display case study
TRANSCRIPT
© 2011 Outrider North America LLC. All Rights Reserved.
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The Benefits of Concurrent Display and SearchPresented by:Katelyn Taylor, Account Manager
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Agenda
CASE STUDY METHODOLOGY & RESULTS
KEY TAKEAWAYS
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METHODOLOGYregional display test
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How we approached the branding challenge
What we ran
• Showed both text and image display ads• Contextual targeting and managed placements• Used heavily branded messaging without urgency in CTA
Where we ran
• Ran in one geographic market with distinct buying behaviour
Time period• Ran over two months late in 2010
Other consideratio
ns
• No other media activity in market during the test• Market is highly seasonal, so in some cases, YoY comparisons are more effective
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RESULTSregional display test
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Display Campaign Achieved Strong Results
30 Aug 2010
06 Sep 2010
13 Sep 2010
20 Sep 2010
27 Sep 2010
04 Oct 2010
11 Oct 2010
18 Oct 2010
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
$- $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90
ImpressionsCPM
The goal of the display campaign was to build brand awareness for [Client] in [Region] by displaying a large number of impressions to targeted users at a low CPM (cost per thousand impressions).
XX,XXX,XXX impressions were delivered at a CPM of $X.XX over the course of two months.
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
Week 7
Week 8
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Display: Effective for Brand Building
Pre-Display
• Brand searches totaled XXX for the two months prior
During Display
• Brand searches increased to XXXX for the two month display campaign, up 1340%
Post-Display
• In the two months after the display campaign, brand searches totaled XXXX, the equivalent of a 760% increase over baseline
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Display: Bottom Line ResultsCo
mpa
red
to
year
prio
r • The number of conversions generated from branded keywords increased 72% during the period of the campaign. • This compares to a 4% lift during the same period the previous year.
• These conversions have a significantly lower CPA than non-branded conversions due to lower CPCs and higher conversion rates.
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KEY TAKEAWAYSdisplay + paid search
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Display can work without other media support
Brand building effects are residual
A stronger brand can be tied directly to stronger
direct response revenues
