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Navigating Digital Advertising in 2009: Changing Perceptions for Better ROI

Explore the evolving landscape of digital advertising in 2009, challenging the conventional Last Ad Standard and emphasizing the importance of understanding consumer perceptions and behavior for improved ROI attribution. Learn about innovative models for conversion attribution, engagement mapping, and maximizing advertising impact across various channels.

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Navigating Digital Advertising in 2009: Changing Perceptions for Better ROI

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  1. The World is Round: Navigating Digital Advertising in 2009 Esco Strong July 23rd, 2009

  2. Creatures of Perception

  3. The World is Flat

  4. Perceptions Can Be Changed

  5. Perceptions of Others

  6. Advertising is About Perceptions

  7. How Do We Perceive Digital Advertising in 2009?

  8. Crediting ROI to Ads • The “Last Ad” Standard • Last Ad Clicked • Last Ad Viewed • The Reality • Campaigns reach consumers multiple times, across multiple channels, over extended periods of time Banner Yahoo Rich Media & Sponsorship MSN Banner CNet Banner Sky Sports Search Google $ $ $ $ $ $

  9. 94 % Percent of engagement touchpoints ignored by the Last Ad Standard.

  10. % 22 Percent increase of conversion rates of sponsored search clickers exposed to display ads.

  11. How Much of Sponsored Search is Navigational? 48.3% Repeat Clicks All Sponsored Search Clicks 71% Navigational Search 59.6% Branded Keywords

  12. The Long Road to Conversion 18.5 90 16.7 60 30 13.8 Cumulative Frequency 21 12.3 14 10.7 7 8.4 2 5.5 1 2.2

  13. The Digital Purchase Funnel

  14. A Better Model for ROI Attribution

  15. Daypart Order Targeted Interactions A New Model for Conversion Attribution Week 1 Week 2 Week 3 Week 4 C Frequency Recency Conversion Attribution = Ad Size Rich Media

  16. Short windows = Shortsighted ROI 94% more data beyond the last ad. 75% of View Conversion Windows are Less than 14 Days Month 1 Month 2 Month 3 $ Sale Social Media In-Stream Video Portal Search

  17. Case Study: Alltel Engagement Mapping Beta

  18. What Was the Impact of Display on Alltel’s Search Clickers? 56% Lift Versus Search Only

  19. How did EMap Affect Credit Across the Top Publishers? Search -60% Display +33%

  20. How Was Engagement to Alltel’s Converters Credited? • % Engagement (Share of Voice) E-MAP Conversion Credit Last Ad Conversion Credit

  21. How Can We Make Our World Round? • Track consumer entire experience across channels • Third party ad-serve all channels • Purchase Funnel Analysis • Quantify and optimize the value beyond the last ad • Search/Display Synergy Analysis • Engagement Mapping Reporting • Lengthen conversion windows to leverage more consumer history • Action Tag Settings

  22. Gracias… ¿Preguntas? Para masinformación: atlassolutions.com/emap escos@microsoft.com

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