Conversion Tracking & Online Video February All-Hands Call.

Conversion Tracking & Online Video

February All-Hands Call

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Online video ad spending in 2014 will increase an estimated 39% over 2013

“ “-eMarketer

VIDEO OPPORTUNITY

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Agenda

• Top Markets & Wins• Top Win Spotlight• Conversion Tracking 101• Success Story Contest• Video• Q&A• Housekeeping

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21Myrtle BeachSun News

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17

16

14

13

1110

23

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20Knoxville News-Sentinel

19San Diego Union-Tribune

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12

24Corpus ChristiCaller-Times

Leaderboard

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8

6

5

4

3

2

7

1

Naples Daily News

Orlando Sentinel

Los Angeles Times

Chicago Tribune

Columbus Dispatch

Madison.com

Kansas City Star Las Vegas Review-Journal

Ventura County Star

Edmonton Journal

St. Louis Post Dispatch

Vancouver Sun

Toledo Blade

Hartford Courant

Allentown Morning Call

Tampa Bay Online

Leader Post

Fresno Bee

The Virginian Pilot

The Star Phoenix

OnMilwaukee

Top New Wins | January

$180,000

Estimated Retail$72,000Estimated Retail

$52,000Estimated Retail



Naples Daily News

OnMilwaukee.com

OnMilwaukee.com

Los Angeles Times

Hartford Courant

• Increase product awareness across 14 markets in 6 states!

• New product launch in 13 markets

• Increase in-store sales of product

• Increase site traffic

• Only focus impressions to customers who are near a retail location

• Original RFP was for $90k and only included Category Targeting.

• Upsell to include mobile around retail locations doubled the campaign revenue!!

• Working with Hyper-local mobile partner to enable dynamic creative based on which retail store the customer is closest to.

Retail/CPG$180,000

CLIENT OBJECTIVES:

IMPRESSION ALLOCATION:

BACKGROUND:

Big Win Spotlight

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Hyper-local Mobile – 50%

Category Targeting – 50%

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Agenda


Diana Harr is

Channel Sales Manager Southeast

Conversion Tracking 101

Conversion tracking is another metric available beyond the CTR, to show how a campaign is performing, as well as a general path a consumer takes on an

advertiser’s site. With conversion tracking, we can track general data

(homepage hits) or specific data (form completions, email sign ups or even

purchases).

What is Conversion Tracking?

Con ve rs i o n Trac k in g 10 1


Sales tags are used to provide revenue

data, but can record a number of

additional variables including quantity,

order ID, product ID and product

information

The sales tag can track one of two

options:

Transactions: Only the actual buy

is recorded

Number of Items in Shopping

Cart: The number of items purchased is

recorded

Types of Conversion TagsSales Tags

Sales Tag Example

Conversion Tracking 101Conversion Pixel Here


Counter tags count the actions, for

example: number of times the page was

visited, a button clicked, etc.

Two counter conversion metrics:

Post Click: Gives you insight as to whether

or not the consumer completed your

objective once they went to the site. Did they

submit a request for more info? Did they

download a coupon? Did they make a purchase?

Post Impression: Gives us is post impression

page views. This happens when someone is

exposed to the ad but does not click on it; if they

later end up on the advertiser’s pixeled web page, a

post impression conversion is countedCon ve rs i o n Trac k in g 10 1

Types of Conversion TagsCounter Tags

Counter Tag – Post Click Example

Convers ion Track ing 101

Conversion Pixel Here

Counter Tag – Post Impression Example

Convers ion Track ing 101

Conversion Pixel On Homepage


To serve the campaign through

DART

Partner must have the ability to

modify the advertiser’s website

We need to know the URL each

pixel will be placed on and whether

or not the page is secure (https://)

What do WE need to Execute?Conversion Tracking 101

When to Offer Conversion Tracking through Centro

Always check with Centro, BEFORE offering conversion

tracking to your client

If your client meets the Tier 1 PLA (Planning level

agreement) they could be a candidate for conversion

tracking. Any campaigns over $50k retail and no less

than $5k per month

On the needs assessment form you submit to Centro,

please indicate any specific success metrics they

would like to evaluate and our team will determine if

they are a good fit for conversion tracking

One tracking pixel will be provided per campaignCon ve rs i o n Trac k in g 10 1

Best Practices

While conversion tracking can be set up at any point during a

campaign, it is best to have it set up at the beginning (before launch)

so that the conversion data matches impression/click data

Conversion pixel should only be placed on one page or one button

Be sure to inform Centro once the pixel is live so that we can confirm

it is tracking properly

We recommend you always include the Homepage as this is where

most people will land when searching for the company or typing the

address into their browser (post Impression conversions)

Don’t conversion track the campaign landing page because the click

data will tell you how many people clicked on the ad and went to the

landing page


Agenda

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• Contest Dates: • March – May

• Prizes: • Valid Submission• Featured on an All-

Hands• Grand Prize

Drawing!

• Contest Details later this week!!

SUCCESS STORY CONTEST!

Agenda

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HDTV

DVD Player

PC with

Intern

et

Smart

phoneDVR

Game Conso

leTab

let

Internet E

nabled TV*

0%10%20%30%40%50%60%70%80%90%

100%

20112013

OWNERSHIP OF DEVICES IS SKYROCKETING

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PERCENTAGE OF TV HOMES WHO OWN VIDEO-ENABLED DEVICES

Source: Nielsen, September 2013; Internet Enabled TVs not measured in 2011

+21%

+24%

+16%

2012 2013 2014 2015 2016

171.6182.5 190.6 196.6 201.0

63.774.4

88.7100.1

109.6

ONLINE VIDEO (OLV) VIEWERSHIP GROWING

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CONSISTENT YEAR OVER YEAR GROWTH IN ONLINE VIDEO AND MOBILE VIDEO VIEWERS

Source: eMarketer, March 2013

54.7%57.7%

59.8%61.2%

62.1%

US Digital Video Viewers (millions)

20.3%23.5%

27.8%31.2%

33.8%

INCREASING VIDEO CONSUMPTION EVERYWHERE

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MONTHLY TIME SPENT VIEWING VIDEO; % INCREASE Q2’11 – Q2’13

Source: Nielsen Cross Platform Reports Q2 2012, Q2 2013

TV DVR Online Mobile Phone

+0.2%

+19.8%

+45.9%

+19.4%

OLV VIEWERSHIP GROWING AMONG TV USERS TOO

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LIGHTEST TV VIEWERS WATCH TWICE AS MUCH ONLINE VIDEO AS HEAVIEST TV VIEWERS

Source: Nielsen & IAB Online Video Study, Feb 2013

THE IMPACT OF ONLINE VIDEO

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TV & ONLINE TOGETHER – LIFT BRAND EQUITY METRICS BETTER THAN TV ALONE


The impact of Online Video

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WHAT IS THE APPROPRIATE MIX OF VIDEO WITHIN A TELEVISION BUY?


15 VS. 30 SECOND VIDEO ADS

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Advertisers tend to run a mix of :15s and :30s in OLV, comparable to TV buys

While :15s often garner stronger completion rates, :30s tend to deliver higher CTR, so it’s best to run both (if applicable) and optimize toward your desired KPI

48%50%

2%

0.65% CTR

74% VCR

79% VCR

0.80% CTR

:15 :30

Sources: VINDICO Year-in-Review 2012*Please note that data refers to average video performance and is not intended as a guarantee of in-market performance

2014 VIDEO PERFORMANCE

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Beauty, Perso

nal Care &

Medica

l

Education

Entertainment

Automotive & Transp

ort

Misc. P

roducts

& Service

s

Home & Build

ing Services

Power Companies

Financial

Retail

Real Esta

te 0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

VIDEO EVERYWHERE

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Desktop/Laptop TabletMobile

EXECUTE SEAMLESS CROSS-PLATFORM VIDEO CAMPAIGNS - WHENEVER, WHEREVER, HOWEVER

Rate Card Off The Rate Card

(RFP)

Agenda

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Basics SessionFebruary 20th @ 11am CST

Advanced Session-Multi-Platform Media SellingFebruary 20th @ 11:30am CST

“digitalninja” Centro offices will be closed Monday, February 17th in observance of the President’s Day holiday

When: Thursday, April 10th

Where: University of Chicago Gleacher CenterChicago, IL

TRAINING THURSDAY LIBRARY PASSWORD

PRESIDENT’S DAY

DIGITAL SALES ACADEMY

HOUSEKEEPING

Conversion Tracking & Online Video February All-Hands Call.

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