5 rules for effective display advertising
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5 Rules for Effective
Display Advertising
Feb 2012
Apr 10, 2023 Copyright Vizury 2011. All Rights Reserved. 2
Agenda
• About Vizury• About display advertising
1. Establish Accurate & Robust measurement system2. Use Advanced Targeting options3. Optimize Creatives by Experimentation4. Use Retargeting5. Ask for Reports and Insights
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About Vizury
• Leading personalised retargeting company in APAC, and expanding into EU
• Founded & run by a team with a strong online advertising background
• Series A funding by leading Venture Capital firms, Ojas & Inventus
• Powered by proprietary technologies for behavioral segmentation, dynamic creatives & data driven response optimization
Feb-2012
RTB RTB
RTB
RTB
RTB
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Display advertising
Sold by Hotwire to AT&T in 1994468x60
• Graphical advertising on the WWW• Appears next to content on web pages, IM applications, email, etc.
– Or as pop ups• Typically in standard sizes, expandable ads• Can include text, logos, pictures, animations, audio, interactivity, etc
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Display Value Chain
* Source: ADZ presentation at ATS Singapore 2011
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Rule 1: Establish Accurate & Robust Measurement system
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Baseline incurred & target CPA
Marketing Cost
CPM CPC CPA RPT LR
Cost Per
Thousand
Cost per
Click
Cost per
Acquisition
Revenue per
Transaction
Lifetime
Revenue =
Pro
fit
Rs 50 Rs 12 Rs 600 Rs 150 Rs 750 = Rs 150
Target CPA = Rs 400
Commission / Revenue
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Understand what works for your business
Feb-2012
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Rule 2: Use Advanced Targeting Options
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Targeting – traditional
• Issue: Not possible to pre-identify audience
• Workaround: Placement on portals with high reach or high
likelihood target audience presence
• Result: De-amplification of Voice, Dilution of Ad Spend
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Targeting – Audience
• Pre-identify relevant and high quality audience
• Message shown exactly and only to selected audience
• Result: Amplified and more effective messaging, Optimal
Returns on Spend
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Rule 3: Optimize Creatives by Experimentation
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Optimize your Creatives
• Build great creatives– Highlight your logo– Have a clear call to action– Highlight the offer– Show product snapshots where applicable– Use simple animations where applicable
• Experiment with A/B testing– Call to action messages– Layouts– Colors
• Rotate banners every month
Feb-2012
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Rule 4: Use Retargeting
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What is Retargeting?
Feb-2012
1. Visitor lands on the Furniture Village website. Researches products; but drops off.
2. Continues browsing other sites. Sees highly personalized/relevant ads of Furniture Village based on behavior.
3. Clicks on the ad and is brought back to the Furniture Village website
Visitor
Advertiser’s Website
Publisher
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Personalised Retargeting Banners
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• Typical Use Case– Visitor searched for Apple iPhone 4S on xyz.com– Drops off without buying– Personalized banner created dynamically and displayed on other sites user browses
• Performance Metrics– CTR improves by 5x and Conversion rate improves by 3x
Customized Product Names of last seen and recommended products
Customized Product Image
Recent Prices with discounts offered
Clear call to action takes user directly to transaction page
Relevant discounts/offers to drive higher conversions
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Retargeting Best Practices
Feb-2012
• Don’t Overbear or Under-serve– Daily frequency capping– Lifetime frequency capping– Day capping
• Understand your view-through window– Look at 48 hr, 15 day and 30 day view-through windows
• Have an Incredible Network Reach– Ensure you reach the user fast with optimal frequency before intent dilutes
• Selective treatment– Treat shopping cart drop offs differently– Focus more energies on high frequency visitors– Spend more on users coming from search– Have higher impression caps for tier 2 cities
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Rule 5: Ask for Reports and Insights
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View Through Report – 30 days
Feb-2012
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Banner Performance Report
Feb-2012
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Recap
1. Establish Accurate & Robust
Measurement
2. Use Advanced Targeting Options
3. Optimize Creatives by Experimentation
4. Use Retargeting
5. Ask for Reports & InsightsFeb-2012