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Chris Sietsema's presentation for agencyside's "Back in the Black" training for digital account teams.
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Online Display Advertising
Chris Sietsema
Back in the Black: April 28 – 29, 2011
Why Online Display
• Increase Awareness– Grow Demand– Lift Search Volume– Improve Inquiries
• Utilize as a Component– Value Add for Integrated Campaigns
• Retention & Loyalty
Fallacies about Online Display Advertising3
#1 - It’s “Banner Advertising”
Beyond Banners
Source: Nielsen IAG
Beyond Banners
#2 - It’s Awareness Only
Retargeting
Ad Networ
k
Ad Networ
k
ClientWebsite
ClientWebsite
#3 - It’s Expensive#3 - It’s Expensive
Performance Based
Impact of Social Advertising
Metrics – What to Expect
0.11% CTR
Research Tools
Popular Networks
Best Performing Networks : July – December 2010
Targeting
Creative
Source: DoubleClick for Advertisers
Testing
Best Practices
• Don’t Place a Buy Without…
1. A 3-day Out Clause
2. Multiple Creatives in Various Sizes
3. Ability to Change Out Creative (ad server)
4. Your Own Tracking Code
5. Landing Page
Questions?
• Chris Sietsema
• Teach to Fish Digital
• 480.389.5435
• linkedin.com/in/sietsema
• Twitter: @sietsema
• slideshare.net/sietsema