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Httpool Asia - How To Better Measure and Optimize Display Media

HOW TO BETTER MEASURE AND OPTIMIZE DISPLAY MEDIA? Prepared for eCMO Conference June 2010 Httpool is one of the fastest growing global online advertising solution providers, with a focus on emerging markets International Presence: London (HQ) + 14 offices in Europe, India and Asia INTRODUCTION Httpool Asia is technology-driven with focus on Performance Marketing: Everything you¶ve wanted in an ad network: Broad efficient reach + a diverse portfolio of inventory, pricing model and targeting o

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121 views21 pages

Httpool Asia - How To Better Measure and Optimize Display Media

HOW TO BETTER MEASURE AND OPTIMIZE DISPLAY MEDIA? Prepared for eCMO Conference June 2010 Httpool is one of the fastest growing global online advertising solution providers, with a focus on emerging markets International Presence: London (HQ) + 14 offices in Europe, India and Asia INTRODUCTION Httpool Asia is technology-driven with focus on Performance Marketing: Everything you¶ve wanted in an ad network: Broad efficient reach + a diverse portfolio of inventory, pricing model and targeting o

Uploaded by

QBid / Q比網
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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HOW TO BETTER

MEASURE AND
OPTIMIZE DISPLAY Prepared for eCMO Conference

MEDIA?
June 2010
Httpool is one of the fastest growing global online
advertising solution providers, with a focus on
emerging markets

International Presence: London (HQ) + 14 offices


in Europe, India and Asia

Httpool Asia is technology-driven with focus on


INTRODUCTION Performance Marketing:

Everything you’ve wanted in an ad network:


Broad efficient reach + a diverse portfolio of
inventory, pricing model and targeting options!

Our goal is to deliver Reach, Quality and Results for


advertisers and agencies
DISPLAY ADVERTISING 2.0

 Efficient Reach
 Efficiency (CPM for volume, CPC, Pay-per-visit, CPA for
performance driven)

 Technology
 Targeting/ Retargeting (behavioral segments)
 Real-time optimization (on media buy, creative)

 Data
 Measurability
 Accountability
TRADITIONAL LINEAR
CAMPAIGN PLANNING
MEASUREMENT PROCESS

CAMPAIG
N LIVE

Post Campaign
Report

Evaluate,
Measure, After 2 weeks
Learn
REAL-TIME
OPTIMIZATION
REAL TIME OPTIMIZATION

& RE-TARGETING
Registration Flow
HTTPOOL Landing page Registration page Thank you page
network

Thank you for


registration

Optimize Against Build Segment (who had


Re-target Drop off users
Thank you page been to landing page)
BENEFITS TO CLIENT

 Pay-per-Visit Model
 Guarantee Traffic to the site, reach hidden potential
 site traffic increased by 70%

 Brand building
 Banners shows 50 million times across targeted geos (capped by budget)

 Real-time optimization against thank you page


 Increase online registration rate by 30%

 Re-target drop off users


 Call back users that did not complete the registration

 Build Consumer Segments for later campaigns


HOW TO DO A SUCCESSFUL
CPA CAMPAIGN

 Tracking pixel on the site

 Banner: clear message + strong call to action

 Easy and Simple Registration path (ideal 3 pages)

 Landing Page: Clear purpose/ benefit message


MEASUREMENT OF DISPLAY MEDIA

•Impressions Delivered (Reach)


•No. of Clicks generated (CTR)

•Sales
LAST-AD MODEL
IN TRADITION – CREDITING
CONVERSIONS TO LAST AD

Ignores 93%-95% audience engagement


SYNERGY OF SEARCH & DISPLAY
= BRAND AWARENESS + LIFT IN
CONVERSION + HIGHER ROI
Search Engine Marketing limits potential reach of target audience

 While 5% of the consumer time spent is performing searches , 95% of the time is browsing on the
web sites for information, entertainment, and connecting with friends

 Therefore, when look into total consumer conversions cross channel, display accounts for 72% of
total conversions

Sources: AdReady (September 2009)


MEDIA BEHAVIOR VS. PURCHASE
FUNNEL (AIDA)

 44% of sponsored search clickers are exposed to


display ads prior to the click.

 71% of sponsored search clicks are navigational in


nature

 Broad interest sites like social media, news and


entertainment sites, on the other hand, often
reaches consumers much earlier

 ad networks provides delivering Broad Reach and


engagement and their ability to target ads to likely
prospects (e.g. behavioral and psychographic
targeting) helps conversion

Sources: Microsoft Atlas


DISPLAY ADS ARE EFFECTIVE EVEN
WHEN PEOPLE DON'T CLICK ON
THEM:

 Increase Brand Term Search Volume- 50% lift in brand term search query
one week after exposure to the display ad.

 Improves Site Engagement - 55% lift in time spent on advertiser’s site on


those who viewed a branded ad in this study (34 minutes per unique visitor
vs. the 22 average minutes per unique when they were not shown the ad)

 Improve eCommerce Spend By An Average Of 7% - 7% average lift in


eCommerce spend per ad site visitor.
 Travel spend was 9% higher among exposed users
 CPG spend was 14% higher
 Consumer electronics was 22% higher

Sources: OPA (Online Publishers Association ) and Comscore


HTTPOOL PAY-PER-VISIT
NETWORK

PAID
CLICKS

FREE
EXPOSURE

Tracking: Click Conversion VS. View Conversion


MORE METRICS TO EVALUATE

PERFORMANCE OF DISPLAY
ADS
 Brand Exposure and Awareness
 Impressions toward relevant audiences (CTR would be good
indicator)
 Reach and Frequency

 Site Engagement
 Unique visitors and bounce rate
 Time spend and average page view

 Performance Improvement
 Lift in brand searches, search engine click-thru rates, direct visits and
online/offline purchasing
BENEFITS TO CLIENT

 Track View Conversion


 An audience came back 30 days after
viewing the ad

 Increase time spent/ user by over 200%

 Increase brand term searches by over 30%

 Increased sales by nearly 30%


DISPLAY ADVERTISING 2.0

 Efficient Reach
 Efficiency (CPM for volume, CPC, Pay-per-visit, CPA for
performance driven)

 Technology
 Targeting/ Retargeting (behavioral segments)
 Real-time optimization (on media buy, creative)

 Data
 Measurability
 Accountability
QUESTIONS?
THANK YOU!

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