lvima1 2007-static
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Thanks LVIMA and Shawn Rorick for the wonderful event.Here is a copy of the presentation. Feel free to link to it (although the animation online doesn’t work.) If you would like me to email a file, please leave me a comment with your name, email, and company in the comments section of this post.Comments always appreciatedTRANSCRIPT
Beyond the Last Ad
Harrison MagunSenior Director, Advertiser Tools and Technologies
Atlas Advertiser & Microsoft
* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file
* This is an unanimated version. Please leave comment on digitalCMO.com with name, company, and email for original file
The “Last Ad” Standard– Last Ad Clicked– Last Ad Viewed
The RealityCampaigns reach consumers multiple times, across multiple channels, over extended periods of time
$
$
$
$
$
SearchGoogle
BannerYahoo
Rich Media & Sponsorship MSN
BannerCNet
BannerSky Sports
Email campaign
$
Crediting ROI to Ads
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94%Percent of engagement touchpoints ignored by the Last Ad Standard.
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Yahoo
MSN
Cnet
DrivePMAd.com
Yahoo
MSN
CNet
Ad.comMicrosoft Media Network
Duplication
Microsoft Advertising Institute:
1/3 reach of a campaign is to users across multiple sites
2/3 of converters come from users reached across sites
Frequency of overlapped consumers is 4 times greater
The Reality of Cross-Site Duplication
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Search + Display Synergy
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How Much of Sponsored Search is Navigational?
59.6%Branded Keywords
48.3%RepeatClicks
71%Navigational Search
All Sponsored Search Clicks
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The Long Road to Conversion
0.976562500000001
1.953125
3.90625
7.8125
15.625
31.25
62.5
125
Median Total Ad Events byTotal Days of History
Day
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efo
re C
on
vers
ion
60
90
30
21
14
7
2
1
16.7
18.5
13.8
12.3
10.7
8.4
5.5
2.2
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mu
lativ
e F
req
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cy
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The Digital Purchase Funnel
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A Better Model for ROI Attribution
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A New Model for Conversion Attribution
Frequency
ConversionAttribution
Recency
Ad Size
Rich Media
C
Daypart
Order
Targeted
Interactions
=
Week 1 Week 2 Week 3 Week 4
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Short windows = Shortsighted ROI
$Sale
SearchIn-StreamVideo
SocialMedia
Portal
75% of View Conversion Windows are Less than 14 Days
Month 1 Month 2 Month 3
94% more data beyond the last ad.
Need Ideas?• Insist on holistic data management• Be brave about moving from the last click• …but don’t lose yourself in terabytes of red herrings• Take small steps…then evaluate decisions• Be leaders in your organizations
Thank You!
Questions?
Harrison MagunDirector, Advertiser Tools and Technologies
[email protected]: digitalCMO.com
* check here for copy of presentation