertising needs (whether dealers fully know them or not) To help you help your dealers stake their unfair share of the market both now and in the future To help you help your dealers understand how banner advertising on CarSoup helps our dealers meet those advertising needs To help give you a better understanding of what types of campaigns we have available for your dealers To help you work with your dealers to determine how their campaigns are doing on the site and how you can monitor their campaigns internally
Automotive Internet = Automotive Super Highway Where all drivers on the CarSoup Automotive Super Highway are potential car buyers.CarSoup is a publisher. We generate revenue by delivering relevant messages to drivers on our automotive super highway. Banner ads are a cost-effective way of enabling dealers and other advertisers to deliver their message only to consumers on the Automotive Highway. The ultimate destination is getting users to the advertiser’s website. Don’t let your dealers waste gas by taking expensive “shortcuts” off of the highway (i.e. spending lots of money on non-targeted campaigns). Shortcuts have their place in getting an advertiser to their destination, but their most efficient route is driving direct down the main highway.
These are the current banner advertising positions we run on CarSoup. As you can see, internally we use a number of names for the same position in a couple of cases. Note the 468x60 and 300x250 specifically go by many names – all correct.
Who buys ad banners on CarSoup?Ad banner sales can be placed into three general groups:Probably the most important and profitable way for you guys to sell our inventory is to sell it to your dealers and clients who are already participating on the site to increase their exposure and brand their dealership to a purely automotive audience. We also sell advertising space to automotive third parties seeking direct leads for sales to visitors on our site, e.g. auto insurance and finance companies.And finally, we sell to general advertisers who just want to have their products and services displayed to the millions of eyeballs on CarSoup. Your concentration should be to help your dealers stake their unfair share of the market both now and in the future by providing additional exposure opportunities on CarSoup through ad banners displayed to our audience. You can do this through the 4 “dealer owned” positions on the site, which we will discuss in detail later on in this presentation. For all other banner opportunities, Skilly and I will help or handle, depending on the opportunity. For these non-standard requests, please don’t send any pricing or ideas to your client unless it has been approved by Skilly.
Why should your dealers brand online? Because the internet is dominant in the automotive purchase funnel. This illustration shows that at every level of the purchase funnel, internet is out-performing other media options by 2 to 3 percent! By now, it should be apparent to dealers that they need to have presence online to stay in the game.
Dealers may know that they need to be online, but there are many ways for your presence to be made online. Lack of knowledge and the recession has forced advertisers to cut back on their advertising spends. Currently, many dealers are spending their online dollars to only retain their current customers. They do that by having their own website and buying search key words to make sure that they get people to their website. This is a more reactive approach to advertising (making sure your competitor doesn’t buy your customers in search) versus a proactive method to drive new customers to their websites. The problem with this is that a huge percentage of those clicks they just purchased from Google are people who just typed in the dealer’s full name (meaning you already had them as a customer). Dealers will not be able to grow just buying search keywords alone, and unfortunately the cost of search will only continue to rise as more dealers come into the space. The key for dealers who want to flourish is to buy branding campaigns on targeted sites online. By buying a targeted site (like CarSoup), dealers will not be wasting valuable dollars by running impressions on other non-automotive sites or other non-targeted mediums. This type of advertising has its place in an overall branding buy, but buying targeted online branding is the most efficient form of advertising for dealers.This study conducted by IQ Advisor shows how effective online banner advertising really is. This is just one of a number of studies that are finding similar results.Bullet PointsThis is just a quick summary of the study’s key points. I have a copy of the full study if you are interesting in reading the details. We are also going to continue to pull any relevant research and make sure that it is available to you moving forward.
So now that you have a better understanding of why your dealers would want to have presence online, let’s go into detail on why they should choose to advertise on CarSoup.CarSoup and other third-party auto sites are THE way consumers are researching their vehicle purchases today. Seventy-one percent of consumers use the Internet while shopping for new and used vehicles. According to a study of recent car buyers, “Half of new vehicle buyers and 58 percent of used vehicle buyers said that the Internet was the most influential source in their purchase decision”. Of the time online, consumers are spending more time on third-party sites than on manufacturer and dealer sites.CarSoupreaches more of these car shoppers than any other Automotive site in our core marketplace, reaching 3x the consumers than our closest competitors.Dealers are paying A LOT more to advertise on TV, newspapers, direct mail, etc. Only 3-5% of consumers are in-market for a vehicle at any given time. That means that 95-97% of the impressions delivered through traditional mediums are wasted on consumers who are tuning out your message because it doesn’t relate to them. CarSoup users have actively chosen to come to CarSoup to research a vehicle.
So we obviously have clear evidence that dealers need to have presence on CarSoup. Buy why does it make sense for the dealers to spend on CarSoup beyond their listings? Again, we know that only 3-5% of people are in-market for a new (to them) vehicle at any given time. And we know that vehicle listings are extremely effective for those consumers who are within 2 weeks of purchasing their vehicle. However, consumers are searching up to 6 months prior to making their final purchase. Our goal for our dealers is that they achieve TOMA (Top of Mind Awareness), meaning that when the consumer is ready to pull the trigger, they’ll think of your dealership first because they’ve seen their name throughout their purchase process. TOMA is the goal for any advertising campaign. TOMA is achieved with the right frequency and placement. Our banner placements purchased in addition to vehicle listings are specifically designed to achieve that optimal frequency and placement. While not every consumer on CarSoup will be a fit for your dealership, not running anything will only further ensure that you are missing out on that consumer. Buying banners on CarSoup is like buying billboards on the Automotive Super Highway. On any highway, why do some dealers put up balloons and big signs? It’s because they want to draw attention so they stand out from the others. CarSoup is like the automotive super highway, where all of the dealers are on one strip to drive down. Buying banners on CarSoup is the only way that our dealers can pull themselves out of the crowd, since we don’t allow bidding wars for premium listings. If your dealers looked at our listings this way, don’t you think they’d want to make sure they called attention to their particular dealership in any way possible?And finally, compare the price a dealer will be paying to run in their local newspaper or other traditional medium. They are most likely paying a lot more for a lower frequency. And again, 95-97% of the newspaper impressions that they reach will be wasted.
Lead Generation is about the immediate gratification. Branding is about developing consumer awareness to enable lead generation campaigns to maximize results. Lead Gen and Branding are both needed to get consumers to the holy grail: into your dealership to purchase a vehicle.In our new marketplace, branding campaigns will be necessary to stay in the game. If a dealer doesn’t see the value in branding, move on. You act as a knowledgeable consultant to your dealer clients, but it’s not your job to try to convince a dealer otherwise if he doesn’t see the value of branding his/her dealership to shoppers who have actively shown interest in vehicle shopping for one reason or another. There are plenty of dealers that will see the value, and those who don’t will need to come around eventually to thrive. Remember, it’s all about getting your dealer their unfair share of the marketplace. Banners are the ONLY way to do that on CarSoup. That being said, it’s important to note that more often than not you are not going to be successful pitching a banner campaign to an internet manager. We aren’t advising that you don’t meet with the internet manager, but the internet manager’s main goal is to get more leads. Running listings on CarSoup will do that. Your pitch will fall on deaf ears to an internet manager because he’s not focused on branding the dealership. When pitching a branding campaign, you need to be speaking to the person in charge of getting the dealer’s message out there. Most often that is the General Manager.
Okay, so by now I’m sure you’re all itching to get out on the street to sell banners, right???? Right. Knowing that our lives are hectic, we’re making sure to keep banner sales as simple as possible. There is plenty of inventory available for these positions, and you’ll be able to easily keep track of the inventory available for these positions through resources that we’ve put together. We already have the Targeted Ad Banner report available for that position. Continue using that and selling a la carte. We also already have documents that report on the availability of the pop-under and the Dealer Spotlight. I think you’ll agree that this method is more efficient than requesting availability from me. We’ve made sure the Rec2 position mirrors the Dealer Spotlight so that it is a clean cut position for you to sell. We’ll get into the details of selling these positions in a bit, and follow-up in your team meetings with pricing details, etc. Any other type of campaign you’ll need to work with Skilly as he’s the expert.Please note: I didn’t include the wrap here. That’s because we are more or less just including the wrap now if your dealer has purchased the preferred package. Also, you won’t have any channel conflict on these pages, as your dealer’s detail pages are obviously theirs to purchase if they want to (as long as they are on the enhanced package or above).
We’ve bulleted out some details for each of the banners that are available to you to sell. In the interest of time, we’ll just cover points that may be a new way of thinking of these positions, and explain how each of these positions fits on the Automotive Super Highway.The purpose of the Targeted Ad Banner is to make sure to tell consumers searching for the makes you carry why they should buy from you rather than the competitor before it’s too late and they are already looking at the details of a vehicle on your competitor’s lot.On the automotive super highway, the Targeted Ad Banner is like having a billboard placed as an overhang in the Ford lane.
The Dealer Spotlight is the only way for dealers to call attention to the attributes of their. dealership before a consumer starts their searchRunning on Landing Pages has proven to increase the number of searches for a particular make or model. Make sure to get your message out in front of the consumer so they consider your brand before it’s too late.Jumpstart has a number of case studies that has proven this. They’ve seen time after time that when a manufacturer purchases a sponsorship placement on the Home Page or on a Landing Page the uniques that search for the vehicle advertised increases. I’d be happy to provide this reporting. While we can’t personally guarantee or provide reporting that running the Dealer Spotlight will increase the uniques to the dealership, we do know that this is a key placement in achieving the top of mind awareness that the dealer is striving for because of its unique placement. Sell the value of the placement for branding vs. direct results.On the automotive super highway, the Dealer Spotlight is like running a billboard right as you get onto the highway telling consumers why they need to make sure they stop at your dealership.
The Run of Site Rec2 is a new position being made available to you only through the new packages that we’re about to present. The Run of Site Rec2 is the second chance to get your message in front of a consumer before they make their purchase.On the automotive super highway, the Run of Site Rec 2 is like having a billboard along the strip reminding the consumer not to forget the reasons for stopping into your dealership.
The Pop-Under is unique because in addition to being a branding campaign, it also produces unprecedented direct results.On the automotive super highway, the Pop-Under is like putting up a gate at the end of the highway with your message reminding consumers that your dealership will be there when it’s time to make a decision. The gate will open once the message has been read.
A combination of the Dealer Spotlight, Run of Site Rec 2 and the Pop-Under is the optimal way to reach consumers at all points throughout their shopping process on CarSoup. Combining all three positions will garner your dealers the best results, and we want to encourage you and your dealers to purchase presence in all 3. Because of this, we have decided to put these products into packages to make the selling process that much easier. In addition, we feel so strongly about the effectiveness of running multiple positions that we included a discount from rate card if you purchase the products in the package. You can still sell dealers these products a la carte technically, but we want to move away from that option whenever possible. You can always add on the Targeted Ad Banner to this package at the rate card price, but because of availability and targeting restrictions, we cannot include it in these packages or provide a discount on that position. Remember that these are our current packages and prices (which we’ll provide later this week). Please be aware that we are free to make changes to this whenever necessary, and you should expect that we’ll continue to tweak these packages as we grow this opportunity. That being said, when selling, you will need to stick with the most current rate card to make sure that we are being fair to all of our dealers.
The goal of these combo packages is to give you an easy advertising opportunity to offer your dealers when they’re looking to run a short-term special promotion Your dealer should always want to be promoting the benefits of their dealership vs. the dealership down the street. For that, we have the on-going Targeted Ad Banner campaigns. To Note: The time period of these campaigns is 2 weeks in the Twin Cities; One Month in other direct markets. This time frame was determined to be the optimal amount of time needed to make sure your dealer gets their message in front of enough eyeballs to make their campaign matter while making sure that we kept campaign costs at an effective level. Dealers often say they want to advertise for the last 2 weeks of a month, but that’s not how CarSoup users shop. Consumers don’t care what part of the month it is; they search for vehicles when they are interested in them.This graphic illustrates that there are no spikes in page views on CarSoup throughout the month. Consumers are consistently shopping for vehicles.
Now knowing why we would want to sell banner advertising on CarSoup and what you have available to sell, let’s discuss quickly what you need to know to maintain these campaigns once they’ve been sold. A campaign sold on CarSoup runs through our ad server, DART. DART can provide the basic reporting that your client will want to know after the campaign has run: Impressions Served, Number of Clicks on those Impression, and the Click-Thru Rate (CTR). (Walk through bullet points).Remember, however, that this is just basic reporting on the performance of a banner campaign. We will want to be able to provide this information to a client when asked, because they will expect to see it, but the overall campaign performance encompasses so much more than just the CTR. A branding campaign simply cannot be measured on CTR alone, as the purpose of a branding campaign is to create overall awareness for your dealership so that they are remembered when the consumer is ready to purchase. There is no exact way to measure the success of a branding campaign on any medium, but what your dealers can control is how effectively they place their message in front of potential customers. We can guarantee that placing their message on CarSoup is not wasted because our audience has actively shown interest in getting information about available vehicles in your dealer’s backyard.
That being said, we know that those measurements are available and that dealers will want to know how their performance stacks up to their competition. Although the overall goal is a long-term branding campaign, there is nothing wrong with confirmation that the message you are presenting CarSoup users is interesting enough to garner a click from the user. Considering the user is actively searching for a vehicle, if you can present an offer or message that is so appealing the user wants to leave their search to find out more information immediately, that’s very valuable. We just need to make sure we set our dealers’ expectations at a reasonable level and fully explain why a click on their creative is NOT the end all be all of an effective campaign. 468x60 0.08% Rec2 ROS 0.07% Dealer Spotlight 0.08% Pop-Under 3.10% National Advertising through Jumpstart 0.06% The gold standard was provided to us by Jumpstart. They have an entire team based in Detroit who are analyzing campaign results on a daily basis to provide back to the manufacturer. The manufacturer has much more in-depth reporting about the entire campaign cycle, and they put all of this information together to produce a KPI (key performance indicator) which differs on an OEM to OEM basis. Therefore, we can trust that they have done their research in determining what a good to great CTR is in producing overall campaign performance. On a regional level, 0.08 to 0.12% is a great CTR and they will happily buy from a site that can produce these results. If we can aim to keep our campaigns in this range, we’re golden. In general, 0.08-0.12 is a much higher CTR than you would typically see for a campaign that can’t provide the audience targeting that CarSoup can provide.
Our job is to consult with our dealers and give them our expert advice based on the knowledge we have obtained through relationships with thousands of dealers. We’re not just selling products that may or may not work to hit our goals , we’re helping these dealers reach their optimal results by providing solutions that can help them get there. As with anything we provide to our dealers, when we sell a banner campaign we need to make sure that we’re diligently continuing to help that dealer succeed. We may not be able to control all aspects of the campaign, but we can make sure that we get a good message out on the site for our dealers and that we’re keeping an eye on the impressions and performance for these dealers on a regular basis. You have the tools currently to keep an eye on the performance of your dealers as well as all of the campaigns on the site. This information is included in the All Advertiser Report, which I send out on a monthly basis. As part of our maintenance, we should be using this report to make sure that our clients are receiving the number of impressions that they should based on their monthly payment, and that they are performing to the level of expectation set by other dealers in the marketplace. Additional group branding and location aside, there are definitely still instances where it is evident why one campaign is performing better than another. I can help show you how to do this analysis for any of your dealers. We don’t want to pit dealers against one another, but rather our job is to make sure that all of our dealers are getting the best results as possible by running a campaign that will be meaningful to the consumer.By way of example, I’ve looked at a couple of campaigns by target to determine if anything stood out as being more effective. In the essence of time, we’ll just look at one today. Can anyone wager a guess as to which of these campaigns targeted to Toyota is more successful and why? The Rudy Luther Toyota campaign sends a clear message and has a call to action. Carlson Toyota doesn’t give us any reason to want to shop at Carlson Toyota, and it doesn’t invite you to click to get more information. RL Toyota had a 0.07% CTR in April, while Carlson had a 0.03%. Overall, neither of these are fantastic examples of creative because they’re not saying anything specific about their dealerships. The goal for any marketing campaign is to tell a consumer what makes your dealership unique. If you don’t tell them clearly and succinctly why you are unique, you have missed out on that consumer down the road.
We have a ton of opportunity for banner sales. If you are going to attain your goals this year, this is one of the easiest ways to do it because of the amount of opportunity available.If a dealer can support the notion that they need to brand themselves to succeed, they should be able to see why placing an advertising spend on CarSoup in addition to their listings is necessary for their overall goal. There is loads of information out there to help support this. If you think of something you could use, ask for it.