The document outlines a strategy for optimizing direct response success through ad visibility tracking and impact measurement. It details a step-by-step approach, including defining visibility thresholds, analyzing by site domain, and excluding low-visibility clusters, resulting in significant conversion rate improvements. A case study in financial services illustrates these concepts, highlighting increases in conversion rates across various steps of the purchase funnel.

1. Using ad visibility and
comprehensive impact measurement
to achieve direct response success

2. Leverage ad visibility tracking for optimisation
Step 1
Define the thresholds
Branding Direct Response
ALENTY
benchmarks
and studies
Ad
not
seen
Ad
seen
a
few
Ad
seen
more
Ad
not
seen
Ad
seen
a
few
Ad
seen
more
seconds
than
10
seconds
seconds
than
10
seconds
Low Mid High
1-7 sec 7-13 sec >13 sec
80% 80% 80%

3. Leverage ad visibility tracking for optimisation
Step 2
Analyse by site domain and ad format
eg. lemonde.fr / 728x90
Step 3
Exclude low/no-visibility clusters

4. Leverage ad visibility tracking for optimisation
Step 4
Enjoy the results, 2 weeks later
Case study details:
Vertical: financial services
Timing: Sept/Oct 2012
Volume: 21 million impressions

5. This helped optimise the conversion rate
across the entire purchase funnel
Landing
Step 1 Step 2 Conversion
page
Conversion
+42% +15% +26% +10%
rate lift

6. (Properly attributed) post-view response turned
out to generate the highest conversion rate
Post-view
6
676
response
Landing page Step 1 Step 2 Conversion
x4,6 x3750
x7
Post-click
2
591
response
Landing page Step 1 Step 2 Conversion

7. thank you!
yann le roux
MATIRO
yleroux@matiro.com