Premium publishers delivered significantly higher brand lift than non-premium publishers, according to a study by comScore. Display and video ads on premium publisher sites had an average 67% higher brand lift. Premium publishers were over 3 times more effective at driving mid-funnel metrics like favorability and consideration. This enhanced effectiveness was partly due to higher viewability rates and lower invalid traffic on premium sites, but was mostly due to the "halo effect" of the contextual environment of premium publishers.
The document discusses the need for improved metrics to evaluate the effectiveness of digital advertising for brand campaigns. Specifically, it calls for (1) measures of efficiency in reaching the target audience (quantity) and (2) validating the value digital media adds to a brand (quality). It proposes that audience reach and frequency metrics (quantity) combined with engagement measures like dwell time (quality) can provide meaningful evaluations of digital advertising campaigns.
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
A top-three import automaker asked Symphony Advanced Media to develop a strategy to
measure the ROI of sponsoring of a widely recognized, highly coveted sports award. As the
automaker’s partner for measurement and optimization of advertising in all media channels
since 2006, SymphonyAM was tapped by the client’s advertising agency to quantify the
brand impact and ROI of sponsoring this highly visible event.
Earned Media Amplification - Personal Care BrandMasood Akhtar
Our social media measurement approach applied to a popular personal care brand. Here we assess the degree to which PAID media is AMPLIFIED by EARNED media conversations.
Modeling the Customer Journey insights using Structural Equation Modelling. This provides a battery of insights into the causal relationships that exist for Brand X's marketing eco-system.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
This document discusses the relationship between high viewability rates and campaign performance metrics like click-through rate. It finds that placements with viewability rates over 90% make up only 1.8% of inventory. Pursuing both high viewability and high performance metrics equally can be less effective than focusing on them separately, as it limits available high-performing placements and requires backfilling impressions to meet viewability targets. The document recommends defining campaign success separately by viewability, performance or sales lift to optimize outcomes.
This document discusses InsightExpress' cross media measurement methodology. It begins by outlining the need for cross media measurement to understand the impact of advertising across multiple channels. It then describes InsightExpress' approach which combines opportunity to see (OTS) measurement for offline media with experimental design for online/mobile exposure tracking. Key deliverables include analyses of campaign performance by media, cost per branding effect calculations, frequency optimization recommendations, and brand equity metrics. The methodology provides an comprehensive solution for evaluating cross channel advertising campaigns.
The document discusses the need for improved metrics to evaluate the effectiveness of digital advertising for brand campaigns. Specifically, it calls for (1) measures of efficiency in reaching the target audience (quantity) and (2) validating the value digital media adds to a brand (quality). It proposes that audience reach and frequency metrics (quantity) combined with engagement measures like dwell time (quality) can provide meaningful evaluations of digital advertising campaigns.
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
A top-three import automaker asked Symphony Advanced Media to develop a strategy to
measure the ROI of sponsoring of a widely recognized, highly coveted sports award. As the
automaker’s partner for measurement and optimization of advertising in all media channels
since 2006, SymphonyAM was tapped by the client’s advertising agency to quantify the
brand impact and ROI of sponsoring this highly visible event.
Earned Media Amplification - Personal Care BrandMasood Akhtar
Our social media measurement approach applied to a popular personal care brand. Here we assess the degree to which PAID media is AMPLIFIED by EARNED media conversations.
Modeling the Customer Journey insights using Structural Equation Modelling. This provides a battery of insights into the causal relationships that exist for Brand X's marketing eco-system.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
This document discusses the relationship between high viewability rates and campaign performance metrics like click-through rate. It finds that placements with viewability rates over 90% make up only 1.8% of inventory. Pursuing both high viewability and high performance metrics equally can be less effective than focusing on them separately, as it limits available high-performing placements and requires backfilling impressions to meet viewability targets. The document recommends defining campaign success separately by viewability, performance or sales lift to optimize outcomes.
This document discusses InsightExpress' cross media measurement methodology. It begins by outlining the need for cross media measurement to understand the impact of advertising across multiple channels. It then describes InsightExpress' approach which combines opportunity to see (OTS) measurement for offline media with experimental design for online/mobile exposure tracking. Key deliverables include analyses of campaign performance by media, cost per branding effect calculations, frequency optimization recommendations, and brand equity metrics. The methodology provides an comprehensive solution for evaluating cross channel advertising campaigns.
Measuring the effectiveness of online advertisingDung Tri
This document discusses measuring the effectiveness of online advertising. It outlines seven key approaches: defining online communications strategies; measuring impact on branding objectives; measuring impact on offline sales; measuring media mix effectiveness; analyzing impact on browsing behavior; assessing impact of targeting; and measuring impact of advertising formats. The document provides background on how new internet usage and evolving formats/targeting are driving online advertising growth and the need for effective measurement.
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
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.
Key stats on the power of a company's best customers (AKA Brand Advocates.) Visit zuberance.com/resources to learn more about brand advocacy, word of mouth, and social marketing.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014Masood Akhtar
This analysis sheds light into the connectedness of one brands' insight ecosystem. Using Structural Equation Modelling we have been able to provide a multitude of insights from; some of the causal relationships that exists, the transmission of offline and digital media to sales, the role of social display versus true social consumer engagement and salient concepts that can help steer content generation
This document examines the effectiveness of celebrity endorsements in advertising. It analyzes data from over 2,600 ads to determine if celebrity ads perform better than non-celebrity ads. The analysis finds that contrary to popular belief, celebrity ads do not generally perform better and often perform worse than non-celebrity ads. While clever uses of celebrities can be effective, the creative content of the ad is more important for driving positive responses from viewers than the celebrity endorsement alone. Employing celebrities also carries business risks if they become associated with scandals. The evidence suggests celebrities are not a simple or guaranteed way to improve ad effectiveness.
Paid social media advertising is growing, with 64% of advertisers increasing their budgets in 2013. However, the increases are modest, usually between 1-10%. Advertisers are funding these increases by shifting budget from other online and offline channels to paid social media advertising. Paid social media advertising is seen as an integrated tactic and is usually run alongside other online display, video, and mobile advertising as well as offline print and TV. The primary goal is branding, such as raising awareness. However, measuring ROI remains a challenge as advertisers prefer metrics that span online and offline but most media sellers only provide online-specific metrics like likes and clicks.
Shopper marketing is one of the fastest growing areas of advertising and promotions for CPG companies. Over the next three years, 83% of companies plan to increase their investments in shopper marketing, with 55% expecting to grow it over 5% annually. This is fueled by the need to better influence shoppers across the entire path to purchase and generate measurable results. Traditional media spending is declining as shopper marketing moves to center stage. CPG companies are investing in shopper marketing to capture insights on shoppers and create effective campaigns to engage deal-driven consumers in a fragmented marketing environment.
Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them.
Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on...
Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.
This document discusses programmatic prospecting, which uses third-party data to target and reach potential new customers. It evaluates different data providers and DSPs to determine how to maximize their audience data and use data more efficiently. Key aspects of an effective prospecting strategy include understanding campaign objectives, selecting the right audience segments, and pairing prospecting with remarketing to support lower-funnel conversions. Prospecting should be evaluated based on media efficiency, quality of audiences reached, and ability to scale.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
This document discusses various marketing communication tools and concepts, including integrated marketing communications, the promotional mix, advertising, sales promotion, public relations, direct marketing, and personal selling. It provides examples of each tool, compares traditional vs. modern approaches, and outlines the process for developing an advertising campaign including setting objectives, developing strategy, selecting media, and evaluating effectiveness. Brand value rankings and advertising expenditure trends over time are also summarized.
The document discusses research from comScore on the effectiveness of different digital media placement strategies. It finds that retargeting drives both online search and site visitations better than other display strategies in the short term. Using multiple strategies together often leads to higher results than single strategies alone. In later periods, retargeting and audience targeting strategies continue to perform well for driving visitations. The research is being expanded to examine how strategies affect brand metrics like awareness and favorability over time.
This document contains stories from multiple individuals about experiences they had where the halo effect influenced perceptions and judgments of them. One story describes how an interviewer's initial positive impression influenced how they evaluated the individual even when put in a stressful situation. Another story describes how positive attributes in some subjects led a teacher to assume competency in other unrelated areas. A third story describes how an initially positive impression led to unrealistic expectations of Excel skills in a new role without proper training.
The document discusses the Halo Effect and how physical attractiveness impacts how people are perceived and treated. The Halo Effect is the belief that attractive people are viewed as more successful, but the theory has not been proven true in all cases. While attractiveness may help some people get jobs more easily, it can also lead to harder times for less attractive individuals and increased suicide risks among teens. The impact of the Halo Effect is still debated as appearances become increasingly important in society.
The document is asking where the default colors palette is located in CorelDrawX3 as none are showing up, and inquiring if selecting one of the palette options like CMYK could help make them appear. It also mentions checking different setups and saving/closing the program in an effort to resolve the palette issue.
Slide deck to support a keynote at Libraries Developing Digital Literacies in Cardiff, Wales, UK on 17 July 2015. The keynote offers some personal reflections as well as some pointers to current Jisc work in the area of digital capability and related themes. This pdf version includes speaker notes.
Time management is important because wasting time causes stress and improves productivity and quality of life. There are several steps to effective time management including defining goals, identifying time thieves, setting priorities according to importance and urgency, using a daily schedule, and starting each day with a positive attitude. Time is a scarce resource that cannot be bought, rented, stored, or recalled, so it is important to manage it effectively.
Measuring the effectiveness of online advertisingDung Tri
This document discusses measuring the effectiveness of online advertising. It outlines seven key approaches: defining online communications strategies; measuring impact on branding objectives; measuring impact on offline sales; measuring media mix effectiveness; analyzing impact on browsing behavior; assessing impact of targeting; and measuring impact of advertising formats. The document provides background on how new internet usage and evolving formats/targeting are driving online advertising growth and the need for effective measurement.
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
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.
Key stats on the power of a company's best customers (AKA Brand Advocates.) Visit zuberance.com/resources to learn more about brand advocacy, word of mouth, and social marketing.
Online advertising vs brand building (Nielsen)Alfonso Gadea
Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014Masood Akhtar
This analysis sheds light into the connectedness of one brands' insight ecosystem. Using Structural Equation Modelling we have been able to provide a multitude of insights from; some of the causal relationships that exists, the transmission of offline and digital media to sales, the role of social display versus true social consumer engagement and salient concepts that can help steer content generation
This document examines the effectiveness of celebrity endorsements in advertising. It analyzes data from over 2,600 ads to determine if celebrity ads perform better than non-celebrity ads. The analysis finds that contrary to popular belief, celebrity ads do not generally perform better and often perform worse than non-celebrity ads. While clever uses of celebrities can be effective, the creative content of the ad is more important for driving positive responses from viewers than the celebrity endorsement alone. Employing celebrities also carries business risks if they become associated with scandals. The evidence suggests celebrities are not a simple or guaranteed way to improve ad effectiveness.
Paid social media advertising is growing, with 64% of advertisers increasing their budgets in 2013. However, the increases are modest, usually between 1-10%. Advertisers are funding these increases by shifting budget from other online and offline channels to paid social media advertising. Paid social media advertising is seen as an integrated tactic and is usually run alongside other online display, video, and mobile advertising as well as offline print and TV. The primary goal is branding, such as raising awareness. However, measuring ROI remains a challenge as advertisers prefer metrics that span online and offline but most media sellers only provide online-specific metrics like likes and clicks.
Shopper marketing is one of the fastest growing areas of advertising and promotions for CPG companies. Over the next three years, 83% of companies plan to increase their investments in shopper marketing, with 55% expecting to grow it over 5% annually. This is fueled by the need to better influence shoppers across the entire path to purchase and generate measurable results. Traditional media spending is declining as shopper marketing moves to center stage. CPG companies are investing in shopper marketing to capture insights on shoppers and create effective campaigns to engage deal-driven consumers in a fragmented marketing environment.
Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them.
Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on...
Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.
This document discusses programmatic prospecting, which uses third-party data to target and reach potential new customers. It evaluates different data providers and DSPs to determine how to maximize their audience data and use data more efficiently. Key aspects of an effective prospecting strategy include understanding campaign objectives, selecting the right audience segments, and pairing prospecting with remarketing to support lower-funnel conversions. Prospecting should be evaluated based on media efficiency, quality of audiences reached, and ability to scale.
Innovations in marketing effectiveness measurement Michael Wolfe
A new and innovative approach in marketing ROI measurement. Goes beyond traditional marketing mix models by 1) developing long-term ad effects measurements, 2) measuring media message and creative, 3) quantifying the interactions or synergies across the marketing mix and 4) measuring the voice-of-the customer through social media
This document discusses various marketing communication tools and concepts, including integrated marketing communications, the promotional mix, advertising, sales promotion, public relations, direct marketing, and personal selling. It provides examples of each tool, compares traditional vs. modern approaches, and outlines the process for developing an advertising campaign including setting objectives, developing strategy, selecting media, and evaluating effectiveness. Brand value rankings and advertising expenditure trends over time are also summarized.
The document discusses research from comScore on the effectiveness of different digital media placement strategies. It finds that retargeting drives both online search and site visitations better than other display strategies in the short term. Using multiple strategies together often leads to higher results than single strategies alone. In later periods, retargeting and audience targeting strategies continue to perform well for driving visitations. The research is being expanded to examine how strategies affect brand metrics like awareness and favorability over time.
This document contains stories from multiple individuals about experiences they had where the halo effect influenced perceptions and judgments of them. One story describes how an interviewer's initial positive impression influenced how they evaluated the individual even when put in a stressful situation. Another story describes how positive attributes in some subjects led a teacher to assume competency in other unrelated areas. A third story describes how an initially positive impression led to unrealistic expectations of Excel skills in a new role without proper training.
The document discusses the Halo Effect and how physical attractiveness impacts how people are perceived and treated. The Halo Effect is the belief that attractive people are viewed as more successful, but the theory has not been proven true in all cases. While attractiveness may help some people get jobs more easily, it can also lead to harder times for less attractive individuals and increased suicide risks among teens. The impact of the Halo Effect is still debated as appearances become increasingly important in society.
The document is asking where the default colors palette is located in CorelDrawX3 as none are showing up, and inquiring if selecting one of the palette options like CMYK could help make them appear. It also mentions checking different setups and saving/closing the program in an effort to resolve the palette issue.
Slide deck to support a keynote at Libraries Developing Digital Literacies in Cardiff, Wales, UK on 17 July 2015. The keynote offers some personal reflections as well as some pointers to current Jisc work in the area of digital capability and related themes. This pdf version includes speaker notes.
Time management is important because wasting time causes stress and improves productivity and quality of life. There are several steps to effective time management including defining goals, identifying time thieves, setting priorities according to importance and urgency, using a daily schedule, and starting each day with a positive attitude. Time is a scarce resource that cannot be bought, rented, stored, or recalled, so it is important to manage it effectively.
Occupabilità e competitività come muoversi da protagonista nel mondo che cambia.Carlo Colomba
Sono le persone a subire le conseguenze della crisi economica in atto. Ma i veri
processi di cambiamento non possono prescindere dall’impegno e dalla
responsabilità personali. Rispetto ai coetanei di altri Paesi i nostri giovani incontrano il lavoro in età troppo avanzata e, per di più, con conoscenze poco spendibili anche per l’assenza di un vero contatto con il mondo del lavoro in ragione del noto pregiudizio che vuole che chi studia non lavori e che chi lavora non studi. Una promozione della cultura del lavoro e dell’organizzazione aziendale porterebbe benefici sia per i lavoratori che per le imprese, ma l’Italia rimane agli ultimi posti in Europa per quanto riguarda la
partecipazione della popolazione ad attività di formazione continua e per l’alternanza scuola/lavoro. Si tratta di promuovere una cultura dell’apprendimento permanente tra i giovani e gli adulti rimodellando tempi, contenuti e modalità di coinvolgimento all’interno di un sistema di certificazione dei saperi e delle competenze possedute funzionale ad un reale aumento dell’occupabilità a supporto dei momenti di transizione nella vita e nel lavoro.
Identity in individuals with disability. Dario Ianes. Edizioni Erickson, Italywww.erickson.it
The document discusses identity in individuals with disabilities. It describes key factors that influence identity development, including health conditions, activities, environmental factors, and personal factors. It discusses motivation, self-efficacy, attributional style, self-esteem, and the importance of time and choices in developing a strong, autonomous identity. Developing identity involves reflecting on characteristics, abilities, social roles, and gaining a sense of self.
This document does not contain any meaningful information to summarize in 3 sentences or less. It appears to be random characters and does not convey any essential high level ideas or concepts.
YAPC::Asia 2008 Tokyo - Pathtraq - building a computation-centric web serviceKazuho Oku
The talk describes the architecture of Pathtraq, one of Japan's largest web access statistics service, covering from database compression techniques to embedded SQL in perl.
This document discusses an electronic discharge letter mobile app that uses near-field communication (NFC) to exchange structured patient health information between providers and patients. The app allows for semantic interoperability across heterogeneous systems using standards like SNOMED-CT and UMLS, and bridges communication gaps by simplifying information exchange without Wi-Fi or device pairing. The goal is to empower patients through features like allergy alerts and medication summaries while preserving privacy.
1. The document examines the relationship between online advertising and brand building. It finds that click-through rates are not correlated with brand metrics or offline sales, but some brand metrics like purchase consideration are correlated with offline sales impact.
2. The document also finds that while online ads can succeed in driving brand impact through increased awareness, recall, and message association, success is not guaranteed and advertisers need new online branding metrics beyond clicks and impressions.
3. The document analyzes over 500 online ad campaigns and finds they on average increase brand metrics like awareness and recall, though influencing opinions and purchase intent is more difficult but still possible with well-executed online ads.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
One of the crucial trends nowadays will be the growth of attribution modeling. However, many savvy marketers are still missing the opportunity to reap the benefits of attribution modeling, hence this whitepaper is aimed at providing a comprehensive overview of what marketing attribution is all about.
The value of being seen : a guide to digital advertising viewability - Turn -...Romain Fonnier
What’s hard to understand about advertisers wanting ads to be seen by real live consumers?
At first blush, it seems so simple: viewable ads reassure advertisers that their ads are delivered in-view (that is, on an active page or within frame). Yet, viewability does not guarantee that the end consumer will actually view the ad creative or engage with the message.
Successful digital advertising depends on a variety of factors -- including a nuanced understanding of what viewability is, when it matters, and how it fits into a broader campaign strategy.
This document argues that investing in a full digital marketing funnel, including upper and lower funnel tactics, yields better results than using just lower funnel tactics alone. It summarizes an analysis of campaign data from multiple DSPs that showed upper funnel tactics like prospecting positively influenced lower funnel strategies like remarketing by driving more users and clicks into the remarketing pool, increasing reach and conversion rates. Specifically, campaigns using a full funnel approach saw 64-110% higher conversion rates than remarketing alone. The document concludes that combining upper and lower funnel tactics increases conversion volumes through incremental conversions.
The vCE Charter Study found that on average 31% of digital display ads across 18 campaigns were not in-view, meaning they had no opportunity to be seen. In-view rates varied significantly both across campaigns (ranging from 55% to 93% in-view) and sites (ranging from 7% to 100% in-view). While targeting basic demographics generally achieved audience delivery goals, targeting behavioral segments showed stronger potential, with some campaigns achieving 67% of impressions to the target behavioral audience. The study also found that 72% of campaigns had some impressions on sites with objectionable content, and 0.16% of impressions on average were fraudulent. However, ad pricing did not correlate with in-view rates or audience targeting
Display advertising can influence customers at every stage of the marketing funnel by increasing brand awareness, driving further engagement with educational content, and boosting conversions. Research has found that display advertising leads to a 6% lift in brand awareness and a 94% increase in related keyword searches. It also results in a 140% increase in engagement with advertiser content and an 82% higher likelihood of prospects downloading content. When paired with search campaigns, display can produce a 119% lift in sales. Display makes an impact throughout the entire customer journey from awareness to purchase.
Display advertising can influence customers at every stage of the marketing funnel, from awareness to purchase. It increases brand awareness, drives further engagement with educational content, and enhances the impact of other advertising methods like search. Case studies found that display advertising led to increased website visits, keyword searches, content downloads, event registrations, and conversions when paired with search. Display makes a continuous impact throughout the buyer's journey and can account for a significant portion of online conversions.
Media Mind: Dynamic Creative PptimizationEngel Fonseca
Smart Versioning is MediaMind's dynamic creative optimization product that improves ad performance by serving different ads to target audiences based on real-time data. Analysis found direct response campaigns using Smart Versioning maintained click-through rates but increased post-click conversion rates by 59% compared to regular campaigns. For branding campaigns, Smart Versioning increased ad engagement rates by 20%. Smart Versioning streamlines targeting and creative production while maximizing returns.
Driving results with dynamic creative optimisationShane Smith
Smart Versioning is MediaMind's dynamic creative optimization product that improves ad performance by serving different ads to target audiences based on real-time data. Analysis found direct response campaigns using Smart Versioning maintained click-through rates but increased post-click conversion rates by 59% compared to regular campaigns. Branding campaigns saw a 20% increase in engagement, as measured by dwell time. Smart Versioning streamlines targeting and creative testing to maximize returns for advertisers.
This document is a capstone project that examines the ongoing debate around viewability in digital advertising. It argues that viewability is an overemphasized metric that does not provide useful insights into campaign success. The author conducted interviews and reviewed trade publications to determine that marketers, agencies, and publishers must work together to find sustainable solutions, such as marketers setting their own viewability standards and publishers optimizing websites and ad formats. Addressing ad fraud is also important to improve measurement and spending controls.
101 guide to the basics of paid social media, complete with platform (Facebook, Twitter, YouTube, Vine, Outbrain, Tumblr & Snapchat) average spend and content size requirements for campaigns.
What programmatic marketing really means for researchJoel Rubinson
Understand that programmatic advertising is the biggest change since TV. It drives marketers into data driven marketing and researchers into real time systems.
Com score - ad analytics-booklet - lessons learned in digital advertisingNguyen Dang Vu
This document provides lessons learned from digital advertising based on comScore's research. It identifies key issues like clicks being an incomplete metric, challenges with cookie-based targeting and measurement, and the need for viewability, brand safety and non-human traffic measurement for transparency. It also discusses how industry benchmarks can help set expectations for campaign delivery given limitations of digital advertising. The document aims to guide more effective planning, evaluation and results for media buyers and sellers.
IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian HewetsonIAB Canada
Even after all of these years, more media is bought based on the cheapness of the click than any other KPI, even though the click has no correlation to real success. Using the latest measurement techniques across both mobile and desktop to examine this issue, Eyereturn will show the effects of the industry's long standing addiction to the click, and what we can all do to help break the habit.
The document discusses audience targeting accuracy in digital advertising. It finds that targeting accuracy varies greatly among data providers, with some increasing targeting accuracy by just 15% over untargeted campaigns while the top provider, Quantcast, is able to almost triple targeting accuracy. The document advocates for holding data providers accountable for targeting accuracy, as is currently done for viewability and fraud. Accurate targeting improves campaign efficiency and effectiveness by ensuring ads reach the intended audience.
As a digital strategy agency - our focus is helping clients deliver the right message to the right audience at the right time.
From a framework - we created an overview of 13 current media channels designed to help identify the correct strategy, target, and audience.
For more information - please visit http://www.digitalspaceconsulting.com.
This document discusses approaches for quantifying the impact of brand advertising in B2B environments. It is difficult to directly link brand advertising to sales in B2B due to long sales cycles, influence of decision-making units, and the role of sales forces. The document proposes using intermediate metrics that correlate with purchase intent, such as willingness to take a sales call, and digital metrics from online tracking like visits to a company's homepage. It provides an example where multivariate time series analysis was used to model the impact of various factors like TV advertising, print, and online ads on homepage visits.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Spotify: Revolutionizing the Music Streaming IndustryTMR Infra
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The Halo Effect
1. KEY FINDINGS FROM THE STUDY CAN BE
SUMMARIZED AS FOLLOWS:
•• Display and video ads on DCN premium
publisher sites had an average of 67%
higher brand lift than non-DCN publishers,
confirming that premium sites deliver
premium performance.
•• Premium publishers are more than 3x more
effective in driving mid-funnel brand lift
metrics, such as favorability, consideration
and intent to recommend.
•• Premium publisher effectiveness is driven
in part by higher viewability rates which
include lower levels of invalid traffic.
The Halo Effect:
How Advertising on Premium Publishers Drives Higher
Ad Effectiveness
Overview
Executive Summary
comScore conducted research to examine the branding
effectiveness of digital display and video ads appearing
on Digital Content Next (DCN) member sites compared
to non-member sites. DCN is a consortium of digital
publishers whose brands have a direct relationship with the
consumer and therefore are more likely to be household
names and are generally considered to be “premium
publishers”; therefore, this study can be interpreted as
a way of understanding the branding value of premium
publishers vs. all other publishers. The study found that
this segment of publishers delivered significantly better
branding effectiveness results across a number of measures.
The primary driver of this increased effectiveness is the
halo effect that comes from the value of the contextual
environment in which these ads are seen.
Research Background
The rapid growth of programmatic advertising in recent
years has aroused concern over whether digital ad
impressions are becoming increasingly commoditized. An
audience-centric approach to buying, while more efficient
in some ways, can also overlook other important factors
that determine advertising effectiveness, such as media
quality. If ads delivered programmatically are largely agnostic
to the context in which they are delivered, then one could
argue that Digital Content Next (DCN) publishers represent
the opposite end of the spectrum in digital. DCN is an
industry trade group representing many name brand digital
publishers across a variety of content verticals, including
news, sports, health, finance, lifestyle and entertainment.
These well-known media brands tend to sell most of their
inventory directly to advertisers and provide a context for
their content that is more meaningful to their readers.
Given this backdrop, comScore wanted to understand to
what extent media quality mattered in driving advertising
effectiveness. Is it true that ads appearing on premium
publishers, all else being equal, performed better than on
other inventory? And if it’s true that premium inventory
performs better, how much more valuable is it?
In order to answer these questions, comScore decided
to compare metrics of inventory quality and advertising
effectiveness for this particular set of premium publishers vs.
all other publishers. The study analyzed the brand lift results
for 15 large brand display and video ad campaigns across a
number of advertiser categories, including consumer packaged
goods, household goods, auto, consumer electronics, and
telecom. The campaigns were selected from among previously
run comScore Brand Survey Lift studies that were (1)
sufficiently large in impression volume, (2) ran on both DCN
and non-DCN publishers, (3) had at least 400 total survey
respondents, (4) had at least 75 respondents in the DCN
publisher exposed group, and (5) had at least one brand
metric showing statistically significant lift. The ad impressions
included in this analysis ultimately ran on a representative
sample of 28 of the 75 members listed on DCN’s website.
2. DCN Premium Publisher Study
Research Findings
The research demonstrated that ads appearing on DCN
premium publishers were significantly more effective in
driving brand lift. While some of this effect was due to higher
ad viewability on premium sites, the more significant driver
was the halo effect of appearing on these sites.
Premium Publishers Drive Much Higher Brand Lift,
Particularly Mid-Funnel
The study began by comparing the brand lift effectiveness
of ads delivered on these sites according to the metric brand
lift at one impression, which is a calculation of impressions-
weighted brand lift. Across a number of effectiveness metrics,
ads appearing on DCN sites outperformed those on non-
DCN sites by 67%, with an average brand lift of 0.89 vs. 0.53.
AVERAGE BRAND LIFT*
The research examined brand lift effectiveness for the DCN
and non-DCN publisher sets across different phases of the
marketing funnel:
The results showed that the average brand lift for ads on
DCN premium publisher sites was higher on a statistically
significant basis across all three phases of the funnel.
DCN premium publishers performed 32% better on top-
funnel metrics (0.56 point brand lift vs. 0.42) and 9% better
on bottom-funnel metrics (0.38 point brand lift vs. 0.35).
But what stands out the most is that ads on DCN premium
publishers were more than 3x as effective mid-funnel with a
lift 1.87 points vs. 0.51.
0.89
0.53
DCN Publishers Non-DCN
Publishers
This outsized mid-funnel performance is of particular
significance for the large consumer brands that drive
the majority of digital ad spending. These brands will
tend to have already established high brand awareness
and therefore prefer to focus more on influencing how
consumers feel about the brand so that they are more likely
to purchase that brand when they are in the market to do
so. These data suggest that premium publishers may do a
particularly effective job at moving the needle at this key
phase of the marketing funnel.
AVERAGE BRAND LIFT*
UPPER FUNNEL
MID FUNNEL
LOWER FUNNEL
0.56
0.38
1.87
0.42
0.35
0.51
DCN Publishers
Non-DCN Publishers
Top Funnel – Awareness, Recall, Message Association
Mid Funnel – Favorability, Consideration, Intent to
Recommend
Lower Funnel – Purchase Intent, Share of Consumer Choice
It should be noted that this study could have been designed
a number of different ways to understand the value of
premium content in digital publishing. It could have analyzed
directly bought inventory vs. programmatically bought
inventory, or analyzed different placement strategies. We
selected this specific set of publisher brands from DCN
member companies in order to evaluate the extent to which
advertising seen on a premium brand’s site is more effective
due to that brand’s halo effect. Because of this particular
criteria, please note that certain metrics in this report do not
necessarily align with other definitions of “premium.”
Finally, it should also be noted that this report was not
commissioned by DCN or any of its member companies.
comScore undertook this research independently in order
to test the hypothesis of whether or not premium publishers
drive superior advertising effectiveness. While the results
were shared with DCN prior to publication, they did not have
any influence over the design of the research or its findings.
*Impressions-weighted
*Impressions-weighted
3. DCN Premium Publisher Study
1.67
1.11
% VIEWABLE % INVALID TRAFFIC
50%
2.2%45% 3.5%
DCN Publishers DCN PublishersNon-DCN
Publishers
Non-DCN
Publishers
DCN Publishers Have More Viewable Ad Inventory and
Less Invalid Traffic
One important factor contributing to the effectiveness of
publishers’ inventory is their viewability rate. Since ads
that aren’t viewable by definition have no impact on their
audience, sites with lower viewability rates dilute the overall
effectiveness of impressions running on their site.
Our analysis of these campaigns indicated that the
impressions running on the DCN premium publisher sites
had an average viewability rate of 50%, above comScore’s
Q4 2015 viewability benchmark of 48% and well above the
45% viewability rate among non-DCN publishers included
in this study. While this study did not examine the precise
reasons for these differences in viewability, it could be driven
by several factors. Premium sites might be more proactive
in optimizing their site design around viewability; their users
might spend more time on site, thereby allowing more ad
impressions to fully render; they may be less likely to stuff
low-quality ad impressions at the bottom of the page; or
they may have less invalid traffic (IVT), which is not viewable
by definition. Whatever the specific drivers, it’s clear that
premium publishers do deliver higher ad viewability.
Overall
Effectiveness
Viewability
= = 1.51
This finding makes sense given that premium publishers’
tend to sell their inventory directly and offload little to the
exchanges, where inventory is more susceptible to ad fraud.
But again, it should be noted that the IVT disparity will be
wider when explicitly differentiating between directly-bought
and programmatically bought inventory, as opposed to
publisher class.
Putting it all Together:
The Halo Effect
The DCN publishers performed better across every
dimension of analysis in this study, from higher viewability to
lower IVT to higher overall brand effectiveness. But to what
extent is their higher effectiveness driven simply by being
seen vs. the value of the context in which that brand is seen?
We can express the overall effectiveness of an ad as being
the combined effect of its increased likelihood of being seen
and the value of its surrounding context.
60
50
40
30
20
10
0
4
3
2
1
0
comScore’s Q4 2015 vCE benchmarks indicate that when
using the directly-bought vs. programmatic definition of
premium, there is wider divergence in viewability – 55%
vs. 42%. These differences make sense, however, when
considering that directly-bought inventory will necessarily
skew towards the most viewable, above-the-fold inventory,
whereas the DCN definition includes both directly-bought
and programmatically sold inventory.
While DCN premium publishers generate higher viewability
rates overall, they also attract substantially lower levels
of invalid traffic (IVT). DCN premium publishers had a
modest 2.2% of its traffic coming from IVT as compared
to 3.5% among non-DCN publishers included in the study.
By factoring out the viewability effect, we can properly
isolate the value of the halo effect. Since overall
effectiveness for DCN publishers was 67% higher, and
inventory quality was 11% higher (50% divided by 45%),
it implies that premium publishers drive 51% higher
effectiveness due to the halo effect.
Effectiveness Viewability Halo Effect
Halo
Effect
= x