6. Why is the bank spending money across various display ad network?

Which ad network is working

better than others and would you change the budget allocation among them?

 Bank is spending money across various display ad network because,

o No.of impressions created through display ad network are comparatively more than created
through search
o Number of applications completed are more through display ad network

Chart Title
120000000
100000000
80000000
60000000
40000000
20000000
0

Media Spent Impressions

 AOL is working better than other in term of reaching the unique users who are exposed to the
campaign on its site and also higher percentage of users exposed on its site only
 Along with AOL Traffis marketplace, Casale, Revenue science, Tribal fusion are also performing
better comparatively

Media Applications
Ad Network Impressions Clicks
Spent completed
AOL 176000 97466342 34777 2934
Tribal fusion 107000 38780477 21861 1002
Casale 90000 64222377 38450 881
Revenue
74000 30949214 11572
science 862
24/7Real media 62000 13979255 4635 577
InterClick 38000 12678327 9643 411
Yahoo 30000 9878699 3875 174
Traffis
29000 28285629 8730
marketplace 207
Datran Media 15000 5672167 3394 63
ValueClick 10000 3453083 1151 64
AdBrite 3000 3113646 1088 15
 With budget less compared to tribal fusion, casale has created more impressions and clicks
so, if budget is increased then this ad network can reach more customers and increase
applications.
 Budget for traffis marketplace should be increased, with less budget allocated ad network is
performing well, if the budget is increased conversion rate from this network can be
increased. Comparing Traffis marketplace with revenue science, revenue science with media
spent of 74000 impressions created are 30,949,214 and traffic market place with 29000
created 28,285,629.With 44,000 difference traffis impressions are only approx. 20lac.
 Budget allocation to Interclick can be increased, decreasing allocation to 24/7 Real media
 AdBrite allocation should also be increased, decreasing for Valueclick. From exhibit 8
ValueClick reach to customers is also very less with more allocation of money compared to
AdBrite. Budget allocation to ValueClick can be decreased
 Allocation to yahoo can also be decreased, because reach to customers is very less(exhibit 8)