measuring multi channel visitor engagement

Display + Search:

“We’re Engaged!”

March 24th, 2009

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How In Love Is The Couple?

“Display And Search - Perfect Together”- Adotas.com

“Display Boosts Search Performance”- PamojaMedia.com

“Display Ads Drive Searches”- Clickz.com

“Banner Ads Not Dying, Just Misunderstood”- Blog.Wired.com

“Display Ads Plus Search, Lift Conversions 22%”- MediaBuyerPlanner.com

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Engagement Insights

* Specific Media Study

Display Advertising Lift on Search Activity*

Advertiser Category Search (Brand & Segment)

Automotive

CPG

Health

News & Media

Personal Finance

Property & Real Estate

Retail

Travel & Tourism

Average Lift

144%

22%

260%

144%

206%

125%

69%

274%

155%

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How Does Yahoo! Measure Engagement?

To measure the effect of visitors who engage with display ads and then engage with search ads, Yahoo! provides the Assist metric within its Yahoo! Search Analytics reports.

An Assist measures the total number of times that one clicked ad contributed to the conversion of another clicked ad.

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Assisted Engagement Example

A visitor clicks on a Lakers banner ad searching for tickets, but they do not make a purchase.

10 days later, the same visitor searches on Yahoo! for the term “lakers tickets”. They click on the PPC ad, reach the Lakers.com web site, and purchase tickets.

The Result: The Lakers display banner will be attributed with an Assist while the search term “lakers tickets” will be attributed with the Conversion

1

2

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How Engaged Are These Visitors?

Display Leads-to-Conversion Rate: 3/125 = 2.4%

Display Leads-to-Conversion + Assist Rate: 28/125 = 22.4%

Which % would you rather use to optimize your display ad budget?

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Real World Assisted Engagement

.

Kobe Bryant scores 20 points (10 conversions)

Derek Fisher scores 2 points (1 conversion)

Based on conversion performance alone, who will the coach bench in the next game? Derek Fisher.

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Real World Assisted Engagement

Kobe Bryant scores 20 points (10 conversions)

Derek Fisher scores 2 points (1 conversion) + 12 Assists (leading to 24 additional team points)

With Assist data in hand, now does the coach bench Derek Fisher? No, because he’s too valuable to the team.

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Steve Nash Engages His Teammates • 2004 - 2005 NBA MVP

• 2005 - 2006 NBA MVP

• NBA’s 10th All Time Assist Leader

• 7,320 NBA Assists

• SCU Assists Leader All Time

Steve Nash won the NBA Most Valuable Player awards not because he was a great scorer/converter, but because he was a great assist man.

He’s valuable because he helps his team convert.

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Engagement Conclusion

Visitors who engage with display later engage with search.

Assists will change the way you optimize your online ad budgets.

The studies are out there, but better measurement of ad engagement needs to take place.

Just because an ad does not convert well on it’s own, it doesn’t mean that it’s not valuable.

Thank you. Questions?