Alenty provides tools to measure online branding advertising effectiveness by analyzing viewing time and visibility of ad campaigns on web pages. Their approach embeds a script to track individuals' activity while web surfing. This allows for a precise measure of ad exposure time to identify high-quality ad placements. Media agencies, publishers, and advertisers can use Alenty's metrics like visibility rate and exposure duration to optimize online media plans and campaigns.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
See how new ad measurement metrics like banner ad viewing time and visibility rate can benefit Media agencies, Advertisers, Publishers and Ad Networks.
Google Adwords Fundamental Certification Question AnswersMandeep Hooda
Prepare yourself for the Google Adwords Fundamental Certificate. More about Google Adwords Certification read at http://www.sharelocalbusiness.com/blog/google-changes-adwords-certification-exams-certifications-validation/
This presentation will covered the display advertising ecosystem & how display bought & sold, including overview of key players & concepts like, Real Time Bidding, Ad Exchanges, Demand Side Platforms, Data Management Platforms & Ad Servers.
Red Door Interactive: Contribution-Attribution-Mix, Oh My! Creating Content f...AMASanDiego
Track: Insight & Analytics
Topic: MULTI-ATTRIBUTION
Title: Contribution-Attribution-Mix, Oh My! Creating Content for YOUR Customers
Speaker: ANDY BATTEN, Director of Digital Analytics & Optimization, Red Door Interactive
While the phrase ‘Attribution’ has been supplanted by ‘Big Data’ as the hottest buzz-word in digital marketing, it remains a concept that few understand, and even fewer are incorporating into channel marketing strategies. Often, the difficulty for many companies is in breaking the concept down into the core components that could otherwise help them grasp and move through the process. Rather, companies think of attribution as one giant problem to solve, which inevitably continues to push the topic into the ‘next year’ bucket on their list of priorities.
In “Contribution-Attribution-Mix, Oh My!”, Andy will break down the concept of ‘Attribution’ into core concepts and strategies that make the process tangible and linear, so you can walk away understanding the necessary elements and steps which are required to move from the crawl phase to ‘running’ with econometric/media mix modeling.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
Multi-Channel Attribution: Measure Online Marketing ROI - Marketing Automatio...Universem
Presentation given at Marketing Automation Summit 2014 on Septembre 19th 2014. http://www.digimedia.be/forum/MAS/
We covered 3 topics in this presentation:
1. What is Multi-Channel Attribution?
2. How to measure the ROI of your marketing actions?
3. Multi-Channel Attribution in practice
A Brief of Google AdWords Pay Per ClickRanjan Jena
PPC is particularly good for split testing as it allows your strategies to fail much faster, saving you time and money in the long run. While it seems like strange advice, knowing what terms not to go for can be more important in some ways than figuring out which search terms are best, as creating content is expensive and time consuming. If you don’t have it right, you will waste a lot of time and resources.
Viewable Impressions Metric As The Industry StandardMARC USA
TargetCast talks about establishing principles for future measurement: moving from ad served impressions to a viewable impressions metric as the industry standard.
Google Adwords Fundamental Certification Question AnswersMandeep Hooda
Prepare yourself for the Google Adwords Fundamental Certificate. More about Google Adwords Certification read at http://www.sharelocalbusiness.com/blog/google-changes-adwords-certification-exams-certifications-validation/
This presentation will covered the display advertising ecosystem & how display bought & sold, including overview of key players & concepts like, Real Time Bidding, Ad Exchanges, Demand Side Platforms, Data Management Platforms & Ad Servers.
Red Door Interactive: Contribution-Attribution-Mix, Oh My! Creating Content f...AMASanDiego
Track: Insight & Analytics
Topic: MULTI-ATTRIBUTION
Title: Contribution-Attribution-Mix, Oh My! Creating Content for YOUR Customers
Speaker: ANDY BATTEN, Director of Digital Analytics & Optimization, Red Door Interactive
While the phrase ‘Attribution’ has been supplanted by ‘Big Data’ as the hottest buzz-word in digital marketing, it remains a concept that few understand, and even fewer are incorporating into channel marketing strategies. Often, the difficulty for many companies is in breaking the concept down into the core components that could otherwise help them grasp and move through the process. Rather, companies think of attribution as one giant problem to solve, which inevitably continues to push the topic into the ‘next year’ bucket on their list of priorities.
In “Contribution-Attribution-Mix, Oh My!”, Andy will break down the concept of ‘Attribution’ into core concepts and strategies that make the process tangible and linear, so you can walk away understanding the necessary elements and steps which are required to move from the crawl phase to ‘running’ with econometric/media mix modeling.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
Multi-Channel Attribution: Measure Online Marketing ROI - Marketing Automatio...Universem
Presentation given at Marketing Automation Summit 2014 on Septembre 19th 2014. http://www.digimedia.be/forum/MAS/
We covered 3 topics in this presentation:
1. What is Multi-Channel Attribution?
2. How to measure the ROI of your marketing actions?
3. Multi-Channel Attribution in practice
A Brief of Google AdWords Pay Per ClickRanjan Jena
PPC is particularly good for split testing as it allows your strategies to fail much faster, saving you time and money in the long run. While it seems like strange advice, knowing what terms not to go for can be more important in some ways than figuring out which search terms are best, as creating content is expensive and time consuming. If you don’t have it right, you will waste a lot of time and resources.
Viewable Impressions Metric As The Industry StandardMARC USA
TargetCast talks about establishing principles for future measurement: moving from ad served impressions to a viewable impressions metric as the industry standard.
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
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
What do you know about search engine marketing (SEO)jishavijayan70
Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.
Discussion on affiliate marketing affiliate perspectiveVeeraj Vashishtha
This is a PPT that was created to help new interns and new colleagues in the team to get training on digital marketing practices apart from Google and Facebook. Relates to Affiliate marketing, SSP, DSP, RTB, Programmatic buying and alliances.
Robert Laver, Head of Business at 4Ps Marketing, took the attendees of Digital EDGEucation 2014 through the user journey of awareness, consideration and conversion using digital advertising.
Choosing the Right Trading Desk for Your Display Programmatic BuyingAcquisio
This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising.
With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.
Google Updates, Concepts of Campaign, PPC & AdWords Knowledge, SEM, AdWords Vs Adsense, AdWords Benefits, Campaign Design, Flow, Ad Types, Ad Extensions, CPC, CPM, Quality Score, How To Create Campaign on Google, Campaign Example
5. Implementation fields Increase or defend Publishers/Vendors' CPM advertising revenue by creating “ branding packs” Optimise website ergonomics, to leverage on the visibility of each banners Optimise On-line media plans by 20-30% Optimization
8. Many sites offer placement right at the top of their pages, far from contents. Observation: These ad spaces have a great visibility rate , but their impression duration is quite low because surfers scroll down quickly for content The current “above the fold” rule does not guaranty a high viewing time!
9.
10. CTR: less and less and less... one of the reason of the value loss....
11. (July 2009: clickers = 16%) Only 1 in 3 browser is a clicker....and they are not a representative sample
13. CTR does not guarantee good visibility rate Ad-Visibility rate Click rate Top of a web page Bottom of a web page * Data collected on sample pages
14.
15. Only 73% of served banners are seen!!! Visibility rate differs a lot from one type of site to another Study SNPTV, january 2009 Key Branding metric: Visibility Rate
16. Ads are seen for 15 secs on average. Study SNPTV, january 2009 Key Branding metric: Exposure Time
17. 0% 100% 0s 60s Visibility duration Viewed area Creative duration (15 seconds) What advertisers wants <30% of the impressions 0s-0% : 27% of the impressions Impressions distribution Alenty helps optimising each impression
18. Towards a new metric: BED Brand Exposure Duration 8 millions viewed banners Effective visibility: 4 millions minutes 10 millions served banners A 30 secs duration of exposure per viewed banner 2 millions contacts exposed 2 minutes per contact
22. Optimization of advertising spaces Site audit Ad spaces profitability Volume increase Layout optimization Identification of relevant axis for development Sales Points improvement Increase the prices of the best placements What is the smartest tarification ? Refreshs for over-performing placements. Introduction of impressions with a guaranteed visibility Where should the ad be? Increase the ad impact while preserving users satisfaction
23. Alenty’s data is well known and is used by all the major European media agencies - Alenty’s visibility report provided by the site audit benefit from a real influence and could be used as a sales point. - Media agencies might already have access to your data through campaigns visibility reports. Media agencies are currently using Alenty metrics:
25. Build an ad-network dedicated to brand managment campaigns Select ad spaces that suit with branding campaigns Optimize the inventory increase the impression duration split over performing placements Give value to the inventory : Efficiency analyses Guarantee the exposure duration
26. Premium ad space: Impression duration > 20s Great ad spaces: Impression duration between 15s and 20s Intermediate ad spaces: Impression duration between 10s and 15s Limited ad spaces: Impression duration < 10s Define your Ad-Network inventory distribution
27. SNPTV Identification of potential developments Viewed impresion duration (secondes) 25 sec Average site duration 75 % Average site rate Ad visibility rate (%) Analysis of relevant network sites 3 12 10 6 1 2 8 11 9 7 4 5 Page duration (secondes) Legende 20 30 50 CPM < 80% under the average > 120% over the average around the average (+/- 20%)
28. Increase the unit prices of the most visible spaces (notably for the Network Sites 1 ) Introduction of refreshs for the 4th space in order to increase its volume Improve the ad positioning for Network Sites #3 and #5. Improve the content and/or ergonomics Network Sites #7, #8,#9 and #12 Relevant axes of development SNPTV Viewed impresion duration (secondes) 25 sec Average site duration 75 % Average site rate Ad visibility rate (%) 3 12 10 6 1 2 8 11 9 7 4 5
29. Key factors of visibility Understand the key factors of ad visibility in order to provide better ad spaces to the agencies.
31. By running campaign visibility reports Brand Exposure Duration & CPM Matrix analysis Visibility rate and impression duration by site Optimization Visibility rate and impression duration by placement
32. Media plan mean Sites ranked by delivered impressions First check: the visibility rate by sites... Visibility rate of each site
33. Media plan mean Site 2 mean Placements ranked by delivered impressions ...Go deeper within each site Visibility rate of each placement in site 2
34. Media plan mean Creative duration Sites ranked by delivered impressions When seen, take into account the duration... Duration per viewed impression of each site
35. Media plan mean Site 2 mean Creative duration Placements ranked by delivered impressions Go deeper within each site Duration per viewed impression of each placement in site 2
36.
37.
38. Market Research teams should use Alenty to sample users effectively exposed to ads based on impression duration (not impression served!) for post campaign research. How?
40. Identification of web surfers on the panel website Branding campaign (tagged with Alenty id) Access Panel (tagged with Alenty id) Memorization efficiency Post-tests based on access panels Post test
41. Identification of web surfers on the panel website Branding campaign (tagged with Alenty id) Marketingscan Panel (tagged with Alenty id) Impact on in-store sales In Stores sales efficiency (Can be implemented with any MR solution provider) WebScan ( links Internet ad exposure to in-store sales)
43. Identify your best inventory by visibility and attract branding campaign budgets Build a branding pack with guaranteed visibility and increase/defend your CPM Alenty Benefits for Ad-networks/Publishers Give your sales team strong branding arguments owing to a global value proposition (visibility + Post test)
44. Identify your best inventory by visibility and attract branding campaign budgets Optimise your Media buying based on seen ads Alenty Benefits for Agencies/advertisers Optimisation of your Branding Media plan A global value proposition for your clients (that can be associated with GRP measures)
47. Thank you for your attention Eric Merceron Phone : +44 07892 877 051 Mail :eric.merceron@alenty.com Web : www.alenty.com Questions?
Editor's Notes
Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D'après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D'après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D'après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D'après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus
Le taux de clic est un indicateur « froid » qui ne prend pas en compte La contribution des différents displays sur un site D'après une étude réalisée aux US le « silent clic » 1/5 des internautes exposés font des recherche corréls sur la marque 1/3 visite le site de la marque en direct Ils passent 50% de temps en plus sur ces sites et dépense 10% en plus