The Great Online Display

Advertising Guide

Or, How Did That Ad Get There?

Paul Mosenson, NuSpark Marketing

August 2014

About Paul Mosenson

Digital Media Strategist and Planner/Buyer
30-year advertising experience; last corporate position as Media
Director at renowned Delaware ad agency
Currently is President of NuSpark Marketing; a digital lead
generation firm since 2008 servicing clients around the world.
Paul has been managing digital campaigns for 15 years successfully,
covering a mix of B2B and B2C clients
Paul is fluent in paid search, display, social media, conversion rate,
SEO, and content marketing
Previous eBooks cover SEO, paid search, content strategy, lead
generation optimization, marketing automation, and more.

What I Cover

Stating the case for display advertising

The display landscape; how ads are served
Those abbreviations; DSP, DMP, SSP, RTB, and Programmatic
buying
Campaign planning and KPIs to measure
Targeting strategies and retargeting
Pricing, ad units, and buying display
After the buy; tags, cookies, and pixels
Mobile web and Mobile app campaigns
Campaign optimization
Google Display Network Tour
B2B Display topics; Lead nurturing, Native, LinkedIn
Measuring Display; View-Through, Attribution, Multi-channel
funnels

Why Display Advertising

STATING THE CASE

Display is Media

Its not about clicks

Its about delivering a large number of
impressions to the right audience so that the
audience becomes familiar with a brand that
could lead to conversions. (Display is media)

Display boosts other online campaigns

Display creates awareness and interest; other
mediums such as organic and paid search may
drive more last click conversions, but those
conversions can be influenced by the power
of display

Media Strategy 101

Any comprehensive media strategy works

best when targeted channels work
together rather than used independently.
Combining display with search is no
exception
Recent display usage studies and effect on other channels

More Supportive Display Research

A 2013 Harvard Business School study found that display advertising significantly increases
search conversions. According to HBS, Both search and display adsexhibit significant
dynamics that improve their effectiveness and ROI over time. In addition, we find that
each $1 invested in display and search leads to a return of $1.24 for display and $1.75 for
search ads
A study by comScore showed that the combination of search and online ads results in a
sales lift of 119%.
An iProspect study revealed that people initially respond to online display ads as follows:

31% respond by directly clicking on an ad

27% respond by searching for the product, brand, or company by launching a search on a search
engine
21% respond by typing the company Web address into their browser and directly navigating to the
website, and
9% respond by investigating the product, brand, or company through social media venues
Overall, 52% of Internet users actively respond IN SOME WAY to online display advertising

The study also found that one third of users who respond to online display advertising
eventually purchase from the company, and that thirty-eight percent of users who respond
to online display advertising learn about a brand for the first time as a result of their
exposure to such an ad.

The Lift Effect of Display Advertising

The research by comScore also indicates that display advertising has an effect on user behavior
even at low CTR. In the research, which included 139 display campaigns from seven verticals,
comScore recorded substantial effects on traffic, sales and branding despite low CTR. The
campaigns yielded a 46 percent lift in advertiser website visits over a four week period. During
the same period, exposed users were 38 percent more likely to conduct an advertiser-related
branded-keyword search, and 27 percent more likely to make a purchase online.

Additional Benefits of Display; Direct

Response and Branding Studies

CONVINCED?

Marketers are Listening

63% of marketers will increase their budget for online branding,
with one in five saying the jump will be 20% or more
48% will be shifting dollars from TV to online ads
61% will be shifting from online direct response to online branding
70% will be increasing spending for social media and mobile
60% of ad sellers say more of their revenue this year will come
from online branding
89% of sellers predict an increase in online branding spending, with
almost a third saying the increase will be more than 30%

2013 Online Advertising Report: CMO Council and Vizu Study

All Digital Tactics Will Increase Spend,

Including Display

How Ads Are Served To Your Browser

A TOUR OF THE
ONLINE DISPLAY
ECOSYSTEM

Welcome to the tour. Here I explain how

the ads you see on websites are served to
you, and at the same time explain the role
of those acronyms you may have read about,
like DSPs and DMPs. Lets get started!

It starts with you: the website

youre on via your browser

Your browser points to a Web publisher and communicates via a publisher Web server. The
publisher Web server responds back to the browser with an HTML file.
In the HTML file is a pointer back to the publisher ad server. The browser calls the ad
server looking for an ad. The ad server responds with the ad's file location. In this case, the
file is sitting on a content delivery network (CDN).
The browser calls out to the CDN requesting the specific file containing the ad's creative
content (JPG, GIF, Flash, etc.). The CDN sends the file back to the browser.

If the ads arent in the publisher ad server (meaning ad are

bought from the publisher directly), they may be stored within an
ad agency server or an ad network server

Instead of the publisher ad server pointing toward its own CDN, the ad server
delivers a secondary ad tag, a simple piece of HTML that points toward the agency
ad server.
The browser calls the agency ad server, which returns the final location of the
creative in its own CDN.
The browser calls to the agency ad server CDN requesting the specific file with
the ad's creative content (JPG, GIF, Flash, etc.). The CDN sends the file back to the
browser.

Definition:
Ad Networks
Ad networks connect advertisers to publishers.
They aggregate ad inventory and offer it to
advertisers.
Networks provide a way for media buyers to
coordinate ad campaigns across multiple sites
(ranging from dozens to thousands) efficiently.
Ad networks vary in size and focus: large ad
networks may require premium brands and
millions of impressions per month, while small
ad networks may accept unbranded sites with
thousands of impressions per month.

Now it gets interesting; the tag the browser gets from

the publisher server may also include an SSP tag- now
the concept of real time bidding (RTB) begins, featuring
DSPs, DMPs, and Ad Exchanges. Definitions to follow!

SSP: Supply Side Platform

(For Publishers)

SSPs allow publishers to jump into ad exchanges via DSPs to make

their inventory available and optimize selling of their online media
space. Through SSPs, publishers can gain the highest eCPM for
their inventory rather than selling remnant space at lower costs.

Ad Exchanges

Display space thats unsold by either sites or networks is usually collected by an ad

exchange, where it is auctioned off to the highest bidder among advertisers, networks
and agencies. Its a very simple way to buy ad space, and for publishers to squeeze value
from their unused inventory. Exchanges let buyers purchase very specific audiences,
especially when using real-time bidding technology. Advertisers and agencies typically
use DSPs to buy display

DSP: Demand Side Platform

A demand side platform (DSP) is a system that allows digital

advertisers to manage multiple ad exchange and data exchange
accounts through one interface. Real time bidding for display online ads
takes place within the ad exchanges, and by utilizing a DSP, marketers
can manage their bids for the banners and the pricing for the data that
they are layering on to target their audiences.

DSPs, Exchanges and SSPs Together

DSPs are used by marketers to buy ad impressions from exchanges as

cheaply and as efficiently as possible, SSPs are designed by publishers to
do the opposite: to maximize the prices their impressions sell at.

SSPs allow publishers to connect their inventory to multiple ad

exchanges, DSPs, and networks at once. This in turn allows a huge range
of potential buyers to purchase ad space and for publishers to get the
highest possible rates.

When an SSP throws impressions into ad exchanges, DSPs analyze and

purchase them on behalf of marketers depending on certain attributes
such as where theyre served, and which specific users theyre being
served to. By opening up impressions to as many potential buyers as
possible via real-time auctions, publishers can maximize the revenues
they receive for their inventory.

This process takes place in milliseconds!, as a users computer loads a

webpage.

DMP: Data Management Platform- 3rd Party

Data Overlay for More-Precise Targeting

A data management platform (DMP) is a centralized data management platform that

allows advertisers to create target audiences based on a combination of in-depth firstparty and third-party audience data. DMPs enable advertisers to consolidate online and
offline customer data from various sources into a single location, then use it to create
demographic and behavioral segments that can be used to target online advertising.
Performance data from each campaign is then fed back into the DMP, creating a feedback
loop that improves optimization efforts and can be used for related reporting and analysis
Companies use DMPs to collect and analyze huge amounts of data from many different
sources. DMPs are now so powerful that companies can track users and customers
who visit from banners, Facebook pages, Tweets, mobile, video and even offline
applications. They collect and analyze data from cookies, small files that keep website
settings and also record user behavior. For example, DMPs can allow e-commerce sites,
publishers and advertisers to find out how many users who bought a big screen TV online
also searched for high-end digital cameras in the past week.

DSPs and DMPs Together

DMPs can be used to store and manage any form of
information, but for marketers, theyre most often used to
manage cookie IDs and to generate audience segments,
which are subsequently used to target specific users with
online ads.
Advertisers buy media across a huge range of different
sites and through various middlemen, including DSPs, ad
networks and exchanges as you read. DMPs tie all this
activity together in one, centralized location and use it to
help optimize future media buys and ad creative.
So in summary, a DMP is used to store and analyze data,
while a DSP is used to actually buy advertising based on
that information.

RTB: Real Time Bidding

Thanks to real-time bidding, ad buyers no

longer need to work directly with
publishers or ad networks to negotiate ad
prices and to traffic ads. Using exchanges
and other ad tech, they can access a huge
range of inventory across a wide range of
sites and cherry-pick only the impressions
they deem most valuable to them. That
cuts down the number of impressions
wasted on the wrong users.

Real-time bidding (RTB) is a digital

ad buying process that allows
advertisers to evaluate and bid on
individual impressions.
Component of a DSP, ad exchange
or network, RTB lets buyers use
their own data and targeting
options to bid for each ad
impression.
Advertisers can take factors such
as site, placement, price, and user
data into account when bidding on
each impression. The winning
bidder gets to serve the ad, which
is often customized on the fly to
better tailor the message to the
audience. The entire bidding
process for each impression takes
less than 25 milliseconds

How Bidding Works

It works on an auction model. Each buying source makes their bid,

highest wins, pays $0.01 more than the next highest bidder. Heres
an example which illustrates this:
Bidder 1 $0.50
Bidder 2 $0.60
Bidder 3 (winner) $0.80
Price Paid $0.61
The actual bidding process which takes less than 100 milliseconds
looks like this:
1. The Exchange makes a call to the DSP with an available
impression.
2. DSP checks to see if they want this impression it could be
someone in their retargeting pool, or in a desired audience
segment according to a third party data vendor. If yes
3. DSP makes a bid for it based on how much they think its worth
or can afford to pay
4. Exchange sells the impression to the highest bidder.
5. Ad is delivered by the winning bidder.

So heres a summary- ad server needs to find

an ad to fill a space on a webpage, it will
either check the publisher ad server, or call a
SSP to find other ad units via DSPs or ad
networks. An advertisers creative tag is sent
to the publisher ad server and loads the tag
into the ad unit which in turn calls the
advertisers third party ad server to serve the
ad

More on ad servers in a bit!

Programmatic Advertising Buying

Programmatic ad buying typically refers to the use of
software to purchase digital advertising, as opposed to the
traditional process that involves RFPs, human negotiations and
manual insertion orders.

Jack Marshall-Digiday

Programmatic buying is the art and science of trading media at scale

using technology or data.

Programmatic Buying Benefits

Programmatic buying today provides an opportunity where you can not

only attach different value to each ad-impression based on 100+
parameters but also optimize for the media buying on a real-time basis
(RTB). The benefits of RTB vary based on audience segments as well as
the intelligence of the algorithm optimizing for the bidding and creative
based on it but can be huge when done right.

The 2014 Display Lumascape:

Getting Crowded

PLANNING ONLINE
DISPLAY

Set Campaign Objectives

Attract targeted traffic to your website

Increase sales or conversions

Find new customers

Enhance or build your brand
Contribute to the buying process
Target audiences throughout their buying cycle

Determine Website Goals & KPIs

Purchases

Sign-Up (newsletters)

Download (content, apps)

Register (webinars, events)

Submit (trials, demos)
Quotes

Other KPI Considerations

Brand recall: Perform pre-post campaign
branding study to measure awareness
Increased branded search and direct
website traffic during display campaign
Overall cost-per-website visitor and
overall site conversion rate lift
Sales and revenue boost

Conversion Metrics To Monitor

Total conversions; when a visitor
performs a desired action on your
website
Conversion rate: the percentage of time
visitors perform a conversion
Cost per conversion: the average media
dollars spent for each conversion

Choosing a DSP Partner;

Considerations
Reach; All have strong reach- ask about
mobile options and Facebook Exchange
integration
Scalability & Flexibility; The DSP should be
able to quickly optimize based on
performance.
Costs; Evaluate fees and minimal spends
needed, which vary by DSP
Data; Review all targeting options, 3rd
party data partners, retargeting capability

Buying Ads Direct from a PublisherAdvantages

Access to a sites full inventory
Premium inventory & placements
Higher share of voice & reach on the
specific site
Custom sponsorships
Increased placement options: enewsletter
native ads, eblasts, apps

RTB/DSP versus Publisher Direct

Ad Buying

Targeting
RTB: Impressions sold to highest bidder if site
matches client target audience
Direct: Impressions purchased in bulk

Supply
RTB: Impressions not guaranteed on specific
sites due to unpredictability of marketplace
Direct: At fixed CPM, site impressions are
guaranteed

RTB/DSP versus Publisher Direct

Pricing
RTB:Youre buying eCPM, or Effective CPM, since impressions are being bid on
thousands of sites that meet your criteria. eCPM is used to compare
performance of various campaign types (CPM, CPC, CPA). Everything is
converted to eCPM in order to compare campaign efficiencies easily
Direct: Fixed CPM pricing

Site Traffic Research

Quantcast, Compete, Alexa provide unique tools to measure traffic and
demographics of specific sites

Also, Google Display Planner Tool

Benefits of Google Display Planner

Find new inventory that meets targeting

criteria
Includes mobile apps and video channels

Generate targeting ideas based on your

customers interests and your website
Keywords, specific placements, topics, inmarket segments, and age/gender
demographics

comScore Site and Network Rankings

Top Mobile Properties & Apps

Yahoo! At a Glance
Yahoo!
Rated #1 in the U.S. in 10 online categories
including mail, news, sports, finance,
entertainment news, autos, shopping, and
real estate
Rated #1 globally in seven categories,
including news, sports, finance,
entertainment news, real estate, and
comparison shopping
Rated #1 for major event coverage of the
Super Bowl, Olympics, World Cup, March
Madness, and the Oscars, Emmys, and
Grammys
Yahoos homepage has more than 100
million global visitors every day
Yahoo News draws more than 200 million
global consumers a month

MSN At a Glance

Google at a Glance
More on Google
covered later in this
ebook

Amazon at a Glance

TARGETING
STRATEGIES

Contextual Targeting

Target ads on site topics or categories/subcategories, or web pages that

include keywords within its content.

Behavioral: 3rd Party Data

Example segments

The wealth of data segments as compiled by DMPs allow you to

target specific groups of sites that target meet targeting criteria.
DSPs will optimize in real time based on click through rate, lead
conversions, and sale conversions, and reallocate impressions to
better performing segments

A Deeper Example of Available

Audience Date Segments

Facebook Exchange

FBX is a real-time bidding ad exchange in which advertisers fire cookies on

users' browsers as they surf the web -- shopping, for instance -- and then
retarget those users with ads once they enter Facebook, to remind them to
come back to the sites they were shopping on and convert

Geographic Targeting

Some bidding models let you bid higher to audiences in close

proximity to retail locations, to ensure auctions are won in these
areas

How GeoTargeting Works

For those who want to know- its technical.
Review the links below!
http://www.adopsinsider.com/
ad-serving/how-geotargetingads-works/
http://www.adopsinsider.com/ad
-serving/geotargeting-explainedhow-ad-servers-understandphysical-locations/
http://www.geoedge.com/meetus_
university/40/how-does-geotargeting-work

Geo-Targeting Strategy

Study in detail the markets, cities, zips your audience purchases from, and buy more
impressions in those key markets

Test off-line direct mail performance with accompanying display within specific
markets and measure offline lift.

Combine retargeting and other target strategies with geo-targeting to optimize

performance

Retargeting or Remarketing

Youve seen them; they follow you around;

those pesky ads that found you seconds
after youve been to a website!
Retargeting has emerged as the premiere
online advertising tactic.

Retargetings goal is firmly one thing;

come back to your website if your
prospect hasnt made a final decision to
buy or convert.

Retargeting Effectiveness

Retargeting is effective because it focuses your advertising spend on

people who are already familiar with your brand and have recently
demonstrated interest. Thats why most marketers who use it see a
higher ROI than from most other digital channels.

How Retargeting Works

Retargeting is a cookie-based technology that
uses simple a Javascript code to anonymously
follow your audience all over the Web.
Retargeting pixels are placed on every page of a
website
Every time a new visitor comes to your site, the
code drops an anonymous browser cookie. Later,
when your cookied visitors browse the Web, the
cookie will let your retargeting provider (DSP,
network, or specific retargeting firm) know when
to serve ads, ensuring that your ads are served to
only to people who have previously visited your
site.

Retargeting in Action
Target prospects who visited certain pages
on your website with relevant message
Target prospects who abandoned shopping
carts with additional incentive to purchase
Target those who downloaded white papers
with additional content or free trial offers
Target past leads or purchasers with
additional product

Dynamic Retargeting

For e-commerce sites, dynamic retargeting allows you to show ads for specific
products on your site that a visitor viewed but did not purchase.
For non-Google retargeting platforms, dynamic retargeting serves ads based on cookies delivered via
smart pixels on websites, whereby ad creative is dynamically changed based on the pages a prospect
as seen.
For Google remarketing, accounts are linked to merchant centers. You need to add a remarketing tag
across all your site pages with a custom parameter for the product ID (and a few other custom
parameters).When people visit your site, the remarketing tag adds them to a remarketing list and
associates the product ID with the visit. Later, when these visitors are browsing a website within the
Google Display Network and your ad is shown, Google uses the product ID to get the product
image, name, and price from your Google Merchant Center account, and includes it the ad.
When you set up a dynamic remarketing campaign, a dynamic text and dynamic display ad will be
automatically created for you using Ad gallery templates.

Retargeting Best Practices

Utilize Frequency Caps; a setting that limits the number of

ads a user sees within 24 hours (15-20 impressions per
month ideal) to avoid message burnout

Test all of your retargeting segments for Conversion rate and

CPA
Test creative strategies and retargeting offers. Perform A/B
tests
Make sure ads are well branded; ensures ads are notices
from your recent visitors

A Myriad of Targeting Options Can

Be Available, Depending on DSP

PRICING MODELS & AD

UNITS

Pricing Models

Fixed Cost: Paying a flat rate for a premium position; typically

negotiated direct with publishers.
CPM: Cost per thousand impressions; this is the most
popular pricing model for publishers and many DSPs. You pay
for the number of times your ad is served
CPC: Cost per Click. Popular with the Google Display
Network, you only pay per click, depending on your bid. A
higher bid, the more likely your ad will show on highly
viewed websites
CPA: Cost per Action or Acquisition. Here advertisers and
publishers agree to pay only for a website activity, such as a
quote, a sale, a download, or a sign-up.
eCPM: Effective Cost per thousand. eCPM is used to
compare performance of various campaign types (CPM, CPC,
CPA). Everything is converted to eCPM in order to compare
campaign efficiencies easily

Viewable Impression Model

Google is now measuring viewable
impressions as a bidding option on their
Display Network.
Called Active View, advertisers are charged
only for impressions that are 50% viewable
for a minimum of one second This includes
above the fold ad positioning. The goal is
to allow advertisers to only pay for
impressions that are more likely to be
viewed by a user.

Ad Units; Most Popular for Desktop

Display Rising Stars

The IAB as new ad unit guidelines,
offering publishers new ad formats
with the goal to stimulate engagement
and CTR.

In coming up with these stars,

the IAB did away with several
other standards.The IAB also
tested the effectiveness of
these ad units with several
leading marketers. Results
suggested that consumers are
2.5 times more likely to engage
with the Rising Star formats
and spend 31% longer with
these ads than with other ads.

Mobile and Facebook Ad Units

Rich Media
A Rich Media ad contains images or video and involves some kind of user
interaction. While text ads sell with words, and display ads sell with pictures,
Rich Media ads offer more ways to involve an audience with an ad. The ad can
expand, float, peel down, etc. You can access aggregated metrics on your
audience's behavior, including number of expansions, multiple exits, and video
completions. Rich media ads get increased engagement and CTR, but also
cost much more to develop than standard ads.

The links below can give you more info on rich media ad units
http://www.richmediagallery.com/formats/
https://support.google.com/richmedia/answer/117420
http://www.iab.net/guidelines/508676/508767/displayguidelines

Creating Effective Banner Ads

Keep copy and design simple; use powerful words

Attention- getting headline
Have a clear and visible call to action
Include company logo for brand awareness
Support your value proposition with readable
offer
Choose relevant images, and only use when
necessary
Use interactivity when possible
Limit font styles
Less is more!

A Sampling of Effective Banners

Putting the RFP Together for DSPs/Ad

Networks:
Basic description of campaign with deadlines
Campaign duration
Campaign budget
Client target audience
Campaign goals and metrics
Requested cancellation clause
Selection criteria

Pricing approach (CPM, CPC, CPA)

Added-value impressions
Variety of targeting options

Creative Units
Proposal deliverables (placements, rates, expected
impressions, tactic rationale, optimization efforts)

TRACKING DISPLAY
PERFORMANCE

Alert: Technical Slides coming

Deliver Ads via Ad Server or

Campaign Managers

Ad servers allow you to distribute and manage your campaigns across your entire media buy. For
example, you can update your creative across hundreds of publishers with an ad server, and it provides
centralized reporting on impressions served, clicks, conversions, creative performance, etc., across every
ad placement.

An ad server also performs a critical audit function-a third-party check and balance on delivery of its
campaign, which comes in handy at billing time.
If you need more than the basics, look for more advanced capabilities:
Tag management
Attribution modeling
Landing page optimization tools
Integration with website analytics

Doubleclick Campaign Manager: Googles

Leading Ad Management Platform

Learn More:
http://doubleclickadvertisers.blogspot.com/2013/09/introducing-allnew-dfa-doubleclick.html

A Recap of Site Tagging

Websites are assembled fresh each time they are displayed in a browser. Content,
advertisements and other customizations are provided by various partners and are
stitched together to form the website viewed by the user. The website 'calls' to web
servers for these individual bits of content using JavaScript or HTML code. These
lines of JavaScript or HTML code are called tags. In the interactive advertising
ecosystem, tags are essential because for making calls to various ad servers, as well
as for transferring information between parties to help tailor an experience for the
user.

Floodlight Tags: How Doubleclick

tracks conversions

A Floodlight tag is an HTML tag that you

place on your web site to track conversions,
such as a consumer making a purchase or
completing an online form.

A Floodlight activity stores data recorded

by a specific Floodlight tag and makes the
data available within all DoubleClick
properties, such as DoubleClick Search (DS)
and DoubleClick Campaign Manager (DCM).

Cookies
Cookies are a technology that have been around since the
early days of the web. They are pieces of code that web
servers use to put information on a users browser, and then
retrieve that information at a later time for various uses.
Cookies are privacy conscious by design, so that only the
server domain that sets a cookie is able to retrieve it.
Ad servers use cookies to set unique IDs so they can identify
the same user across multiple touchpoints. When an ad
server receives an ad display request from a user who does
not have an existing cookie, the ad server assigns a new
unique ID. On each subsequent request the cookie returns
the same unique ID, thus allowing the ad server to know that
it is the same user. Because all requests are recorded by the
ad server, reports can be created that provide a record of all
the touchpoints for each user.

3rd Party Cookies Dont Generally Work or are unreliable on

Mobile Devices, depending on app or mobile web environments

What exactly is a cookie?

Cookies = small text files for saving settings in your browser for a website
1st Party Cookie = the websites cookie, maybe to keep you logged in or keep items in your
shopping cart
3rd Party Cookie = a cookie loaded through a data company integrated with a website you were on

Mobile Cookie Issues and Alternatives

a) The Mobile Web:

Cookies do exist on the mobile web just as they do on the desktop. Users who browse the Internet using
mobile web browsers get cookies placed on their browsers. Every mobile browser, just like desktop
browsers, has different cookie settings and handle first party and third party cookies differently. In essence,
cookies are fully functional on the mobile web. The main limitation of cookies on mobile browsers is that
they reset when the browser is closed or when the phone is shut down/restarted. Additionally, cookies are
unable to track users when they move between mobile apps and Web browsers, making conversion tracking
difficult.
b) Mobile Apps:

Cookies also exist within apps when a browser is needed to view certain content or display an ad within an
app. However, the cookies are completely sandboxed in apps. This means that cookies from one app
cannot be shared with another app and that they remain private to each app. This is a handicap for mobile
marketers as it is extremely difficult to track user activity & behavior across apps. Being able to track user
activity and behavior is the foundation of ad targeting and thus the inability to do so makes it extremely
challenging for mobile marketers to improve ad effectiveness.

Alternatives to cookies are device IDs, such as Apples IDFA and Googles Android ID, but these are
intended to work only in mobile apps and cannot track the same user across apps and mobile Web
browsers.
Device recognition is an upcoming alternative that creates device IDs based on a list of attributes of
a device like device type, operating system, fonts, date and time settings, language settings, and more.
Regular device updates are the Achilles heel of this alternative but it has a very high accuracy rate if
you are tracking over a very short window.
Other alternatives include using a universal login like Facebook, Twitter, or Google but it does
require users to log in, which may not be an option for tracking users that have not decided to buy.

Good News; Google Testing

Cross-Device Retargeting

Tracking Pixels
A Tracking pixel is a small code placed on a website,
unnoticeable to visitors. When new visitors arrive to a
website the pixel drops an anonymous browser cookie. Later,
when cookied visitors browse the internet, the cookies
inform your retargeting provider or ad network when to
serve ads, ensuring your ads are served to a relevant
audience.
Even though the pixel is virtually invisible, it is still served just
like any other image you may see online. The trick is that the
web page is served from the sites domain while the image is
served from the ad servers domain. This allows the ad server
to read and record the cookie with the unique ID and the
extended information it needs to record.
The tracking pixel allows to track how many times a
webpage have been viewed. Tracking pixels could be used also
track conversions.

Use Google Tag Manager

Google Tag Manager is a free tool that makes it easy for marketers to add and update
website tags -- including conversion tracking, site analytics, remarketing, and morewith
just a few clicks, and without needing to edit your website code.

http://www.google.com/tagmanager/

Tag Ad URLs with Googles URL Builder

Track source,
medium, campaign
names, and unique
content with
Google Analytics
By campaign, by source,
by medium, by content
Track site engagement
and conversion activity

Google Analytics Goals

Track conversions on your website:

* Thank you pages after leads/sales

are confirmed
* Event actions for key conversion
activities that do not require a
separate page to track.

Campaign Optimization

Networks/DSPs in real time will optimize

based on agreed upon metrics; CTR (ClickThrough Rate), Conversation rate (leads or
sales, as long as tracking pixels are placed on
conversion pages) in order to shift
impressions to groups of sites and audience
segments that perform better after
benchmarks are set (perhaps after 10,000
impressions). As learnings are gathered,
audience modeling is developed, and
campaigns are constantly optimized

Optimization Variables

Creative:

Message, ad unit size, standard vs rich media

Placement:

Website, Audience segments, Ad position

Strategy

Behavioral, Contextual, Look-a-Like, Retargeting

Campaign:

Time of day, Day of week, Geography

Device:

Desktop, tablet, mobile

Beyond the Click Optimization

Because of the nature of the clicker

audience, clicks should not be the key
measure of success. Consider:
Understand your audience and placement
strategies. Audiences who view ads without
clicking are also potential conversions.
View-based conversions and attribution modeling
(discussed later) allow you to understand how
display and all channels contribute to conversions
Use the eCPA (effective call-to-action) to
measure your entire ad investment across all
tactics

LETS TALK MOBILE

Mobile Advertising & Smartphone Usage

Growing and Growing

Types of Mobile Advertising

Mobile Advertising Landscape:

Mobile networks and exchanges continually to grow; and get sold

(Twitter buying MoPub,Yahoo buying Flurry, for example)

Many Mobile Ad Platforms to

Consider

View the fill list here

http://appflood.com/blog/list-of-mobile-ad-networks-february-2013

AdRoll Does Mobile ad and app

retargeting on Facebook

Mobile Ad Planning

Strategy Considerations

Consider the platform for creative development; mobile phones are a

highly personal device
Balance mobile web ads with in-app ads. Mobile web ads have greater reach,
and in-app ads can be more interactive
Duration: the campaigns need to be long enough to reach a healthy sample
of users and strong enough (3-5 million impressions) to make an impact

Mobile Message Considerations

Mobile Ad Sizes and Formats

Mobile App Definitions

Mobile KPIs to Measure

Mobile Web
Like Display: CPC, CTR, Conversion Rate, Cost per Conversion

Mobile App Campaigns

o

Conversion Rate (click to install)

Cost Per Install (CPI)

Conversion Rate (install to custom action)

Benchmarks from Tapsense (Mobile

exchange)

App Install Measurement

The following table shows some of the largest mobile advertising partners in the industry and
how they measure conversions for installs. As you can see, all of them operate by measuring the
install on the first app open event. They also support measuring additional events (such as
registration, signup, activation, and other post-install events).

App Install Measurement Best Practices

Define an install as the first "app open" event by a user (whom your system has never
communicated with before).
First measure the app install before any other app event(s).
Measure important post-install events (such as registration/activation) to help detect
fraud and ensure accurate billing.

Mobile App Conversions

Conversion tracking starts with the user clicking on a link from a channel
such as an email or mobile ad. The user is then taken to the app store,
where they download the app onto their device. Once the app is
downloaded, the mobile app conversion tracking technology matches that
user to the marketing source.
The basis of this technology is a small piece of code inserted into the app
that is called the SDK (Software Development Kit). The SDK
communicates with the server and sends data from the app, matching
downloads to the links that users clicked from a marketing channel.
Once conversion tracking is in place, you can go beyond the download
numbers and see deep into your conversion funnel. This allows you to
optimize campaigns to get the greatest return on your marketing
investment. For retailers, this would mean measuring registrations,
purchase data, repeat purchases, and even total revenue per purchase. For
travel marketers, it means measuring hotel bookings, airline reservations
and car rentals. For other verticals, marketers should measure data that is
most relevant to their business. With conversion tracking in place, you can
move beyond measuring just cost per download and start fine-tuning your
marketing to the goals that matter most to your business.

Source:
Tapsense

Mobile Campaign Optimization

Network: Leverage multiple networks;
determine the right balance between
traffic volume and traffic quality
Time of Day: Clicks and Installs Vary by
Hour and by Device; Have a daypart
strategy
Device: Perform a campaign analysis by
device and operating system, and
optimize share of impressions
accordingly

A QUICK TOUR OF THE

GOOGLE DISPLAY
NETWORK

Google is the Largest

Googles reach is 94% of the online
audience

Target By Page Topic

With Topic Targeting, your ads
can appear on any Web page
Google believes is related to the
topic(s) you select.

Target By User Interest

While Topic Targeting is web-page-focused, Interest

Targeting is people-focused. Here you reach people
who have shown an interest in products and services
related to your business, no matter what web page
they may be on at a given moment.
Google uses browsing behavior history and 3rd party
data DMPs (remember them?) to associate interests
with a visitors anonymous cookie ID. Using this data,
you can show ads to prospects based on their
demonstrated interest in the categories you select
for your campaign.

Affinity Targeting

Target audiences
based on their
hobbies and passions

In-Market Audiences

Select from these

audiences to find
customers who are
researching products
and actively
considering buying a
service or product
like those you offer

Other Audiences

Use these more

granular audience
categories to reach
customers who may
be likely to visit your
site.You can also use
these audiences to
show your ads to
people who have
interests that aren't
included in the affinity
audiences or in-market
audiences.

Google Remarketing
Option 1: Target audiences who
have been to your website or
landing page or certain pages of
your site
Option 2: The "similar audiences"
feature enables you to find
people who share characteristics
with your site visitors. By adding
"similar audiences" to your ad
group, you can show your ads to
people whose interests are
similar to those of your site
visitors, which allows you to
reach new and qualified potential
customers.
More here:
https://support.google.com/adwords
/answer/2676774?hl=en

Targeting OptimizationConservative or Aggressive Options

Target By Keyword

Keywords are part of contextual targeting on

the Display Network, which uses the
keywords or topics youve chosen to match
your ads to relevant sites that also include
those keywords within the content
Google analyzes the content of each Display
Network webpage or URL, considering
factors such as the following:

Text
Language
Link structure
Page structure

Based on this analysis, the central theme of

each webpage is determined. When your
keyword matches a webpages concepts or
its central theme, your ad is eligible to show
on that webpage

Target By Specific Website

(Placements)

If you'd like your ads

to show on certain
sites that are part of
the Display Network,
add them as
placements to your ad
groups. These could be
placements related to
your products or
services, or online
destinations that your
customers visit.

Target By Demographic

Target By Gender,
Age, Parental Status

Combining Targeting for More

Relevant Placements

If your goal is to sell products

and reach a specific type of
audience, you might want to
add a few targeting methods
to your ad group that are set
to Target and bid. Then your
ads can show only when the
specific targeting methods
you've selected match.

Planning an App Ad Campaign

Before you create your campaign, think about your advertising goals.
Are you interested in getting people to download your app? What
about encouraging people to open your app and take action? To see
which campaign is right for you, review some of their features in the
table below.

Target By App Category, Operating

System, or Specific App Name
Apps are part of the
Display Network
The ads in your Display
Network campaigns are
automatically eligible to be
shown in mobile apps if you
selected All features (the
default option) when creating
your campaign.Your ads may
show in mobile apps when a
mobile app placement (think of
it as an ad spot) matches the
targeting that you've set for your
campaign.
Ads placed in mobile apps have
worked particularly well for
driving clicks and conversions on
websites.

The Google Display

Planner will give you
Ideas on placements
and apps based on
keywords your
prospects may be
interested in

Display Bidding Options: CPM vs. CPC

Viewable cost-per-thousand impressions (CPM) bidding lets you pay only for impressions measured as
viewable.
What it does: Viewable CPM bidding optimizes your bids so your ads show in ad slots that are more likely to
become viewable. An ad is viewable when 50% of it has been on screen for one second or more.
Benefits: You don't pay when the ad impression is not viewable.

Google Display Network

Campaign Optimization

Although CTR is a measure of relevance,

focus more on conversions and conversion
rate
Increase bids on higher performing sites or
targeting strategies; likewise decrease bid or
remove sites/targeting that are not
performing
Fine tune targeting combinations and test
various options together
Review frequency cap settings so that your
ads arent serving to often to the same users

Funnel Marketing, Lead Nurturing, LinkedIn Premium Ads

DISPLAY& B2B
ADVERTISING

Display Influences the Entire

Lead Funnel

Brand awareness

Education &
engagement

Lead generation

Conversion Influence

Landing Page for lead capture

Focus on benefits (whats in it for me)
Limit form fields
Professional look/feel design with relevant
image
Include testimonials and proof statements

Offer
A/B test content download offers with free
trials/assessments

Continually Optimize Creative and

Ad Unit Tactics

B2B Retargeting & Lead Nurturing

Place retargeting pixel and landing page & thank you page
Send prospects who do not download or sign up and
alternative offer via a banner ad. A free trial may seem like a
commitment, so retargeting with content offers allows you to
keep in touch with prospects without having their email
address
Send leads additional content offers. For those who did
download content from your landing page, send them
additional content offers via retargeting banner ads that can
continue to educate prospects, increase lead score, and
shorten sales cycle

Place retargeting pixel on HTML email newsletter

Target prospects who open emails with additional content or
trial offers via retargeting banner ads

Content Marketing &

Native Advertising

Popular Native
Vendors

About Native Advertising

Native advertising is an online advertising method in

which the advertiser attempts to gain attention by
providing content in the context of the user's
experience on a website.
The goal of native advertising is to provide a content
promotion platform that doesnt interrupt user
experience, and to offer helpful content similar to
other information on the website
When someone clicks on content that is placed on a
relevant web page, users go to a content landing page
where they can read more, and see offers within the
article or on landing page sidebars (for lead
generation)

LinkedIn Display; Premium

Advertising Solutions
LinkedIn excels
ad specific B2B
targeting
options

Sponsored Posts Delivers Content

Across All Devices in the Newsfeed

LinkedIn Banner Ads and Top of Fold

Textlinks

LinkedIn Spotlight Ads

LinkedIn Follow Company Ads

LinkedIn Audience Roadblocks

View-Through, Multi-Channel Funnels, Attribution Modeling

GOOGLE ANALYTICS: A
LOOK AT MEASURING
DISPLAYS INFLUENCE
ON CONVERSIONS

The Challenges of
Measuring Display

Last Click is Easy Way Out

Attributing credit to the last click is still

the norm
Rewards Search
Punishes Display, Email and Social

We need to:
Identify all interactions that precede
conversions
Attribute value to each touch point that plays
a supporting role

Addressing Online Display

Conversion Credit with Google
Analytics

View-Through Conversions

Multi-Channel Funnels

Attribution Modeling

View Through Conversion

A View-through conversion measures the number of conversions that occurred

within 30 days of your display ad appearing for which there was no ad click
generated. View-through measures conversion performance after a user has seen an
ad, but did not click or convert when the ad was served, but rather converting via
another digital channel within typically the next 30 days.

* A cookie is dropped on every user that views an ad (which means almost

every visitor)
* Even if the user does not click on an ad, the cookie remains with their
browser
* If the user visits the advertiser's website or somehow completes the
defined "action" for the advertiser, attribution is given to the appropriate
campaign

The Case for View-Through Conversion

View-Through Conversions allow you to:

Assess the contribution of Display campaigns to your overall conversions

Measure the ROI of your Display campaigns
Assess latency to conversion for exposed users
Compare performance of Display against other channels and networks
Optimize your targeting based on post-impression and post click activities

Similar to offline media campaigns; that online display impressions contribute to branding,
and eventually conversion or purchase
Adds an analysis component to the effectiveness of digital ad channels and targeting
tactics
View-through account for over 90 percent of website visitors and will be responsible for
over 90% percent of page views when they get there.

But keep in mind

View-through impressions by channel are not scientific; an ad served on a site does not mean it was
viewed by a user
Be careful with DSPs/networks that offer CPA pricing, and include view-through along with actual
conversions

Adjusting View-Through Window

When running display on the GDN, you can adjust the view through
conversion time period. For example, if you select a window of three days,
your view-through conversion count would include people who see your ad
on Monday and then convert anytime between Monday and Wednesday.

Multi-Channel Funnels
In Google Analytics, conversions and ecommerce transactions are credited
to the last campaign, search, or ad that referred the user when he or she
converted. But what role did prior website referrals, searches and ads play
in that conversion? How much time passed between the user's initial
interest and his or her purchase?
The Multi-Channel Funnels reports answer these questions and others by
showing how your marketing channels (i.e., sources of traffic to your
website) work together to create sales and conversions.
For example, many people may purchase on your site after searching for
your brand on Google. However, they may have been introduced to your
brand via a blog or while searching for specific products and services. The
Multi-Channel Funnels reports show how previous referrals and searches,
and of course display campaigns, contributed to your sales.
Through multi channel funnel reports you can determine:

How marketing channels, like display, work together to create conversions.

How much time elapsed between visitors initial interest and his purchase
What role did prior website referrals, searches and ads played in a conversion.
How to attribute conversions to a marketing channel.

Conversions in the Funnel

A channel can play three roles in a conversion path:

Last Interaction is the referral that immediately precedes the conversion.

Assist Interaction is any referral that is on the conversion path, but is not the last interaction.

First Interaction is the first referral on the conversion path; its a kind of assist interaction.

Assisted Conversions and Assisted Conversion Value:

This is the number (and monetary value) of sales and conversions the channel assisted. If a channel
appears anywhereexcept as the final interactionon a conversion path, it is considered an assist for
that conversion. The higher these numbers, the more important the assist role of the channel.
Last Click or Direct Conversions and Last Click or Direct Conversion Value:
This is the number (and monetary value) of sales and conversions the channel closed or completed. The
final click or direct traffic before a conversion gets Last Interaction credit for that conversion. The
higher these numbers, the more important the channels role in driving completion of sales and
conversions.
First Click Conversions and First Click Conversion Value:
The number (and monetary value) of sales and conversions the channel initiated. This is the first
interaction on a conversion path.The higher these numbers, the more important the channels role in
initiating new sales and conversions.
Assisted/Last Click or Direct Conversions and First/Last Click or Direct Conversions:
These ratios summarize a channels overall role. A value close to 0 indicates that a channel completed
more sales and conversions than it assisted. A value close to 1 indicates that the channel equally
assisted and completed sales and conversions. The more this value exceeds 1, the more the channel
assisted sales and conversions.

Assisted Conversion Report

The assisted conversions report shows how your Google Display campaigns
assist other site traffic toward conversions.

Conversion Paths

Channel Interactions
The Top Conversion Paths report shows all of the
unique conversion paths (i.e., sequences of channel
interactions) that led to conversions, as well as the
number of conversions from each path, and the value
of those conversions. This allows you to see how
channels interact along your conversion paths.

Conversion Path Length

The Time Lag report shows how many conversions
resulted from conversion paths that were 0, 1, 2, 3, 4,
5, 6, 7, 8, 9, 10, 11, or 12+ days long. This can give you
insight into the length of your online sales cycle.

Conversion Path Report

Conversion paths are confirmation that visitors really dont always convert
on the first visit. The screen shot shows various paths visitors take before
they take action and by using secondary dimensions, you can break down
your display campaign conversion path data even further.

Attribution; Weighting the Credit

Display Contributes to Conversion

Attribution Modeling is the science of determining the value of

each customer touch point leading to a conversion. It helps you
understand the customer journey and justify your marketing
spend.

The Benefits & Impact of

Attribution Modeling

Planning Attribution Modeling

Start by identifying your marketing goals. Are you focused on

branding and awareness, lead generation, developing new
business, or repeat business?
Identify the channels that you want to track
Map out the consumer conversion path. Develop a basic
outline for your customer journey, including path length, time
to conversion, and the relevant marketing channels. You can
find this information in the Multi-Channel Funnels.
Determine how much value to assign against each touch
point. Define the role and expected impact of each campaign
element.
Plan your next steps. If you learn that a certain campaign or
source is performing differently than expected, you will need
to take action.

Standard Attribution Models on

Google Analytics

Two More Default Models

Setting Up Attribution Modeling

Attribution Modeling give you the ability to compare up to 3 models to observe

what changes in value a channel has based on these models. This type of
observation affects your decisions on where to put your marketing efforts.

Attribution in Action
For further reading on using
attribution modeling effectively,
please review some of these
insightful articles
http://searchengineland.com/effectivel
y-using-attribution-135916

http://www.optimizesmart.com/6keys-to-digital-success-in-attributionmodelling/
http://blog.crazyegg.com/2013/02/07/
how-to-use-google-analtyicsattribution-modeling-tool/

Attribution Modeling;
Campaign Optimization Examples
Reallocate Budget
Strengthen campaigns along the most profitable position in the
purchase funnel.
Revise CPA (cost-per-acquisition)
Better reflect the true contribution of your marketing activities to the
whole consumer journey.
Reduce Time-to-Conversion
Look for opportunities to improve the efficiency of your conversion
path and reduce the number of paid clicks required to drive a
purchase. For example, provide price guarantees so customers dont
have to price shop, quick coupon codes, or more detailed product
information so they dont have to look elsewhere.
Reschedule campaigns
Change the timing of particular campaign types, such as email
promotions.
.

An Overall of Key Online

Advertising Measurements

Questions?

Contact Paul Mosenson

pmosenson@nusparkmarketing.com
610-604-0639
www.nusparkmarketing.com