20080415 slides e map advertisers
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Atlas Instit teBe ond the Last Ad Atlas InstituteYoung-Bean Song
Beyond the Last AdEngagement Mapping
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Crediting Conversions to AdsThe “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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Cross Channel Synergy
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Impact of reaching users across search and display
Conversion Rate Comparison
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Cross Site Duplication
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The Reality of Cross Site Duplication
Site B’s Exclusive Reach
Total Campaign Reached
Site A’s Exclusive Reach
B
A
COverlapped Reach
Atlas Institute• 1/3 reach of a campaign is to
users across multiple sites
Site C’s Exclusive ReachE
D• 2/3 of converters come from
users reached across sites• Frequency of overlapped
consumers is 4 times greater
Site E’s Exclusive Reach
Site D’s Exclusive Reach
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Navigational Search
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Sponsored Search Ads Mostly Navigational
Non-Branded Branded Total
First Click 29.0% 22.7% 51.7%22.7%
Repeat Click 11.4% 36.9% 48.3%36.9% 48.3%11.4%
Total 40.4% 59.6% 100.0%59.6%
71% of Sponsored Search Clicks are Navigational
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Engagement Mapping
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Sophisticated Engagement ModelingCon ersion Attrib tionConversion Attribution
Week 1 Week 2 Week 3 Week 4
C
Frequency
ConversionAttribution
Recency
Ad Size
Daypart
Order
Targeted=Attribution Ad Size
Rich Media
Targeted
Interactions
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Understanding Engagement Mapping
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How is Engagement Mapping Actionable?
Yahoo has 15% more conversions
Last AdSite Cost Impressions Clicks Conversions CPAYahoo! $10,000 3,333,333 15,000 150 $67ESPN $10 000 1 250 000 2 500 125 $80
Engagement MappingConversions CPA
173 $58119 $84ESPN $10,000 1,250,000 2,500 125 $80
Google $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
119 $84400 $38282 $39973 $47
E-Map allows you to customize the impact of each of these variables:+ Reach+ Frequency
New conversion metrics are calculated and available in MyReports
+ Recency+ Ad Size+ Ad Type+ Rich Media Interactions+ Multiple Click Throughs
Enabling quick and easy multi-variable optimization across channels
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+ Multiple Click Throughs
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Engagement Mapping Agency/Advertiser Benefits
• Brings strategy back to the business– It’s not all about search anymorey– Frequency matters– Promotes integrated media planning– Longer consideration windowsg
• No additional cost or workflow• New accountability for CPC/CPA deals beyond de-
d li tiduplication• Help bring offline dollars online• Better reporting not raw logs• Better reporting, not raw logs
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