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Welcome to the Aegis Media/ MSA Digital Academy

Welcome to the Aegis Media/ MSA Digital Academy. Action Tags & Targeting Katie Atkinson & Chris Kemp. Action Tags & Targeting Understanding the nuts and bolts of ad serving as it relates to the efficient use of targeting Katie Atkinson & Chris Kemp June 28, 2011.

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Welcome to the Aegis Media/ MSA Digital Academy

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  1. Welcome to the Aegis Media/ MSA Digital Academy

  2. Action Tags & Targeting Katie Atkinson & Chris Kemp

  3. Action Tags & Targeting • Understanding the nuts and bolts of ad serving as it relates to the efficient use of targeting • Katie Atkinson & Chris Kemp • June 28, 2011

  4. Fundamentals of Adserving 1. User types site URL into browser e.g. www.msn.ca Publisher Web Server 2. The publisher server sends back some HTML code which is translated by the browser into a webpage 4. User sees the webpage and the ad at the same time 3. The HTML code contains an ad tag which calls the ad from the advertiser adserver (e.g. Doubleclick), which sends the ad to the user as part of the webpage ad Advertiser Ad Server

  5. Beyond the Click • Adservers provide us with a wealth of information • Total/Unique Impressions (by day part) • Total/Unique Clicks (by day part) • CTR • Unique Users & Frequency • All info is split per site/placement/creative • However 84% of the online audience do not click on any ad in a given month and CTRs are falling further • There are now 50% fewer clickers than in July 2007 • Additionally 75% of all onsite conversions caused through display advertising happen after a time delay, not through a direct click

  6. Unlocking On-Site Conversions • Action tags can provide information on the number of conversions (e.g. site arrivals, sales, competition entries, email sign ups, test drive registrations etc) and the amount of revenue that was delivered per site, section, format and creative • Post Click Conversion • Viewer clicks on the ad and then converts on the advertisers site • Post Impression Conversion • Viewer sees the banner ad but doesn’t act upon it immediately. Instead the viewer returns at a later date to complete the required action • All actions are measured within the standard cookie window (usually 30 days but can be refined dependent on the product and purchase cycle) • This technique can also be used for search to optimize conversions by keyword and adtext

  7. Implementing Action Tags is Simple THIS PROCESS WILL NOT HARM THE CLIENT’S SITE

  8. Supplier Pixels vs. Action Tags • Individual supplier pixels can be implemented on a client’s site in the same way as action tags • These will allow the supplier (e.g. Microsoft) to optimize to on-site conversion across their specific property • However by implementing adserver action tags, we can host different supplier pixels in one tag • Minimizing disruption to the client’s site, as pixels can be uploaded through the adserver (rather than directly onto the site) • Allowing us to dedupe sales and conversions across different suppliers

  9. “I know half the money I spend on advertising is wasted, but I can never find out which half.” John Wanamaker, Merchant 1838-1922

  10. Audience Targeting Make your display advertisingwork harder – and deliver more • Eliminate waste! • Improve the performance and effectiveness of your campaigns, buying only the audience you want • Reach specific audiences who want to hear your message

  11. Finding Your Audience Start with where you know they are Find users based on budget Target bargain hunters Target users by destination Find vacation planners

  12. Finding Your Audience Beyond Your Website Promotional Pages Loyalists & Fans Ads • Custom Landing Page • Promotional Pages • Branded Entertainment sites • Brand Enthusiasts • Disney Blog • Facebook Fans • Twitter Followers • Loyalists • Marketing Emails • Account Members • High Impact Ad Executions • MSN Homepage • Hotmail Takeovers • “viewers” / “clickers”

  13. CreativeRemessaging Boost your campaign’s frequency or reach Ad Runs Add Boost Why Boost? • Increase frequency against a unique audience • Follow up with secondary messaging • Eliminate waste and improve effectiveness FrequencyBoost Reconnect with people who have seen your ad • Extend unique reach • Perfect for time-sensitive messages • Eliminate waste and improve effectiveness Reach people who have NOT seen your ad Reach Boost Ad runs on premium MSN property

  14. MICROSOFT MEDIA NETWORK INVENTORY Advanced Targeting Solutions Your AUDIENCE DATA … and many more Our data • Profile • Behavioral • Category • Remessaging • Custom Your data How do you go from audience to the right audience?

  15. The Future of Data & Targeting

  16. Closing & Takeaways AdServingIf you’re not using it properly, you could be missing valuable insights Your data = Gold Take full advantage of the audience you encounter and the data you are capturing Win – Win! The combination of your audience data, third party data and targeting results in greater efficiency for advertisers and more relevance for consumers

  17. Thank you! Katie Atkinson - Katie.Atkinson@aemedia.com Chris Kemp – chrik@microsoft.com

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