HOW TO BETTER MEASURE AND OPTIMIZE DISPLAY MEDIA?

Prepared for eCMO Conference June 2010

INTRODUCTION

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

International Presence: London (HQ) + 13 offices in Europe, India and Asia

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 options!

Our goal is to deliver Reach, Quality and Results for advertisers and agencies

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

DISPLAY ADVERTISING 2.0

Case 1: Trade show client

Campaign Objective: • Create Awareness and brand building

for the show• Encourage online registration• Increase traffic to the show

•Date/ time

•Position (publisher/ session)

•Price•Creativ

e

Media Buy

CAMPAIGN LIVE

TRADITIONAL LINEAR CAMPAIGN PLANNING MEASUREMENT PROCESS

After 2 weeks

Evaluate, Measure, Learn

Post Campaign Report

Media Buy(Pay-per-Visit)

Campaign live

Evaluating,Measuring,

learning

•Date/ time

•Position (publisher/ session)

•Price

•Creative

•CPA Target

Real-time

Learning&

Feed-back to Media Buy

REAL-TIME OPTIMIZATION

REAL TIME OPTIMIZATION & RE-TARGETING

Thank you for

registration

Landing page Registration page

Thank you page

Optimize Against Thank you page

Re-target Drop off users

Build Segment (who had been to landing

page)

HTTPOOL network

Registration Flow

Pay-per-Visit Model Guarantee Traffic to the site, no risk -> 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

BENEFITS TO CLIENT

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

HOW TO DO A SUCCESSFUL CPA CAMPAIGN

MEASUREMENT OF DISPLAY MEDIA

•Impressions Delivered (Reach)•No. of Clicks generated (CTR)

•Sales

Case 2: Beauty Centre client

Campaign Objective: • Create Awareness and brand building

• Drive Traffic to the website• Call the centre for treatment

LAST-AD MODELIN TRADITION – CREDITING CONVERSIONS TO LAST AD

Ignores 93%-95% audience engagement

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

SYNERGY OF SEARCH & DISPLAY = BRAND AWARENESS + LIFT IN CONVERSION + HIGHER ROI

Sources: AdReady (September 2009)

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

MEDIA BEHAVIOR VS. PURCHASE FUNNEL (AIDA)

Sources: Microsoft Atlas

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

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

Sources: OPA (Online Publishers Association ) and Comscore

HTTPOOL PAY-PER-VISIT NETWORK

PAID CLICKS

FREE EXPOSURE

Tracking: Click Conversion VS. View Conversion

Brand Exposure and AwarenessImpressions toward relevant audiences (CTR would be

good indicator)Reach and Frequency

Site EngagementUnique visitors and bounce rate Time spend and average page view

Performance ImprovementLift in brand searches, search engine click-thru rates,

direct visits and online/offline purchasing

MORE METRICS TO EVALUATE PERFORMANCE OF DISPLAY ADS

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%

Increase Search CTR by over 50%

Increased sales by nearly 30%

BENEFITS TO CLIENT

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

DISPLAY ADVERTISING 2.0

QUESTIONS?

THANK YOU!