Young-Bean Song Atlas Institute IAB Mixx – New York September 22 nd, 2008 Beyond the Last Ad...
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Transcript of Young-Bean Song Atlas Institute IAB Mixx – New York September 22 nd, 2008 Beyond the Last Ad...
Young-Bean Song
Atlas Institute
IAB Mixx – New York
September 22nd, 2008
Beyond the Last AdEngagement Mapping
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Crediting ROI to Ads
The “Last Ad” Standard– Last Ad Clicked– Last Ad Viewed
The RealityCampaigns reach consumers multiple times, across multiple channels, over extended periods of time
$
$
$
$
$
SearchGoogle
BannerYahoo
Rich Media & Sponsorship MSN
BannerCNet
BannerSky Sports
$
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94%Percent of engagement touchpoints ignored by the Last Ad Standard.
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22%Percent increase of conversion rates of sponsored search clickers exposed to display ads.
All Sponsored Search Clicks
How much of Sponsored Search is Navigational?
© Microsoft. All Rights Reserved
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59.6%Branded Keywords
48.3%RepeatClicks71%
Navigational Search
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A New Model for Conversion AttributionEngagement Mapping
Frequency
ConversionAttribution
Recency
Ad Size
Rich Media
C
Daypart
Order
Targeted
Interactions
=
Week 1 Week 2 Week 3 Week 4
Beyond Concept: Real Technology, Real Answers
Last Ad Engagement MappingSite Cost Impressions Clicks Conversions CPAYahoo! $10,000 3,333,333 15,000 150 $67ESPN $10,000 1,250,000 2,500 125 $80Google $15,000 0 16,667 500 $30DrivePM $11,000 2,200,000 9,900 198 $56Totals $46,000 6,783,333 44,067 973 $47
Engagement MappingConversions CPA
173 $58119 $84400 $38282 $39973 $47
How is Engagement Mapping Actionable?
Yahoo has 15% more conversions
E-Map allows you to customize the impact of each of these variables: + Reach + Frequency + Recency + Ad Size + Ad Type + Rich Media Interactions + Multiple Click Throughs
New conversion metrics are calculated and available in MyReports
Enabling quick and easy multi-variable optimization across channels
Case Study: AlltelEngagement Mapping Beta
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What was the impact of display on Alltel’s search clickers?
56% Lift Versus
Search Only
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How did Engagement Mapping affect conversion credit across Alltel Publishers?
Search
-60%
Display
+33%
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How was engagement to Alltel’s converters credited
% Engagement (Share of Voice) Last Ad Conversion CreditE-MAP Conversion Credit
Atlas InstituteWinners and Losers in the Purchase Funnel
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Upper Funnel
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Top Funnel Sites
Bottom Funnel Sites
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Go Beyond the Last Ad
Justify budget for the entire purchase funnel
Premium CPM, Rich Media, Video and Sponsorships
Help bring offline dollars online
Digital standard for integrated measurement
Scale and integration