roi justification in digital advertising

ROI Justification

in

Digital Advertising

Yeeyin

Innity Media

Half the money I spend on

advertising is wasted; the

trouble is I don't know

which half.

John [Nelson] Wanamaker (1838 – 1922) considered the father of modern advertising.

For The Advertiser - Where’s The Audience?

Your Audience is Fragmenting

Audiences are being divided into smaller and

smaller segments.

How do you justify your investment have been

maximized to reach the fragmented audiences?

Awareness

Favorability

Purchase

Intent

Consideration

Purchase

CPM

CPC

CPE

CPA

Purchase

Impression

Click

Engagement

Acquisition

What is your ROI?

Audience’s Response Measurement Investment

Awareness

Favorability

Purchase

Intent

Consideration

Purchase

CPM

CPC

CPE

CPA

Purchase

Impression

Click

Engagement

Acquisition

What is your ROI?

Audience’s Response Measurement Investment

What do you pay for Impression•Reach

•Frequency

•Targeting

•Optimization

Reach & Frequency

• Maximizing the reach to widest audiences

• Maintaining optimal exposure of ad

exposure

– Frequency is a major factor in achieving

effectiveness.

– Frequency capping

Reach & Frequency

Publisher Impression Visitors Frequency

Kenh 14 1,695,057 275,390 6.16

Mp3.Zing.vn 12,278,817 2,728,580 4.50

Vietboom.com 2,830,074 261,503 10.82

Nghenhac.info 1,673,276 301,325 5.55

Anhso 1,958,768 265,823 7.37

Diendanlequydon 2,022,184 239,560 8.44

22,458,176 4,072,181 6.00

Have you maximize your ROI?

Targeting & Optimization

• Precise audience targeting

– Content interest channels

– Province/Country

– Daypart

• Optimizing online ads is about matching

those ads with the users most likely to

respond.

– Deliver the relevant message at the most

relevant time.

Awareness

Favorability

Purchase

Intent

Consideration

Purchase

CPM

CPC

CPE

CPA

Purchase

Impression

Click

Engagement

Acquisition

What is your ROI?

Audience’s Response Measurement Investment

What do you pay for a clicks• Limitation as a measure of success

• Move beyond the click

Click Limitation

• Reaching 1,000 audiences x 0.2% CTR = 2

persons to website and engage with the

brand.

Reaching Audiences

Click through rate – 0.2%

Justify Beyond the Click

• Time-Based Metrics

• Brand Interaction Metrics

• Post-Click Based Metrics

Awareness

Favorability

Purchase

Intent

Consideration

Purchase

CPM

CPC

CPE

CPA

Purchase

Impression

Click

Engagement

Acquisition

What is your ROI?

Audience’s Response Measurement Investment

What do you pay for engagement• Bring forward brand experience

• Invest beyond the click

• Performance branding

Bring forward brand engagement

• Reaching 1,000 audiences x 2% CTR = 20

people engage with the brand.

Reaching Audiences

Interaction Rate: 2%

Invest beyond the click

• Time spent = Brand Interest

• Return on Brand Investment

• Driving conversion

Cost Per Engagement

• Impressions are Free.

• Reaching widest audiences at the lowest

cost.

• Pay only when user engage with the ad

unit.

Reaching the fragmented audience

Maximize your ROI

Maximizing your ROI

• Reach

• Frequency

• Targeting

• Optimization

• Limitation as a measure of success

• Move beyond the click

• Bring forward brand experience

• Invest beyond the click

• Performance branding

Thank You.

For more info, please contact:

yeeyin@innity.com