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Author: Jarosław Kaczyński

Warsaw 2010March 2011

What is an Advertiser / Agency Adserver?

What can it be used for?

gemiusDirectEffect

Campaign serving and effectiveness measurement

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An adserver is a computer server, specifically a web server, that stores advertisements used in online marketing and delivers them to website visitors.

(Wikipedia)

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How online advertising works

Publisher 2

Publisher 1

Publisher 3

Advertiser Agency

Advertiser/ Agency Adserver controlling creative displays and collecting consolidated and complete campaign statistics

Publisher 2

Publisher 1

Publisher 3

Advertiser / Agency without control on creative displays, receiving different stats from different publishers

Without Advertiser/ Agency Adserver

With Advertiser/ Agency Adserver

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The typical common functionality of an Advertiser / Agency Adserver includes:

• Acting as third-party auditing system on publishers’ performance

• Uploading advertisements, including rich media formats

• No delay when changing advertisements by publisher

• Executing media plan according to rules defined by advertisers

• Automatic tuning and optimization based on results (e.g.: click-through-rate, action-rate)

• Reporting results of an ad campaign

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Unique advantages of an Advertiser / Agency Adserver include:

• Third-party auditing of publishers’ performance

• All statistics about each publisher are available from one interface with one access

• Total campaign statistics are available for every placement (not only additive statistics but also campaign reach, number of clickers, etc.)

• Publishers can be compared based on the same statistics calculated by the same method (same for every publisher)

• Full control over creative display, creatives can be modified at any time

• Unified technical requirements for creatives (no need to prepare mutations for different publishers)

• Monitoring international ad campaigns from one interface

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Gemius ad campaign tracking -Solution

gemiusDirectEffectcampaign tracking

Main aim is to evaluate thedirect effect of the

campaign

What was the engagement of users (cookies) within the

campaign?

How did the campaign perform over consecutive

days?

Which creative formats proved effective and in what

way?

Where did the users (cookies) who were

exposed to the campaign connect from?

How did the campaign influence viewing the

target page and performing actions?

Which placements proved effective and in

what way?

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Unique advantages of gemiusDirectEffect include:

• Sequencing ads so that users can see messages in a specific order

• Automatic optimisation of ad campaigns based on performance

• Apart from cookie reach, also the real number of users (real reach) is presented

• Easy multicklick creative tracking

• Numerous ready-to-use creative templates available from the interface to display rich media

• Benchmark statistics available from gemiusDirectEffect reports (comparing performance with your own or market benchmarks)

• Major statistics (impressions, clicks) are available real-time.

• Reporting impressions, clicks, post-click & post-impression activities, and interaction metrics

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Optimize your creatives and landing pages

Get a quick overview of your campaign’s performance

Check if you spend your ad budgets effectively

Find proper media buying models for your products and services

Track the action paths and detect where your users drop out (lose interest)

Get to know who is exposed to your ad campaign and who is interacting with it

Find out about new potential target groups interested in your products/services

Learn if your campaign reached the targeted audience

Build your knowledge and adjust your future communication

Learn more about gemiusEffect

Learn how your target group perceives your brand (Pre/Post test or Control/Exposed method)

Position the brand versus its competitors

Understand how the creatives were evaluated by the internet users

Track the product’s/service’s brand awareness regularly to see branding results

BrandingEffect

ProfileEffect

DirectEffect

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Tamás Ács

gemiusDirectEffect Product ManagerE-mail: tamas.acs@gemius.comMobile: (+36 20)543 3628Skype: tamas.acs

Contact: