Performance marketing is the optimal online strategy for business-to-business (B2B) and technology marketers who are focused on lead generation and demand creation. The Performance Model allows marketers the ability to derive extra value from their online marketing dollars and eliminates the risk associated with traditional pay-for-play advertising. Key benefits are minimal risk, payment only upon performance, real-time results with highly qualified leads, and measurable response.
Digital Media Briefing & Planning Process Shane Crombie
The document outlines the ideal process for planning and implementing a digital media campaign in 3 sentences or less:
The process involves 5 phases - scoping the project, developing objectives and strategies, creating the media buy plan, executing the campaign, and ongoing optimization - to ensure the campaign delivers on its objectives through careful planning, execution, and measurement of performance.
Key aspects of the process include developing a media brief, estimating costs, gaining client approvals, negotiating with publishers, tracking spending and results, and adjusting tactics based on data to optimize toward goals.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Equities Awareness Group Services Deckequitiesag11
EAG is a leading direct marketing agency specializing in publicly traded small and mid-cap companies. They offer fully managed media campaigns, email marketing, digital media campaigns, social media platforms, and viral video and mobile marketing. EAG has over 20 years of experience in equities marketing and focuses on building shareholder awareness through integrated media strategies.
Measuring & Optimizing Reach and Resonance in Digital AdvertisingRandall Beard
The document discusses how reach and resonance drive advertising ROI and outlines methods for measuring and optimizing them. It explains that reach is about delivering impressions to the right people, while resonance is about breaking through and influencing opinions. Case studies show how advertisers used viewability, on-target delivery, brand metrics and post-campaign analysis to improve reach, resonance and campaign performance.
This document provides an overview of a study analyzing the impact of creative elements on ad performance across different industries. Some key findings from industry-wide best practices include:
- Ads with red backgrounds had 31% higher conversion rates on average than other colors. Animated ads had higher conversion rates than static ads, and animation lengths of 6-9 seconds performed best.
- Displaying a company logo in an ad provided a 4% lift in conversion rates. Placement in the upper-left, upper-right, or lower-left corners performed best, with lower-left being optimal.
- Ads featuring human faces averaged 4% higher conversion rates than those without. Ads showing families performed best, while
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
OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATIONE-List Hunter
Successful advertising stimulates prospects into action, inciting sales. And Advertising Promotions service helps you to increase sales by endorsing your products through effective ad copies that can invoke the emotional chords of your audience into buying your products or services.
Confinement during the pandemic has people using social media more than ever. Therefore, this deck was created to inform social strategy and to explain the new opportunities that exist in the social realm to capitalize on increased social use
Digital Media Briefing & Planning Process Shane Crombie
The document outlines the ideal process for planning and implementing a digital media campaign in 3 sentences or less:
The process involves 5 phases - scoping the project, developing objectives and strategies, creating the media buy plan, executing the campaign, and ongoing optimization - to ensure the campaign delivers on its objectives through careful planning, execution, and measurement of performance.
Key aspects of the process include developing a media brief, estimating costs, gaining client approvals, negotiating with publishers, tracking spending and results, and adjusting tactics based on data to optimize toward goals.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Equities Awareness Group Services Deckequitiesag11
EAG is a leading direct marketing agency specializing in publicly traded small and mid-cap companies. They offer fully managed media campaigns, email marketing, digital media campaigns, social media platforms, and viral video and mobile marketing. EAG has over 20 years of experience in equities marketing and focuses on building shareholder awareness through integrated media strategies.
Measuring & Optimizing Reach and Resonance in Digital AdvertisingRandall Beard
The document discusses how reach and resonance drive advertising ROI and outlines methods for measuring and optimizing them. It explains that reach is about delivering impressions to the right people, while resonance is about breaking through and influencing opinions. Case studies show how advertisers used viewability, on-target delivery, brand metrics and post-campaign analysis to improve reach, resonance and campaign performance.
This document provides an overview of a study analyzing the impact of creative elements on ad performance across different industries. Some key findings from industry-wide best practices include:
- Ads with red backgrounds had 31% higher conversion rates on average than other colors. Animated ads had higher conversion rates than static ads, and animation lengths of 6-9 seconds performed best.
- Displaying a company logo in an ad provided a 4% lift in conversion rates. Placement in the upper-left, upper-right, or lower-left corners performed best, with lower-left being optimal.
- Ads featuring human faces averaged 4% higher conversion rates than those without. Ads showing families performed best, while
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
OPTIMIZE YOUR BUSINESS WITH SUCCESSFUL ONLINE ADVERTISING & ADWORDS GENERATIONE-List Hunter
Successful advertising stimulates prospects into action, inciting sales. And Advertising Promotions service helps you to increase sales by endorsing your products through effective ad copies that can invoke the emotional chords of your audience into buying your products or services.
Confinement during the pandemic has people using social media more than ever. Therefore, this deck was created to inform social strategy and to explain the new opportunities that exist in the social realm to capitalize on increased social use
This document provides an overview of digital media buying best practices and advancements in programmatic media buying. It discusses the challenges in today's media buying landscape and how leveraging programmatic automation can help address those challenges. The document outlines key topics to be covered, including implementing a multi-tiered media strategy, audience profiling and segmentation, and optimization techniques. It also discusses tracking and analytics considerations and approaches to testing banner creative assets.
This document defines key terms related to online advertising operations. It defines common ad formats like banners and buttons. It also defines important concepts like ad serving, ad networks, click-through rates, and pricing models like cost-per-mille (CPM), cost-per-click (CPC), and cost-per-action (CPA). The document is intended as a basic dictionary for those new to online ad operations.
This document discusses digital media buying and how artificial intelligence (AI) can optimize the process. It explains that AI can analyze user behavior at an individual level in real-time, optimizing decisions across many variables simultaneously for maximum return on investment. The approach presented uses AI and big data to identify high-value opportunities and apply learnings at the impression level through predictive modeling to automatically optimize campaigns toward high-performing audiences, messaging, and contexts. Harnessing AI and continuous integration of insights allows for improved marketing ROI across web, mobile, video and social channels.
DataXu_Pointroll AdMythbuster Webinar - September 2011DataXu1
Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?
Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted during the webinar included:
Myth: Expandables can’t run on exchange-traded media
Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers
Myth: Campaign performance is best measured through CPA and CTR
Myth: One size creative fits all
FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
Before launching your next advertising campaign, learn how to evaluate advertisers and increase the chances of a successful campaign. This class will cover the basic terms used by advertisers to present and sell advertising space, and how you can use the information to compare advertising opportunities.
Search and performance display - better together - Criteo - 2012Romain Fonnier
Search marketing has been an effective channel for advertisers, but it has limitations as users only spend 5% of their time searching and only 13% perform shopping queries. Performance display advertising can reach users the other 95% of the time and has synergies when combined with search. A study showed that combining search and performance display results in:
1) Enhanced performance across the entire purchase funnel by leveraging interest, intent, and engagement data.
2) Increased search activity, as users exposed to performance display ads click on organic search results 28% more.
3) Lower costs for advertisers, as exposed users click on paid search results 5% less.
4) An enhanced branding effect
Peering Into The Future of Digital AdvertisingVikram Mohan
Digital advertising is evolving rapidly. Marketers are challenged to optimize their budgets across many new channels. This document discusses several emerging digital advertising formats that can help marketers improve efficiencies and results. These include personalized targeting through programmatic real-time bidding, transactional ads that allow purchases directly from ads, dynamic creative optimization to customize ads for each user, in-app advertising to reach users on mobile apps, and native advertising that blends with the design of the platform. These new formats provide opportunities for more targeted, relevant and engaging advertising.
ProTableau is a programmatic digital media buying specialist agency serving marketers, advertisers and agencies. We plan and buy online advertising across all digital media formats using the latest programmatic technology, data and cost efficiency - for better campaign ROI.
Essential Steps for Digital Media Buying and PlanningNitin Karkara
This document provides steps for planning and executing a digital marketing campaign, beginning with defining objectives and identifying the target market. It recommends gathering market intelligence on competitors, determining a budget, and identifying paid, owned and earned media channels. The steps also include developing a creative message, selecting media channels, requesting proposals, scheduling placements, producing creative assets, tracking results and reviewing performance. Working with a media buying agency can offer benefits like expertise, cost efficiency, time savings and handling the entire process in one place.
This is a new framework and methodology I've developed to help measure social media activity. It's been developed on behalf of the IAB Social Media Council to help practitioners measure their activity effectively but also bring greater consistency across the industry.
This is likely to be an evolving document to interested to hear your thoughts!
Buen estudio de Comscore que denota varias cosas interesantes
1. los clicks tiended a bajar ( creo que es por la saturación online por lo que ya no pueden ser el único parametro de medición SLIDE 30
2. La ley de 80/20 aplica a los clicks ( tambien afirma esto Tacoda & Starcom ( http://tinyurl.com/tacoda-starcom )
3. Las campañas solo search o solo display no funcionan como la mezcla de ambas
4. Argumentos de como Search genera ventas SLIDE 42
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
Drip Marketing: Marketers Guide to Lead NurturingRegalix
Drivers
Longer sales cycle
Only 20% of leads are followed up
Sales typically disqualifies 70% of leads based on lack of budget,timing, etc.
80% of those “bad leads” do go onto buy within 24 months
Need for lead management
Benefits
Lower lead acquisition cost
Increase retention rates
An estimated 70-90% of leads generated by marketing are never followed-up with by sales
Nurture program that sends out series of messages on a timely basis
Initiates conversation with prospects and customers over a period of time
Maps Content to the customer decision making cycle
Scores leads to understand where they are in the decision making cycle
Reclassifies leads based on
engagement
Keeps the leads warm till they're ready to buy!
According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a sale
Outcome
Closes the lead management gap
Improves ROI of marketing spend by ‘plugging the leaks’ in lead management
Keeps your prospects engaged through targeted content decision makingcycle
Improves quality of leads
Take Aways
Increased lead conversion rates
Shorter & effective sales cycle
Better qualified leads
Lean Launchpad Tucson - Customer RelationshipsAaron Eden
The document outlines an agenda for an Aaron Eden workshop on business model development. It lists topics to be covered from May to July, including first pitches, experiment day, value propositions, customers, distribution channels, and lessons learned presentations. It also lists some discussion topics like customer relationships, value propositions, and channel diagrams. The source is noted as coming from Steve Blank's Aaron Eden workshop website.
1) AdOps is responsible for trafficking all ads on LinkedIn and works closely with sales to drive revenue.
2) They manage display, social, and inMail ads across regions while addressing targeting differences and legislation.
3) Recent improvements include updating to a new WordPress version and inMail format to increase click-through rates.
This document provides definitions for various marketing terms, organized into a marketing dictionary. It begins with introductory text explaining that marketing professionals often use jargon and acronyms, so this dictionary aims to define common terms for those new to marketing. The dictionary then lists over 50 terms alphabetically from A-Y, providing a brief definition and examples for each. It concludes by advertising additional digital marketing services from The Digital Bloom.
ReTargeting and the Future Of Display Advertising Arjun Dev Arora
This deck walks through the basics of display advertising including metrics, optimization levers, targeting methodologies and touches on new cutting edge technologies to help marketers reach audiences at the right time and place.
The document discusses the results of a study on the effects of exercise on memory and thinking abilities in older adults. The study found that regular exercise can help reduce the decline in thinking abilities that often occurs with age. Specifically, aerobic exercise was shown to improve scores on memory and thinking tests in sedentary older adults who exercised for 6 months.
This document provides an overview of digital media buying best practices and advancements in programmatic media buying. It discusses the challenges in today's media buying landscape and how leveraging programmatic automation can help address those challenges. The document outlines key topics to be covered, including implementing a multi-tiered media strategy, audience profiling and segmentation, and optimization techniques. It also discusses tracking and analytics considerations and approaches to testing banner creative assets.
This document defines key terms related to online advertising operations. It defines common ad formats like banners and buttons. It also defines important concepts like ad serving, ad networks, click-through rates, and pricing models like cost-per-mille (CPM), cost-per-click (CPC), and cost-per-action (CPA). The document is intended as a basic dictionary for those new to online ad operations.
This document discusses digital media buying and how artificial intelligence (AI) can optimize the process. It explains that AI can analyze user behavior at an individual level in real-time, optimizing decisions across many variables simultaneously for maximum return on investment. The approach presented uses AI and big data to identify high-value opportunities and apply learnings at the impression level through predictive modeling to automatically optimize campaigns toward high-performing audiences, messaging, and contexts. Harnessing AI and continuous integration of insights allows for improved marketing ROI across web, mobile, video and social channels.
DataXu_Pointroll AdMythbuster Webinar - September 2011DataXu1
Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?
Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted during the webinar included:
Myth: Expandables can’t run on exchange-traded media
Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers
Myth: Campaign performance is best measured through CPA and CTR
Myth: One size creative fits all
FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%
Before launching your next advertising campaign, learn how to evaluate advertisers and increase the chances of a successful campaign. This class will cover the basic terms used by advertisers to present and sell advertising space, and how you can use the information to compare advertising opportunities.
Search and performance display - better together - Criteo - 2012Romain Fonnier
Search marketing has been an effective channel for advertisers, but it has limitations as users only spend 5% of their time searching and only 13% perform shopping queries. Performance display advertising can reach users the other 95% of the time and has synergies when combined with search. A study showed that combining search and performance display results in:
1) Enhanced performance across the entire purchase funnel by leveraging interest, intent, and engagement data.
2) Increased search activity, as users exposed to performance display ads click on organic search results 28% more.
3) Lower costs for advertisers, as exposed users click on paid search results 5% less.
4) An enhanced branding effect
Peering Into The Future of Digital AdvertisingVikram Mohan
Digital advertising is evolving rapidly. Marketers are challenged to optimize their budgets across many new channels. This document discusses several emerging digital advertising formats that can help marketers improve efficiencies and results. These include personalized targeting through programmatic real-time bidding, transactional ads that allow purchases directly from ads, dynamic creative optimization to customize ads for each user, in-app advertising to reach users on mobile apps, and native advertising that blends with the design of the platform. These new formats provide opportunities for more targeted, relevant and engaging advertising.
ProTableau is a programmatic digital media buying specialist agency serving marketers, advertisers and agencies. We plan and buy online advertising across all digital media formats using the latest programmatic technology, data and cost efficiency - for better campaign ROI.
Essential Steps for Digital Media Buying and PlanningNitin Karkara
This document provides steps for planning and executing a digital marketing campaign, beginning with defining objectives and identifying the target market. It recommends gathering market intelligence on competitors, determining a budget, and identifying paid, owned and earned media channels. The steps also include developing a creative message, selecting media channels, requesting proposals, scheduling placements, producing creative assets, tracking results and reviewing performance. Working with a media buying agency can offer benefits like expertise, cost efficiency, time savings and handling the entire process in one place.
This is a new framework and methodology I've developed to help measure social media activity. It's been developed on behalf of the IAB Social Media Council to help practitioners measure their activity effectively but also bring greater consistency across the industry.
This is likely to be an evolving document to interested to hear your thoughts!
Buen estudio de Comscore que denota varias cosas interesantes
1. los clicks tiended a bajar ( creo que es por la saturación online por lo que ya no pueden ser el único parametro de medición SLIDE 30
2. La ley de 80/20 aplica a los clicks ( tambien afirma esto Tacoda & Starcom ( http://tinyurl.com/tacoda-starcom )
3. Las campañas solo search o solo display no funcionan como la mezcla de ambas
4. Argumentos de como Search genera ventas SLIDE 42
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
Drip Marketing: Marketers Guide to Lead NurturingRegalix
Drivers
Longer sales cycle
Only 20% of leads are followed up
Sales typically disqualifies 70% of leads based on lack of budget,timing, etc.
80% of those “bad leads” do go onto buy within 24 months
Need for lead management
Benefits
Lower lead acquisition cost
Increase retention rates
An estimated 70-90% of leads generated by marketing are never followed-up with by sales
Nurture program that sends out series of messages on a timely basis
Initiates conversation with prospects and customers over a period of time
Maps Content to the customer decision making cycle
Scores leads to understand where they are in the decision making cycle
Reclassifies leads based on
engagement
Keeps the leads warm till they're ready to buy!
According to the Direct Marketing Association, a prospect will need to see/hear your message 3 times to recognize you and a minimum of 9 times to make a sale
Outcome
Closes the lead management gap
Improves ROI of marketing spend by ‘plugging the leaks’ in lead management
Keeps your prospects engaged through targeted content decision makingcycle
Improves quality of leads
Take Aways
Increased lead conversion rates
Shorter & effective sales cycle
Better qualified leads
Lean Launchpad Tucson - Customer RelationshipsAaron Eden
The document outlines an agenda for an Aaron Eden workshop on business model development. It lists topics to be covered from May to July, including first pitches, experiment day, value propositions, customers, distribution channels, and lessons learned presentations. It also lists some discussion topics like customer relationships, value propositions, and channel diagrams. The source is noted as coming from Steve Blank's Aaron Eden workshop website.
1) AdOps is responsible for trafficking all ads on LinkedIn and works closely with sales to drive revenue.
2) They manage display, social, and inMail ads across regions while addressing targeting differences and legislation.
3) Recent improvements include updating to a new WordPress version and inMail format to increase click-through rates.
This document provides definitions for various marketing terms, organized into a marketing dictionary. It begins with introductory text explaining that marketing professionals often use jargon and acronyms, so this dictionary aims to define common terms for those new to marketing. The dictionary then lists over 50 terms alphabetically from A-Y, providing a brief definition and examples for each. It concludes by advertising additional digital marketing services from The Digital Bloom.
ReTargeting and the Future Of Display Advertising Arjun Dev Arora
This deck walks through the basics of display advertising including metrics, optimization levers, targeting methodologies and touches on new cutting edge technologies to help marketers reach audiences at the right time and place.
The document discusses the results of a study on the effects of exercise on memory and thinking abilities in older adults. The study found that regular exercise can help reduce the decline in thinking abilities that often occurs with age. Specifically, aerobic exercise was shown to improve scores on memory and thinking tests in sedentary older adults who exercised for 6 months.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise boosts blood flow and levels of neurotransmitters and endorphins which elevate and stabilize mood.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help boost feelings of calmness, happiness and focus.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help boost feelings of calmness and well-being.
Ensoph Photography provides photography services for food and beverage, portraits, events, and venues. Their services include natural light photography starting at S$950 for a half day and S$1,550 for a full day. They also offer strobe light photography with an assistant and equipment from S$250 for a half day and S$450 for a full day. Portrait photography rates are S$200 per hour under natural light and S$250 for a half day or S$450 for a full day with a strobe light or in a studio. Event photography is S$150 per hour plus S$40 in travel expenses.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help boost feelings of calmness, happiness and focus.
The 2016 conservation season at the Temple Complex at Horvat Omrit focused on mitigating damage and protecting the Herodian Shrine. Student conservators cleaned dirt and debris from the Early Shrine and sealed cracks in its delicate plaster facade to prevent water damage. Additionally, the author designed and installed a lightweight, movable roof structure over the shrine to direct water flow away from its plastered faces and into the temple interior, helping further prevent water accumulation and damage.
- Derik Wagner is the managing director of MTN Communications and recently elected president of ISS. He discusses the challenges of meeting high expectations for connectivity aboard superyachts globally. Key challenges include ubiquitous high-speed connectivity, streaming rich content, and managing increasing devices and content within bandwidth limitations.
- Wagner sees technological advances coming through high-throughput satellite services providing faster speeds, and solutions that optimize bandwidth usage regardless of hardware. Innovation is also occurring in antenna and equipment designs for better efficiency.
- While new build and resale markets have slowed, demand for additional connectivity from existing clients has allowed MTN's business to continue steady growth. Wagner remains optimistic about opportunities in emerging markets like Asia.
Ramaciotti digital media marketing 2012 lesson 2 2Max Ramaciotti
The document discusses how consumers have more choices than ever before for media and products due to the internet. It notes that consumers can now choose to not watch or listen to something if uninterested. Some statistics are presented about people engaging in multiple devices simultaneously. It suggests companies must understand their audience, clearly define metrics, ensure ads are contextually relevant, and optimize continuously. The importance of customer acquisition cost and lifetime value is discussed. Customer retention factors like increased purchases over time and lower management costs are also covered.
Whitepaper 6 stepstokillerdisplayadcampaignDorit Meir
The document provides guidance on using targeted display advertising to reach consumers at different stages of the buying process. It recommends segmenting prospects, customizing ad creative for each segment, using retargeting to reconnect with website visitors, applying multi-channel attribution to evaluate marketing efforts, and optimizing campaigns throughout the sales funnel. Case studies show how various companies improved branding, lead generation, and conversions by following these targeted display advertising best practices.
The document discusses how digital advertisers can improve performance and engagement by adopting more advanced data-driven techniques. It describes a study where advertisers using these new techniques achieved a 32% average improvement in cost per action. The techniques included search and video remarketing and behavioral analytics. To fully realize the potential of digital advertising, the document recommends that advertisers embrace these advanced techniques, address data and strategy fragmentation, and make better use of digital marketing talent and capabilities.
This document summarizes the growing trend of companies taking their digital advertising in-house rather than outsourcing it to third-party agencies. It discusses how automation software allows small in-house teams to achieve the same scale and performance as larger third-party teams. Taking advertising in-house provides benefits like cost savings by eliminating middlemen, control over campaign performance and data, expertise in their own industry and customers, and the ability to react quickly to changes. The document concludes that as customer acquisition and data ownership become more important, developing in-house advertising expertise will also grow in importance.
Magna Global: Media Economy Report 20t4Brian Crotty
The document is a media economy report that discusses how data is changing businesses. It covers several topics:
1) Supply - Pervasive consumer connectivity generates new data that can be used for more precise targeting of audiences. Moving local TV trading to impressions-based transactions allows for more efficient buying processes and precise targeting.
2) Demand - Programmatic activity now permeates digital media buying and allows for automated execution and optimization of campaigns. Combining audience and contextual data in programmatic buying can drive results across marketing funnels.
3) New Value Drivers - Timing when reaching consumers is becoming more important, and data helps identify receptive audiences. New ways of understanding customer behavior and improving ROI with less waste are
Real intelligence, measuring marketing performanceNigel Keats
Real Intelligence provides marketing analytics services to measure the effectiveness of marketing activities and determine their return on investment. Through econometric analysis and modeling of customer data, they can identify which elements of a marketing program are most impactful, how costs and sales are influenced by different factors, and how to optimize marketing spend. As a case study, they worked with an organization promoting smoking cessation to measure the contributions of different advertising channels, identify inefficiencies, and guide improvements to optimize registrations for the program.
1) Imagiin provides an advertising platform that delivers targeted ads to interested users via websites and mobile apps. This allows advertisers to engage customers in a "pull" model where viewers are rewarded for their attention.
2) Imagiin's model measures cost per qualified audience (CPQA) rather than cost per mille (CPM), resulting in unprecedented conversion rates and return on investment for advertisers. It also increases publisher revenues and customer loyalty.
3) Imagiin takes advertising beyond direct marketing by facilitating interactive brand relationships where users can earn rewards for their attention that are used to purchase online services. This innovative approach transforms advertising into a two-way partnership.
Digital Dynamo: Unveiling the Secrets of Profitable Online Marketingaditya322659
Digital marketing is a multifaceted approach to promoting products, services, or brands through various online channels to reach and engage a target audience. Unlike traditional marketing, which relies on offline methods such as print or TV advertising, digital marketing leverages the power of the internet to connect businesses with their audience. Here's a breakdown of what digital marketing entails and how it works:
At its core, digital marketing encompasses a range of online strategies, including search engine optimization (SEO), social media marketing, content marketing, email marketing, pay-per-click (PPC) advertising, and more. These methods collectively aim to increase brand visibility, attract potential customers, and drive conversions in the digital realm.
The document provides tips for running successful performance display marketing campaigns. It outlines 5 common mistakes to avoid: 1) Not defining clear goals and KPIs, 2) Focusing on placements over understanding customer journeys, 3) Not asking the right questions of data to gain insights, 4) Allowing low quality inventory like bot traffic, and 5) Not optimizing campaigns for mobile users. Following people across devices, prioritizing premium inventory, and gaining insights from smart data analysis are some of the keys to driving maximum performance.
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
Affiliate marketing understanding the basicsAnurag Sharma
Affiliate marketing is one of the most effective and powerful ways of earning money online. This is an opportunity that gives everybody a chance to make a profit through the Internet.
Financial Advertising to draw in new business, increase conversions, and eventually maximize return on investment (ROI). Financial institutions need to use creative approaches to stand out from the competition and draw in their target audience as the digital revolution completely changes the advertising environment.
Experienced Services For Google Ads Management Pay-per-click management by search marketing experts who are Google Ads and Google Analytics certified. Other PPC companies trust us to manage their PPC advertisements. We are a PPC management firm. With more than ten years of experience managing PPC campaigns for Google and Bing Ads, we make sure your PPC campaign accurately reflects your ad spend and ROI objectives.
PromoPro is an interactive business planning tool designed to help companies maximize returns on trade promotion spending. It analyzes promotional activity data to answer questions about which promotions, products, channels, and mechanics are most effective. PromoPro can be used for one-off consulting projects or licensed long-term for companies to use internally. It integrates manufacturers' shipment and promotional data with retailers' sales data to evaluate promotions' impacts on sales volumes, profits, and other metrics. The goal is to identify best practices to replicate successful promotions and continuously improve promotional strategy.
This document discusses the future of advertising based on research by IBM. It finds that over the next 5 years, more change is expected than the previous 50 years due to empowered consumers, evolving technologies, and new business models. Four scenarios for 2012 are presented based on the openness of advertising inventories and consumer control over marketing. Traditional players may be disrupted if they do not innovate their business models, designs, and offer more personalized advertising.
Attribution or Misattribution? How to make digital measurement less awful - N...Mezzo Labs
Nic Pietersma presented Attribution or Misattribution? How to make digital measurement less awful. Nic put on his commercial hat to discuss common errors seen repeated time and time again. He discussed the idea that there may not be a single right way to do things, but recognising the wrong way is the first step on the path to improvement.
Similar to HOW B2B MARKETERS CAN BENEFIT FROM A NEW PERFORMANCE-BASED (20)
Attribution or Misattribution? How to make digital measurement less awful - N...
HOW B2B MARKETERS CAN BENEFIT FROM A NEW PERFORMANCE-BASED
1. Performance Advertising
HOW BUSINESS-TO-BUSINESS MARKETERS
CAN BENEFIT FROM A NEW
PAY-FOR-PERFORMANCE STRATEGY
TW
NETWORKS
2. PERFORMANCE ADVERTISING 1
In brief
Performance advertising is a new
online marketing strategy based on
an innovative pay-for-performance
model. For business-to-business
(B2B) and technology marketers
who are focused on lead generation
and demand creation, this strategy
exceeds the capabilities of traditional
space advertising models.
Key benefits are minimal risk,
payment only upon performance,
real-time results with highly qualified
leads, and measurable response.
3. PERFORMANCE ADVERTISING 2
Seeking an attractive alternative to traditional advertising
For decades, the most visible component of message delivery for most B2B and technology marketers has
been space advertising — first in print, and in recent years also online. Marketers pay publishers of trade
magazines, technical journals, and Web sites or portals to run ads in their space.
This model still represents a successful part of the marketing mix for advertisers desiring brand building.
However, space advertising has become ineffective for successful lead generation. It requires advertisers to
pay well in advance for results.Yet marketers receive few responses to these ads, often discover many of
the responses they do receive to be of low quality, and find it difficult to calculate their return on
investment (ROI).
In this era of increasingly scarce resources, many marketers — and their management teams — demand
more.They require quantitative measurements of predictable returns on their marketing investment.They
want more and better-qualified leads.
They demand a new form of advertising that can cut their risk
and ensure profits through sales growth.
Introducing performance advertising
In performance advertising, a marketer runs advertising content on a publisher’s Web site or portal under
an innovative new model.
In this model, the marketer relinquishes control of ad location and frequency to the publisher. In return, the
publisher agrees to forego payment in advance. Instead, the advertiser pays only after a validated lead or other
action of value — such as a click, a download, or a registration by a prospect who meets agreed-upon quality
criteria — is generated.
In other words, payment comes only upon proven performance.
Performance advertising changes the whole dynamic of online advertising. Instead of purchasing space
based upon desired locations and ad frequency, then hoping for results — marketers can now just buy
actual results.
This new strategy is highly measurable. Performance advertising provides marketers with insights that
surpass traditional Web metrics such as page views and click-through rates.A performance advertising
model instead allows such measurements as qualified lead generation and prospect conversion rates.These
permit marketers to perform real-time campaign customization and more accurate calculation of ROI.
True results-based performance advertising (also called performance marketing or affiliate marketing) is
new to the B2B space.Yet its revolutionary potential has been demonstrated in another, even larger, arena.
4. PERFORMANCE ADVERTISING 3
It’s already a proven success in online consumer and retail marketing for companies such as Amazon, eBay,
Staples, Marriott, and Target. In fact, it’s currently a $6 billion channel to market — with a 13% annual
growth rate.
Performance advertising now is proving to be a natural fit for B2B and technology marketers as well.As in
the consumer realm, B2B advertisers have products and services they wish to sell on the Internet, and
new customers they wish to access. Publishers have advertising space on their online sites for which they
seek new advertisers. Performance marketing brings them together. It can forge a mutually beneficial
relationship based on this new pay-for-performance model.
Benefits and results How Performance Advertising Performs
This new results-based strategy is already proving an effective
way for B2B marketers to maximize the value of their online
Case 1: Introducing
advertising dollars, while eliminating hazards associated with
Industrial Technology
On a tight budget, an industrial supplier
traditional pay-for-play advertising. needed a hard-hitting introduction for its
latest technology.The company’s marketers
chose a 60-day performance advertising
Several key benefits have become apparent: campaign. Online ads carried by two Web
publishers offered a free white paper
Low or no risk. As one practitioner put it succinctly,“With explaining how the technology could be
performance advertising, marketers can stop buying eyeballs — applied in the target market.
and start buying actions.” This strategy eliminates the risk of
spending large sums to purchase impressions that may or may
Results
> Impressions 62,871
> Click-throughs 2,084
not translate into prospect interest, let alone prospect action > Qualified leads 289
or actual customer sales. > Cost per lead $60
> Lead conversion rate 14%
Advertisers can be sure a performance advertising lead is an > Total cost $17,340
interested prospect. Because that prospect has already expressed Performance advertising generated strong
interest through an action such as downloading a white paper brand recognition, excellent lead quality
and qualification, and numerous quotations
or registering for a Webinar. If the advertiser has designed that upon sales follow-up.
action properly, the action itself draws the prospect well down
the path toward becoming a paying customer.
The marketer’s budget is never at risk. If a given message doesn’t reach or resonate with an interested
audience, and no actions result, the advertiser simply doesn’t pay for it. Instead, the marketer can devote
his or her funds to running another message or trying another publisher.
Payment only upon performance. Here is where performance advertising most directly meets
modern marketers’ — and management’s — demands for maximum cost-effectiveness.
Publishers have become highly creative in offering advertisers performance-based products.These have
included Webinars or seminars with pay-per-registration agreements, videos with pay-per-view
arrangements, e-newsletter sponsorships, and e-mail blasts.
Advertisers who purchase participation in products like these agree with the publisher beforehand on
what parameters will constitute a qualified lead.As a campaign runs and site visitors begin to take actions
5. PERFORMANCE ADVERTISING 4
that tentatively identify them as leads, their information is instantly compared against given lead
parameters. Nonvalid leads are weeded out, and advertisers are not charged for them.
Advertisers pay only for proven performance and real results.That’s why proponents declare that
performance advertising takes advertiser ROI to a whole new level.
Real-time results. Unlike print-based media, performance advertising generates leads in real time.
Demand can be created for a product or service almost immediately.
Example: in less than 2 weeks, one life sciences software firm acquired almost 100 qualified leads
through a single performance-based ad placed on one Web site.
Measurable response. Since performance advertising is
conducted online, it’s possible to measure almost everything How Performance Advertising Performs
about it, as it occurs.
For instance, whether or not a given lead meets preset criteria
Case 2: Capturing
for validity can be determined immediately — not weeks or
Life Sciences Leads
A life sciences company decided to test
months after a media placement. In addition, the advertiser performance advertising to support its
lead generation program.A 30-day
knows what ad and publisher generated the lead, and what campaign run with one Web publisher
incentive the lead responded to. offered a free scientific paper on FDA
compliance for a specific type of laboratory
testing.The company’s marketers accepted
A well-designed performance advertising measurement system only North American leads.
can efficiently capture full prospect data and provide
comprehensive metrics on campaign performance. It can also Results
> Impressions 12,029
share this data with the advertiser’s customer relationship > Click-throughs 409
management (CRM) database. Precise CRM data will be vital > Qualified leads 68
> Cost per lead $60
for future marketing campaigns, as well as for increasingly > Lead conversion rate 17%
valuable lead nurturing efforts. > Total cost $4,080
Performance advertising achieved a cost
As one industrial advertiser said,“I was amazed that each
per lead significantly lower than the
morning, a number of leads were deposited with full prospect company’s traditional advertising program.
data in my CRM database, ready for immediate follow-up. The marketers determined to mainstream
this strategy for future lead generation.
The leads were extremely high-quality and produced
many quotations.”
This immediacy and wide prospect information bandwidth make it easier for
advertisers to justify a given marketing expenditure.
Tracking and reporting
Ensuring that the predetermined criteria for lead qualification are met and performing subsequent
campaign analyses are important components of any successful performance advertising campaign.
B2B publishers offering this strategy must employ full-fledged performance marketing infrastructures,
such as TW Solutions’ LinkShadowTM system, to perform these functions.
The infrastructure monitors and logs visitor activities, tracking actions such as click-throughs and
conversions. It provides Web landing pages and registration forms that interface seamlessly with the
6. PERFORMANCE ADVERTISING 5
advertiser’s Web site. It captures full prospect data (minimally name, job title, organization, phone, and e-mail),
answers to lead qualification questions, and survey responses in real time to populate lead and CRM
databases, while also closely tracking costs — all across multiple campaigns and Web sites.
Advertisers receive comprehensive campaign performance reports.These enable them to calculate real-time
metrics from cost per lead through full campaign ROI, for continual measurement and efficient optimization.
Values and costs
In the current economic climate, advertisers are almost universally cutting budgets. So ROI, conversion rates,
and cost per acquisition are more critical than ever — as is the avoidance of risk.
With performance advertising, payment for ads and links that a publisher carries on its site or portal is made
only for performance, according to rates the advertiser negotiates with the publisher.These rates are based
on variables such as the value of the offered product or service, lead qualification parameters, site traffic, or
the circulation of a given e-newsletter.The accompanying chart shows the underlying value driving these
costs.The higher the degree of interaction with a given message, the more valuable the action becomes to
the advertiser.
Higher-value interactions
between your site and visitors
demand greater prices
$$$$$ PPS (sales)
Perceived $$$$ PPL (lead conversions)
value by
advertiser $$$ PPA (actions – downloads, views, site interaction)
$$ PPC (clicks)
$ CPM (page views and impressions)
Revenue potential
Revenue potential
t t l
Costs for campaign startup and creative are the same as with traditional online advertising. In addition,
performance advertising all but eliminates the inevitable waste accompanying traditional campaigns —
campaigns that attract both qualified and unqualified eyeballs alike, and generate unwelcome percentages
of off-target leads.
Performance-based payment is made only after the advertisement has performed its task of motivating a
specified action by a validated prospect responding to a specific offer or incentive. So lead streams are
certain to be of the very highest quality.
7. PERFORMANCE ADVERTISING 6
The result: for the right messages delivered to the right prospect in the right environment, performance
advertising excels. It achieves significantly lower costs and higher values than with traditional models.
Using this scorecard, performance gaps and successes in the marketing program are revealed quickly,
and the company can adjust accordingly.
Messages and incentives
Since they are paid only when results are produced, publishers tend to give more prominence and frequency
to offers and messages that they’re convinced will attract strong responses. If a particular message or
campaign doesn’t possess or can’t be given impactful creative and a strong incentive, it’s unlikely to succeed
with this model.
Thus well-crafted creative messages plus high-value offers and incentives are essential to making performance
advertising a success. Strong attractors are required to motivate the click-throughs, actions, and registrations
that are keys to performance-based strategies.
In B2B, knowledge-based content and offers have proven especially effective.
That includes incentives such as these:
> White papers
> Case studies
> Management or application briefs
> Webinars and seminars
> Downloads of free software
> Videos and podcasts
> Online cost calculators and configurators
Summary
Performance advertising represents a powerful new tool for B2B and technology marketers. It shows proven
superiority as a lead generation channel when compared to traditional space advertising. It demonstrates
advantages such as minimal risk, pay-on-performance value, real-time results, and efficient measurement and
tracking. Performance-based advertisers combine targeted messages with strong incentives to achieve
unprecedented sales growth and success.
TW Networks can provide further details on performance marketing methods and results.Visit
www.twnetworks.com or call 781-793-9389 for more information on this innovative marketing strategy.