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The New Way To Buy Display
For Shreveport-Bossier CTBAugust 25, 2010
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What We Heard
S-B understands that travelers are migrating online for travel information, so it’s logical to test online options for branding advertising previously conducted primarily through print and broadcast.
The NetSeer solution is of immediate interest for testing towards potential roll out in 2011.
Campaign goal would be to evaluate the process and resulting activity, including traffic to home page, casinos page, booking page, things to do page, newsletter sign up, etc.
Geo-target TX, LA, OK, Southern AR, Eastern MS, or thereabouts
May need some assistance with creative concepts and development
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Proposed Solution1.In test mode, use NetSeer technology to test banner ads to targeted concepts in the Google Exchange against S-B’s Web of Relevance (WOR) in geo-targeted regions, use re-targeting technology
2. Test two messages; for fall events and gaming
3. Immediate and continual optimization against matching pages, websites and creative.
4. After campaign conclusion, depending on initial budget and testing abilities, evaluate ability to shift toward CPC model (normally requires 1.5 million impressions, so we may not get that far through initial test)
+More VisitorsHigh ROIGuaranteed=
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“This is to display advertising what Google is to search”USTA ESTO Conference Observation
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The Complete Solution
Technology Technology Facilitates the Facilitates the Most Granular Most Granular
Type of Display Type of Display Buying OnlineBuying Online
World’s largest World’s largest Real-Time Real-Time Exchange Exchange (Google (Google
Exchange)Exchange)
Click-ThruClick-ThruLatent ClickLatent ClickView Thru View Thru Tracking + Tracking +
Attribution & Attribution & Re-Marketing Re-Marketing
Modeling Modeling
Geo-target Geo-target ++
BehavioralBehavioralTriggering Triggering
Compete Compete AggressivelyAggressivelyEliminate Eliminate
AmbiguityAmbiguityTarget & Target & Manage Manage IssuesIssues
Target & Target & Promote Promote
Brand Brand AttributesAttributes
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Evolution of Contextual
The Most Advanced Contextual
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CommunityBuilding
Shop Purchase
Keeps This From Happening
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Protects Against This
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How NetSeer Is Superior To Others
Contextual Ad served by
NetSeer ContextLinks
Google reads this page as appropriate to fire the banner ad on the right when this content has
nothing to do with a construction nail gun
NetSeer’s concept extractor sees the content with the
correct relevance
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How NetSeer Reads Content vs. Other Contextual
The NetSeer technology reads this
page as a travel destination site in the Middle East, sensitive content with firearms & explosives, death &
suffering.
Legacy Contextual would categorize this page as a US Locale
travel site with things to do, hotels, attractions,
as well as content about travel in France
and Florida.
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How It Works
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Optimal Ad Size Flexibility Including Rich Media and Video
336x280
160x600300x250
728x90
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70 Billionad impressions/week
14 Billionad impressions/week
211 Millionuniques/week 1 Billion
uniques/week
WOR Is Then Pushed Out To The World’s Largest Exchange In Real Time
US Reach Global Reach> Million Publishers
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Google Exchange – Sample Sites
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Optimization Starts After 500,000 Impressions + Every 3 To 5 Days Thereafter
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Case Study• Advertiser: Cirque du Soleil
• Targeting: Folks visiting Las Vegas
• Objective: Sell tickets for holiday promotion
• Execution: served ads on pages related to “going to Las Vegas” concept
• Average CTR: 0.28%
• Outcome:– NetSeer performed at the
top of the heap based on CTR and total bookings
– Cirque was very satisfied.
“We were very happy with NetSeer and look forward to working with them again.” – Cirque du Soleil
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Case Study
“I wanted some Contextually Targeted display ad placements on the plan and NetSeer provided the most compelling solution of all my options. Overall, we’re very pleased.” – Michael Koontz, VP Biz Dev, Lion New Media
• Advertiser: Seattle Cancer Care Alliance / Fred Hutchison Cancer Research Center
• Targeting: People with the types of cancer that can be treated with bone marrow transplant
• Objective: Make people with these conditions aware of Fred Hutchison as the leader for bone marrow transplant
• Outcome:- Served ads on pages related to Leukemia and Lymphoma-Perfect match to reach exactly the target audience
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Case StudyNetSeer Performance vs. Premium
• 63% lower CPC
• 60% lower CPM • 4.6 times longer on initial landing
page • 50% longer on subsequent pages
• Twice the number of unique visitors • 13% lower bounce rate
• About twice the impressions
• In half the time • 48% additional view-through visits
• Advertiser: Fairfax County, VA• Targeting: Visitors within a 23-state region • Objective: Determine performance
comparison of NetSeer versus targeted placements on premium travel site
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Ohio
Minnesota
Las Vegas
Mammoth Lakes
New Mexico
AlabamaGeorgia
North Carolina
West Virginia
Identity Guard
Body MediaEducation Dynamics
Hawaii Governor
CA Senate Wyoming
Mobi PCSHawaii
Tampa
Shreveport
Alaska
FXVA
Myrtle Beach
Michigan
Realogy
HHI
SHPS
Door County
Mississippi
Gatlinburg
Hawaii Electric
Tremendous Interest
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Reach New Visitors With A Very Granular Approach
Place tracking pixels on S-B website in all places visitors land for click and view through tracking plus for re-targeting efforts
Provide banner campaigns for two themesFall events The latest in Gaming/Casino news in S-B
Immediate and continual optimization against matching pages, sites and creative
Optimize every 3 to 5 days thereafter, based on click rate for: Matching context pagesTop performing sites Top performing creative
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Remarket to Website Visitors
Place tracking pixels on S-B website in all places visitors exit
Re-market to consumers prompting additional visits to the website and/or actions
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Sample ConceptsShreveport Bossier Concepts - General Shreveport Bossier Concepts - Gaming
City of Shreveport Louisiana Casinos
North Louisiana Horseshoe Hotel & Casino
Olde Oaks Golf Club Sam’s Town Hotel & Casino Shreveport
Northern Louisiana Diamond Jack’s Casino Resort Bossier City
Bossier City Hotels Eldorado Casino Resort shreveport
Louisiana Boardwalk Boomtown Casino Bossier City
Louisiana Hayride Harrah’s Louisiana Downs
Downtown Shreveport louisiana horse track
Bossier City louisiana racetrack & casino
Kisatchie National Forest louisiana casino & racetrack
Robinson Film Center louisiana horse racing
Red River Revel louisiana casinos
Shreveport-Bossier Area louisiana gaming
Louisiana festivals shreveport casinos
Cypress Lake shreveport gaming
Bossier Area shreveport gambling
Shreveport Hotels louisiana gambling
Shreveport Symphony bossier city gaming
Red River Shreveport louisiana downs horse racing
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Implementation (Up And Running In 15 Business Days Subject To…)
Insertion order signed and initial set up payment is received
All required tracking pixels in place and tested on the site(Guaranteed performance can’t be delivered without properly functioning pixels)
Banner creative is prepared and delivered within 10 days from start
Immediate and continual optimization against matching pages, sites and creative
Initial reporting semi-monthly and monthly after 60 days
Ad specs within the IAB allowed sizes as reflected in the spec guide
Can take rich media and video for those publishers which allow
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Pricing
•Minimum campaign - $10,000 Net
•CPM - $7.50
•Impressions - 1.333 million minimum
•Campaign will run until impressions are delivered
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For more information contact
Glenn Culver
806 866 0124
[email protected]@ebrainsinc.com
www.eBrains.com www.eBrains.Travel
©2010 eBrains, Inc.,1600 Tysons Boulevard, Suite 800, McLean, VA 22102
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