chango webinar: exposing display media measurement april 2013
TRANSCRIPT
MINI-WEBINAR Exposing display media measurement APRIL 24TH 2013
DAX HAMMAN Chief Strategy Officer, Founding Team [email protected] / @daxthink
…because you can't make smart decisions without
the right data!
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Marketers use Chango because we consistently & professionally solve their digital needs
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FULLY MANAGED SOLUTIONS
We help you prospect for new customers and convert existing site visitors
1. SEARCH RETARGETING 2. LOOK-A-LIKE TARGETING
PROSPECT for new customers
CONVERT more site visitors
3. PROGRAMMATIC SITE RETARGETING
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FIRST, THE BASICS
Post-click versus post-impression
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90%
90% of all display conversions will occur
from ‘view-thru’
Only 10% from post-click
10%
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ARGUMENTS AGAINST VIEW-THRU
The wrong tracking window
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ARGUMENTS AGAINST VIEW-THRU
Cookie-stuffing & fraud
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ARGUMENTS FOR VIEW-THRU
A nod to traditional advertising
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ARGUMENTS FOR VIEW-THRU
Look at the ‘DNA’ of responders
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We know advertising works, so clearly 0% is misleading.
But I concede that 100% is
an arrogant claim.
(Google “daxthink winston churchill”)
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THE MEASUREMENT METHODOLOGY
The PSA A/B split test
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Prospecting for new customers
27% Site retargeting existing prospects
13% Site retargeting existing customers
8%
VIEW-THRU EXAMPLES
Large, well-known brand retailer
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Prospecting for new customers
93% Site retargeting existing prospects
70% Site retargeting existing customers
24%
VIEW-THRU EXAMPLES
Small, unknown travel brand
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Site Retargeting is fundamentally broken
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http://bit.ly/daxthink_imedia5
#learn: chango.com/resources
For more information visit
chango.com
DAX HAMMAN Chief Strategy Officer, Founding Team
[email protected] / @daxthink
VIEW_THROUGH ATTRIBUTION EXPOSED The arguments for and against view-through, laid bare, including stories from real marketers.