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Online Display Advertising can be the natural progression from Search Advertising for Small and Medium Businesses looking to drive lead generation and direct customer conversion online. But relatively high CPCs and low direct conversion rates can lead advertisers to the conclusion that Display Advertising “just doesn’t work” for them.
Citation preview
MoneyballHow buying by “On Base Percentage”
rather than “RBIs” drives results in Display Advertising
Olly Downs, PhDConsulting Chief Scientist
Thursday, December 22, 11
THE ART OF WINNING AN UNFAIR GAME
2002 New York Yankees 2002 Oakland Athletics
Thursday, December 22, 11
THE ART OF WINNING AN UNFAIR GAME
$125,000,000
$41,000,000
2002 New York Yankees 2002 Oakland Athletics
Thursday, December 22, 11
Baseball Digital Advertising
GoalRuns
(more than opponent)Actions
(more than alternative)
Asset Players Media / Data
Budget Player Salaries Media Purchased
Constraint9 Innings(27 outs) Campaign Duration
WHY?BASEBALL & DIGITAL ADVERTISING
Thursday, December 22, 11
Baseball Digital Advertising
How to Evaluate RBI (runs-batted-in)OBP (on-base-percentage)
eCPC / eCPA
The Premium Strategy A-Rod Home Pages / Sponsorships
The Non-Obvious Strategy
Find Undervalued Talent/Use Different Metrics
Find Undervalued, Non-Obvious Sites/Segments
Pick More Mature Players or Identify Commonalities of Younger Players with
Known Players
Intelligently Initialize and/or Quickly Adapt/Optimize Campaign Parameters
WHY?BASEBALL & DIGITAL ADVERTISING
Thursday, December 22, 11
MONEYBALLSTRATEGY
Thursday, December 22, 11
• We might want to buy runs, but we benefit from players who get on base
• Purchase Established Players based on different metrics – OBP vs. HR• Selectively draft College Baseball players rather than High School Players – stable statistics• Buying High School Players, look for similarities with mature players who have the right metrics
MONEYBALLSTRATEGY
Thursday, December 22, 11
• We might want to buy runs, but we benefit from players who get on base
• Purchase Established Players based on different metrics – OBP vs. HR• Selectively draft College Baseball players rather than High School Players – stable statistics• Buying High School Players, look for similarities with mature players who have the right metrics
MONEYBALLSTRATEGY
Thursday, December 22, 11
• We might want to buy runs, but we benefit from players who get on base
• Purchase Established Players based on different metrics – OBP vs. HR• Selectively draft College Baseball players rather than High School Players – stable statistics• Buying High School Players, look for similarities with mature players who have the right metrics
• It’s been 9 years since the Oakland A’s incredible season
• Moneyball principles have garnered significant adoption across MLB• BUT inefficiencies still exist
MONEYBALLSTRATEGY
Thursday, December 22, 11
THE “EFFICIENT FRONTIER”BASEBALL
Salary Offered
Sign
ing
Prob
abilit
y
0%
100%
50%
Thursday, December 22, 11
THE “EFFICIENT FRONTIER”BASEBALL
What at least one other team is willing to pay
Salary Offered
Sign
ing
Prob
abilit
y
0%
100%
50%
Thursday, December 22, 11
THE “EFFICIENT FRONTIER”BASEBALL What at least one other
team is willing to pay
Salary Offered
Sign
ing
Prob
abilit
y
0%
100%
50%
Thursday, December 22, 11
EFFICIENT FRONTIERHIGH-COST, HIGH PERFORMANCE PLAYERS
Thursday, December 22, 11
EFFICIENT FRONTIERHIGH-COST, HIGH PERFORMANCE PLAYERS
• Top 10 players• By 2011 Salary
Players by Salary Team Salary
Alex Rodriguez New York Yankees $32,000,000Vernon Wells Los Angeles Angels $26,642,857CC Sabathia New York Yankees $24,285,714Mark Teixeira New York Yankees $23,125,000Todd Helton Colorado Rockies $20,275,000Miguel Cabrera Detroit Tigers $20,000,000Roy Halladay Philadelphia Phillies $20,000,000Ryan Howard Philadelphia Phillies $20,000,000Alfonso Soriano Chicago Cubs $19,000,000Carlos Lee Houston Astros $19,000,000
Thursday, December 22, 11
EFFICIENT FRONTIERHIGH-COST, HIGH PERFORMANCE PLAYERS
• Top 10 players• By 2011 Salary
Players by AVG Team Salary
Skip Schumaker St Louis Cardinals $2,750,000Jimmy Rollins Philadelphia Phillies $8,500,000Chase Utley Philadelphia Phillies $15,285,714Jorge Posada New York Yankees $13,100,000Brett Gardner New York Yankees $529,500Ryan Braun Milwaukee Brewers $4,287,500Kelly Shoppach Tampa Bay Rays $3,000,000David Freese St Louis Cardinals $416,000Chris Young Arizona Diamondbacks $5,200,000Magglio Ordonez Detroit Tigers $10,000,000
• By 2011 Batting Average
Thursday, December 22, 11
EFFICIENT FRONTIERHIGH-COST, HIGH PERFORMANCE PLAYERS
• Top 10 players• By 2011 Salary
Players by HR Team Salary
Jose Bautista Toronto Blue Jays $8,000,000Matt Kemp Los Angeles Dodgers $7,100,000Mark Reynolds Baltimore Orioles $5,333,333Dan Uggla Atlanta Braves $9,146,942Mike Stanton Florida Marlins $416,000Jacoby Ellsbury Boston Red Sox $2,400,000Jay Bruce Cincinnati Reds $2,791,667Michael Morse Washington Nationals $1,050,000Paul Konerko Chicago White Sox $12,000,000Troy Tulowitzki Colorado Rockies $5,500,000
• By 2011 Batting Average
• By 2011 Home Runs
Thursday, December 22, 11
EFFICIENT FRONTIERHIGH-COST, HIGH PERFORMANCE PLAYERS
• Top 10 players• By 2011 Salary
Players by OBP Team Salary
Jorge Posada New York Yankees $13,100,000Chase Utley Philadelphia Phillies $15,285,714Skip Schumaker St Louis Cardinals $2,750,000Miguel Cabrera Detroit Tigers $20,000,000Jimmy Rollins Philadelphia Phillies $8,500,000Albert Pujols St Louis Cardinals $14,508,395Ryan Braun Milwaukee Brewers $4,287,500Magglio Ordonez Detroit Tigers $10,000,000Kelly Shoppach Tampa Bay Rays $3,000,000Chris Young Arizona Diamondbacks $5,200,000
• By 2011 Batting Average
• By 2011 Home Runs
• By On Base Percentage
Thursday, December 22, 11
EFFICIENT FRONTIERHIGH-COST, HIGH PERFORMANCE PLAYERS
• Top 10 players• By 2011 Salary
Players by OBP Team Salary
Jorge Posada New York Yankees $13,100,000Chase Utley Philadelphia Phillies $15,285,714Skip Schumaker St Louis Cardinals $2,750,000Miguel Cabrera Detroit Tigers $20,000,000Jimmy Rollins Philadelphia Phillies $8,500,000Albert Pujols St Louis Cardinals $14,508,395Ryan Braun Milwaukee Brewers $4,287,500Magglio Ordonez Detroit Tigers $10,000,000Kelly Shoppach Tampa Bay Rays $3,000,000Chris Young Arizona Diamondbacks $5,200,000
• By 2011 Batting Average
• By 2011 Home Runs
• By On Base Percentage
• Optimizing these metrics and combinations of them at all costs is great if youdon’t have a constrained budget…
Thursday, December 22, 11
EFFICIENT FRONTIERHIGH-PERFORMANCE PER DOLLAR PLAYERS
Thursday, December 22, 11
EFFICIENT FRONTIERHIGH-PERFORMANCE PER DOLLAR PLAYERS
• Now let’s look at the Top 10 Players per $ against the same metrics• Top 10 batters Per $• By 2011 Batting Average
Players by AVG/$ Team 2011 Salary
David Freese St Louis Cardinals $416,000Ryan Roberts Arizona Diamondbacks $423,500Brett Gardner New York Yankees $529,500Jason Jaramillo Pittsburgh Pirates $422,500Jason Donald Cleveland Indians $423,200Don Kelly Detroit Tigers $423,000Lucas Duda New York Mets $414,000Starlin Castro Chicago Cubs $440,000Emilio Bonifacio Florida Marlins $425,000Jason Bourgeois Houston Astros $423,000
Thursday, December 22, 11
EFFICIENT FRONTIERHIGH-PERFORMANCE PER DOLLAR PLAYERS
• Now let’s look at the Top 10 Players per $ against the same metrics• Top 10 batters Per $• By 2011 Batting Average
Players by HR/$ Team 2011 Salary
Mark Trumbo Los Angeles Angels $414,000Mike Stanton Florida Marlins $416,000Andrew McCutchen Pittsburgh Pirates $452,500Neil Walker Pittsburgh Pirates $437,000Carlos Santana Cleveland Indians $416,600J.P. Arencibia Toronto Blue Jays $417,400Freddie Freeman Atlanta Braves $414,000Gaby Sanchez Florida Marlins $431,000Logan Morrison Florida Marlins $414,000Danny Valencia Minnesota Twins $437,500
• By 2011 Home Runs
Thursday, December 22, 11
EFFICIENT FRONTIERHIGH-PERFORMANCE PER DOLLAR PLAYERS
• Now let’s look at the Top 10 Players per $ against the same metrics• Top 10 batters Per $• By 2011 Batting Average
Players by OBP/$ Team 2011 Salary
David Freese St Louis Cardinals $416,000Allen Craig St Louis Cardinals $414,000A.J. Ellis Los Angeles Dodgers $421,000Lucas Duda New York Mets $414,000Jason Donald Cleveland Indians $423,200Dexter Fowler Colorado Rockies $424,000Mike Stanton Florida Marlins $416,000Emilio Bonifacio Florida Marlins $425,000Jason Jaramillo Pittsburgh Pirates $422,500Carlos Santana Cleveland Indians $416,600
• By 2011 Home Runs
• By 2011 On Base Percentage
Thursday, December 22, 11
DAVID FREESE
“David Freese completed a startling night of comebacks with a home run leading off the bottom of the 11th inning to beat Texas 10-9 on Thursday, and suddenly fans all over got something they have waited a long time to see: Game 7 in the World Series."
2011 World Series MVP......and Top Moneyball Pick in the Major Leagues!
Thursday, December 22, 11
EFFICIENT FRONTIERCOST-EFFECTIVE WAYS TO LOAD THE BASES
Thursday, December 22, 11
EFFICIENT FRONTIERCOST-EFFECTIVE WAYS TO LOAD THE BASES
• On-Base Percentage is still uncorrelated with Salary!!
0
0.1
0.2
0.3
0.4
OBP
$250,000
$750,000$1,500,000
$3,500,000$7,500,000
$15,000,000$26,000,000
A-Rod
Salary
Thursday, December 22, 11
EFFICIENT FRONTIERCOST-EFFECTIVE WAYS TO LOAD THE BASES
0
0.1
0.3
0.4
0.5
OBP/$M
M
$250,000
$750,000
$1,500,000$3,500,000
$7,500,000$15,000,000
$26,000,000A-Rod
Salary
• Which means it’s clear where to put your money to maximize OBP per $MM!
Thursday, December 22, 11
EFFICIENT FRONTIERPLAYER PERFORMANCE PER $
• Looking for the hitter to deliver the RBI’s
• There’s a pretty good valuation of home-run hitters
0
44
88
131
175
RBI/$M
M
$500,000$750,000
$1,500,000$3,500,000
$7,500,000$15,000,000
$23,000,000A-Rod
Salary0
44
88
131
175
RBI/$M
M
$500,000$750,000
$1,500,000$3,500,000
$7,500,000$15,000,000
$23,000,000A-Rod
Salary
Thursday, December 22, 11
EFFICIENT FRONTIERPLAYER PERFORMANCE PER $
• Looking for the hitter to deliver the RBI’s
• There’s a pretty good valuation of home-run hitters
0
44
88
131
175
RBI/$M
M
$500,000$750,000
$1,500,000$3,500,000
$7,500,000$15,000,000
$23,000,000A-Rod
Salary0
44
88
131
175
RBI/$M
M
$500,000$750,000
$1,500,000$3,500,000
$7,500,000$15,000,000
$23,000,000A-Rod
Salary
Thursday, December 22, 11
MONEYADSTHE STRATEGY
Thursday, December 22, 11
MONEYADSTHE STRATEGY
BaseballWe might want to buy runs, but we benefit from players who get on base
Digital AdvertisingWe want to drive consumer action, but we can benefit by growing our remarketable audience
• Purchase Established Players based on different metrics – OBP vs. HR
• Target campaigns to optimize audience acquisition rather than actions, which demands a lower premium per impression
• Selectively draft College Baseball players rather than High School Players – stable statistics
• Find pockets of inventory that we know from historical data will deliver high-quality click-based audience at low cost
• Buying High School Players, look for commonalities with the background of mature players who now have good “different metrics”
• Buy previously unseen media based on commonality with seen media that performs well against our new target metrics
Thursday, December 22, 11
MONEYADSTHE STRATEGY
BaseballWe might want to buy runs, but we benefit from players who get on base
Digital AdvertisingWe want to drive consumer action, but we can benefit by growing our remarketable audience
• Purchase Established Players based on different metrics – OBP vs. HR
• Target campaigns to optimize audience acquisition rather than actions, which demands a lower premium per impression
• Selectively draft College Baseball players rather than High School Players – stable statistics
• Find pockets of inventory that we know from historical data will deliver high-quality click-based audience at low cost
• Buying High School Players, look for commonalities with the background of mature players who now have good “different metrics”
• Buy previously unseen media based on commonality with seen media that performs well against our new target metrics
Thursday, December 22, 11
MONEYADSTHE STRATEGY
BaseballWe might want to buy runs, but we benefit from players who get on base
Digital AdvertisingWe want to drive consumer action, but we can benefit by growing our remarketable audience
• Purchase Established Players based on different metrics – OBP vs. HR
• Target campaigns to optimize audience acquisition rather than actions, which demands a lower premium per impression
• Selectively draft College Baseball players rather than High School Players – stable statistics
• Find pockets of inventory that we know from historical data will deliver high-quality click-based audience at low cost
• Buying High School Players, look for commonalities with the background of mature players who now have good “different metrics”
• Buy previously unseen media based on commonality with seen media that performs well against our new target metrics
Thursday, December 22, 11
MONEYADSTHE STRATEGY
BaseballWe might want to buy runs, but we benefit from players who get on base
Digital AdvertisingWe want to drive consumer action, but we can benefit by growing our remarketable audience
• Purchase Established Players based on different metrics – OBP vs. HR
• Target campaigns to optimize audience acquisition rather than actions, which demands a lower premium per impression
• Selectively draft College Baseball players rather than High School Players – stable statistics
• Find pockets of inventory that we know from historical data will deliver high-quality click-based audience at low cost
• Buying High School Players, look for commonalities with the background of mature players who now have good “different metrics”
• Buy previously unseen media based on commonality with seen media that performs well against our new target metrics
Thursday, December 22, 11
0
0.4
0.8
1.1
1.5
Delivery=
Spend/Budget
$0.00$0.20
$0.40$0.60
$0.80$1.00
$1.30$1.60
CPC Bid($)
2nd Price Auction Model Google KW CPC Delivery
THE “EFFICIENT FRONTIER”DISPLAY ADVERTISING - DELIVERY - WINNING MEDIA
Thursday, December 22, 11
0
0.4
0.8
1.1
1.5
Delivery=
Spend/Budget
$0.00$0.20
$0.40$0.60
$0.80$1.00
$1.30$1.60
CPC Bid($)
2nd Price Auction Model Google KW CPC Delivery
THE “EFFICIENT FRONTIER”DISPLAY ADVERTISING - DELIVERY - WINNING MEDIA
Thursday, December 22, 11
0
0.4
0.8
1.1
1.5
Delivery=
Spend/Budget
$0.00$0.20
$0.40$0.60
$0.80$1.00
$1.30$1.60
CPC Bid($)
2nd Price Auction Model Google KW CPC Delivery
THE “EFFICIENT FRONTIER”DISPLAY ADVERTISING - DELIVERY - WINNING MEDIA
Diminishing Returns
Thursday, December 22, 11
THE EFFICIENT FRONTIERDISPLAY ADVERTISING - PERFORMANCE
0
1.00
2.00
3.00
4.00
1/CPA
Perf
$0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00$4.50$5.00$5.50$6.00
Bid, CPC ($)
Thursday, December 22, 11
THE EFFICIENT FRONTIERDISPLAY ADVERTISING - PERFORMANCE
0
1.00
2.00
3.00
4.00
1/CPA
Perf
$0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00$4.50$5.00$5.50$6.00
Bid, CPC ($)
At low bids, we win low quality
impressions that have low CTR and
convert poorly
Thursday, December 22, 11
THE EFFICIENT FRONTIERDISPLAY ADVERTISING - PERFORMANCE
0
1.00
2.00
3.00
4.00
1/CPA
Perf
$0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00$4.50$5.00$5.50$6.00
Bid, CPC ($)
At low bids, we win low quality
impressions that have low CTR and
convert poorly
At high bids, we buy premium impressions that result in high
CPC and CPA
Thursday, December 22, 11
THE EFFICIENT FRONTIERDISPLAY ADVERTISING - PERFORMANCE
0
1.00
2.00
3.00
4.00
1/CPA
Perf
$0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00$4.50$5.00$5.50$6.00
Bid, CPC ($)
At low bids, we win low quality
impressions that have low CTR and
convert poorly
At high bids, we buy premium impressions that result in high
CPC and CPA
Thursday, December 22, 11
EFFICIENT FRONTIERFINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
Thursday, December 22, 11
• We use predictive models to discover statistically similar media to media not previously run
EFFICIENT FRONTIERFINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
Thursday, December 22, 11
• We use predictive models to discover statistically similar media to media not previously run
EFFICIENT FRONTIERFINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
Thursday, December 22, 11
• We use predictive models to discover statistically similar media to media not previously run
• This allows us to identify optimal combinations of media sources, budgets to apply and bidding delivery and performance curves
EFFICIENT FRONTIERFINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
Thursday, December 22, 11
• We use predictive models to discover statistically similar media to media not previously run
• This allows us to identify optimal combinations of media sources, budgets to apply and bidding delivery and performance curves
EFFICIENT FRONTIERFINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
Thursday, December 22, 11
• We use predictive models to discover statistically similar media to media not previously run
• This allows us to identify optimal combinations of media sources, budgets to apply and bidding delivery and performance curves
• At each node of the tree we have both spend, initial bid, delivery and performance models
EFFICIENT FRONTIERFINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
Thursday, December 22, 11
• We use predictive models to discover statistically similar media to media not previously run
• This allows us to identify optimal combinations of media sources, budgets to apply and bidding delivery and performance curves
• At each node of the tree we have both spend, initial bid, delivery and performance models
EFFICIENT FRONTIERFINDING POCKETS OF HIGH PERFORMANCE EVEN IN UNSEEN MEDIA
Thursday, December 22, 11
EXAMPLEADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
0
0.38
0.75
1.13
1.50
1 2 3 4 5 6 7 8 9 10 11 12 13$0
$75.00
$150.00
$225.00
$300.00
$69.15
$276.45
$165.98
$127.89
Del
iver
y=Sp
end/
Budg
et
Data Points
CPA
($)
Delivery CPA
Commonality-Based Intelligent Initial Bid
(Bid=$2.20)
Thursday, December 22, 11
EXAMPLEADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
0
0.38
0.75
1.13
1.50
1 2 3 4 5 6 7 8 9 10 11 12 13$0
$75.00
$150.00
$225.00
$300.00
$69.15
$276.45
$165.98
$127.89
Del
iver
y=Sp
end/
Budg
et
Data Points
CPA
($)
Delivery CPA
Commonality-Based Intelligent Initial Bid
(Bid=$2.20)0
0.4
0.8
1.1
1.5
Delivery=
Spend/Budget
CPC Bid($)
Thursday, December 22, 11
EXAMPLEADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
0
0.38
0.75
1.13
1.50
1 2 3 4 5 6 7 8 9 10 11 12 13$0
$75.00
$150.00
$225.00
$300.00
$69.15
$276.45
$165.98
$127.89
Del
iver
y=Sp
end/
Budg
et
Data Points
CPA
($)
Delivery CPA
Commonality-Based Intelligent Initial Bid
(Bid=$2.20)
First Bid Optimization (Optimize Delivery Bid=$3.85)
Thursday, December 22, 11
EXAMPLEADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
0
0.38
0.75
1.13
1.50
1 2 3 4 5 6 7 8 9 10 11 12 13$0
$75.00
$150.00
$225.00
$300.00
$69.15
$276.45
$165.98
$127.89
Del
iver
y=Sp
end/
Budg
et
Data Points
CPA
($)
Delivery CPA
Commonality-Based Intelligent Initial Bid
(Bid=$2.20)
First Bid Optimization (Optimize Delivery Bid=$3.85)
Thursday, December 22, 11
EXAMPLEADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
0
0.38
0.75
1.13
1.50
1 2 3 4 5 6 7 8 9 10 11 12 13$0
$75.00
$150.00
$225.00
$300.00
$69.15
$276.45
$165.98
$127.89
Del
iver
y=Sp
end/
Budg
et
Data Points
CPA
($)
Delivery CPA
Commonality-Based Intelligent Initial Bid
(Bid=$2.20)
First Bid Optimization (Optimize Delivery Bid=$3.85)
0
0.4
0.8
1.1
1.5
Delivery=
Spend/Budget
CPC Bid($)
Thursday, December 22, 11
EXAMPLEADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
0
0.38
0.75
1.13
1.50
1 2 3 4 5 6 7 8 9 10 11 12 13$0
$75.00
$150.00
$225.00
$300.00
$69.15
$276.45
$165.98
$127.89
Del
iver
y=Sp
end/
Budg
et
Data Points
CPA
($)
Delivery CPA
Commonality-Based Intelligent Initial Bid
(Bid=$2.20)
First Bid Optimization (Optimize Delivery Bid=$3.85)
0
1.50
3.00
4.50
6.00
1/CPA
Perf
Bid, CPC ($)
Thursday, December 22, 11
EXAMPLEADVERTISING EMPLOYING THE STRATEGIES
• These models are estimated dynamically and used to learn quickly
0
0.38
0.75
1.13
1.50
1 2 3 4 5 6 7 8 9 10 11 12 13$0
$75.00
$150.00
$225.00
$300.00
$69.15
$276.45
$165.98
$127.89
Del
iver
y=Sp
end/
Budg
et
Data Points
CPA
($)
Delivery CPA
Commonality-Based Intelligent Initial Bid
(Bid=$2.20)
First Bid Optimization (Optimize Delivery Bid=$3.85)
Second Bid Optimization(Optimize Performance
/Delivery Trade-Off, Bid=$2.00)
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
• Get on base!
7 ways!
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
• Get on base!
• Batter Up!
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
• Get on base!
• Batter Up!• Get on base!
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
• Get on base!
• Batter Up!• Get on base!
• Get the Slugger up!!...
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Batter Up!
• Get on base!
• Batter Up!• Get on base!
• Get the Slugger up!!...• ...and run them in! !!!
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...• ...to efficiently acquire retargetable
audience
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...• ...to efficiently acquire retargetable
audience• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer
Many ways!
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...• ...to efficiently acquire retargetable
audience• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...• ...to efficiently acquire retargetable
audience• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
• Retarget!
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...• ...to efficiently acquire retargetable
audience• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
• Retarget!• ..and convert the audience!
!!!
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...• ...to efficiently acquire retargetable
audience• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
• Retarget!• ..and convert the audience!
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...• ...to efficiently acquire retargetable
audience• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
• Retarget!• ..and convert the audience!
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...• ...to efficiently acquire retargetable
audience• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
• Retarget!• ..and convert the audience!
Targeted Campaign
Impressions
Clicks
Actions
Driving traffic through to one-time conversion.
Treat first-time and returning visitors the same
Conventional Approach
Thursday, December 22, 11
MONEYADSFROM BASEBALL TO DISPLAY ADVERTISING
• Construct the media plan...• ...to efficiently acquire retargetable
audience• Keyword Campaigns - optimized for click-
generation
• Site Targeted Campaigns - targeted to placements optimized to get clicks for advertiszer
• Look-a-like Users/Behavioral Segments
• Social Media and Search
• Retarget!• ..and convert the audience!
Driving Traffic -> Building Retargeting Pool
Retargeting established cookie pool, with message contextualized
to previous site visits, to drive conversion
Impressions
Clicks/Cookies
Actions
Broad Audience Acquisition Followed by
Retargeting
MoneyAds Approach
Thursday, December 22, 11
EXAMPLECONVENTIONAL APPROACH
Retargeting Campaign on current cookie pool
Impressions
Clicks
Actions
Site Content Campaign
eCPM:! $1.50eCPC: !$1.09eCPA:! $184.92 eCPM:! $2.92
eCPC: !$2.36eCPA:! $73.02
Thursday, December 22, 11
EXAMPLEMONEYADS APPROACH
Thursday, December 22, 11
EXAMPLEMONEYADS APPROACH
Retargeting campaign on expanded cookie pool
Impressions
Clicks/Cookies
Actions
eCPM:! $2.92eCPC: !$2.36eCPA:! $73.02Conversion Rate: 3.23%
Audience Acquisition Campaign
eCPM:! $1.50eCPC: !$1.09
Thursday, December 22, 11
EXAMPLEMONEYADS APPROACH
Retargeting campaign on expanded cookie pool
Impressions
Clicks/Cookies
Actions
eCPM:! $2.92eCPC: !$2.36eCPA:! $73.02Conversion Rate: 3.23%
Audience Acquisition Campaign
eCPM:! $1.50eCPC: !$1.09
Overall Performance
eCPA =CPCacquisition +CPCretargeting
Retargeting Conversion Rate= $106.95
Thursday, December 22, 11
TAKEAWAYS
Thursday, December 22, 11
TAKEAWAYS
Thursday, December 22, 11
1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base.
TAKEAWAYS
Thursday, December 22, 11
1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base.
TAKEAWAYS
Thursday, December 22, 11
1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base.
2 - Be measured about what you buy - buy college rather than high-school players.
TAKEAWAYS
Thursday, December 22, 11
1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base.
2 - Be measured about what you buy - buy college rather than high-school players.
TAKEAWAYS
Thursday, December 22, 11
1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base.
2 - Be measured about what you buy - buy college rather than high-school players.
3 - Diversify your talent - not everyone can afford to buy A-Rod!
TAKEAWAYS
Thursday, December 22, 11
1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base.
2 - Be measured about what you buy - buy college rather than high-school players.
3 - Diversify your talent - not everyone can afford to buy A-Rod!
TAKEAWAYS
Thursday, December 22, 11
1 - Focus on metrics that count towards a more balanced view of marketing success - value all the methods for getting on base.
2 - Be measured about what you buy - buy college rather than high-school players.
3 - Diversify your talent - not everyone can afford to buy A-Rod!
4 - You don’t need to spend a lot to be successful - use focused strategies and robust data.
TAKEAWAYS
Thursday, December 22, 11