common mistakes that you are making in your display 130911
DESCRIPTION
A talk that I gave during Adtech London in September 2013 that describes how to do online advertising properly, some mistakes that you shouldn't make, but often do, and what type of advertising works best. For more information: http://www.crazy4media.comTRANSCRIPT
Display advertising…is it relevant to me?
• “Advertisers now question the performance of display ads more as Internet users train themselves to avoid such marketing.”
• Alistair Barr & Poornima Gupta. July 2012. Reuters.com
• “Banner Ad’s Creators Dismayed By Its Current State”.• Brian Morrissey. April 2013. Digiday.com
“Your banner ad needs to be clever…” Bill Clausen, April 2013, AT&T
Display advertising…is it relevant to me?
Common Errors
• Lacks branding
Common Errors
• Content isn’tapplicable
12 de abril de 2023 CORPORATE 6
Common Errors
• Irrelevant targeting
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Contextually relevant
Frequency capping
• Branding and results
• Post view/click pixels
• Clear call to action
High impact units
High impact units
Retargeting
Results: Bingo client, Spain, Creafi Online Media (May 2013)
Click rate (%) Conversion Rate (%)0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
2.00%
3096593 Run of network. Re-targeting
4276407 Run of channel
In-banner video
• Better branding
• Simular results
• Equivalent pricing
Navigating mobile…
• Take advantage of non-mobile optimized sites
Navigating mobile…
• Don’t advertise on a mobile optimized site with a non optimized landing page
Navigating mobile…
In Summary…
• Display = branding + results
• Play with campaigns CPM/CPC: Above the fold CPM, below the fold CPC, frequency capping on CPM, free branding on CPC .
• Simular content = better results, better branding
• Make the call to action clear
• Utilize retargeting and behavioural marketing options
• Display also includes in-banner video
• Mobile: Take advantage of non-mobile optimized sites,
Crazy4Media Group
Revenue in 2012 was more than 15.000.000€.
• Creafi Online Media: Online Display, Mobile and Video
• Froggie: Mobile Marketing
• Viyoi.tv: Video consulting firm
Our clients include:
o Microsoft
o Yahoo!
o Vivaki
o GroupM
o Ad Pepper
o Ticket Restaurant
Thank you!
Tom HorseySenior Partner, The Crazy4Media Group
[email protected]://www.linkedin.com/in/tomhorsey