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DNA of an Advertiser

A study of all activity for a client over a period of a year, covering both rich and standard inventory

340 million impressions

26% Standard Banners vs. 74% Rich Media 53% Polite Banners 21% Expandable Banners

25 major campaigns ranging from 1MM – 53.5MM impressions

17 publishers ranging from 150K to 138MM impressions

Over 130 post-click activities were tracked

Analysis of total activity July ’06 to May ‘07

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Impress to Convert

Impressions drive 4:1 more conversions over clicks

Analysing post-impression and post-click tracking

Conversions happen as a result of ‘seeing’ not ‘clicking’ on the ad

Downplays the immediacy of initial response with a more powerful brand awareness driver, that produces tangible results later on

Note: This is a case study based on one advertiser, 25 campaigns, 340MM impressions

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Halo Effect: Even standard conversions happen due to rich media path

74% of total impressions were rich media based

The Impact of the Impression

Looking back at last 5 adverts in conversion sequence

98% of conversion path was rich media based

12345

RM: 82%SB: 18%

RM: 98% SB: 2%

82% of conversions were rich media based

Conversion

Note: This is a case study based on one advertiser, 25 campaigns, 340MM impressions

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Display AudienceDisplay Audience

Search AudienceSearch Audience

Solid Lifts, Mass ReachSolid Lifts, Mass Reach

Larger Lifts, TargetedLarger Lifts, Targeted

Search & Display AudienceSearch & Display Audience

Largest Lifts, Largest Lifts, Highly TargetedHighly Targeted

Key Takeaways: The Shape of Things

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Different advertising works in different ways

Key Takeaways

Utilize display advertising for building awareness and reinforcing your brand image among a mass audience. And with it’s massive reach, even smaller lifts in online and offline sales can have a BIG impact on your bottom

line.

Utilize search advertising for reaching your low hanging fruit: in market

shoppers looking for what you have to offer. Utilizing search to deliver a relevant

experience to a relevant target dramatically increases both online and

offline sales.

Both Search and Display ads offer the opportunity to increase

onsite engagement, and more importantly, online and offline

sales.

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Maximize the effectiveness of your advertising by delivering consumers both search and display advertising

Take advantage of Behavioral Targeting

Target in-market shoppers searching for either your brand, or something you offer, with a

relevant display ad.

Target someone based on their interests. If someone searches for something that’s in line with

what your brand stands for, reinforce that association with

a relevant display ad.

Key Takeaways

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Maximize the effectiveness of your advertising by hitting consumers with both search and display advertising

Take advantage of relevant brand searches:

Exposure to a display ad increases trademark

searches. Take advantage of this interest with a search campaign that

reinforces your messaging.

Key Takeaways

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Multi-lingual Booking Banner

This airline booking banner allows feeds to be input manually or linked to 3rd party system for real-time publishing

Behavioural control of any creative asset within the banner throughout campaign

Works alongside existing processes

Amend text within any live banner

Options for Multi-lingual publishing

Book online from within the banner

Proof of concept

Spanish

French, etc

Utilising live feeds from advertiser

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Qantas Dynamic Data

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Beyond the Browser – Mail & Messenger

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Beyond the Browser – Mail & Messenger

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Travel creative's

British Airways Video Pop-Up Ad

British Airways Overlay-to-sky check-in branding banner

British Airways Synchronised home page takeover for travel branding

Virgin Video expandable, roll-over to reveal more video

Fly SongWorks with weather feed to locate top snow fall and then lets you search with banner

Bahamas Air Synchronised page wash using expandable ads

OZ BuilderFull travel itinerary to build a customised holiday with a banner micro site

West Australia Mini micro site banner revealing info on key locations

EmiratesNon Stop Fernando14 hrs worth of video streams in one ad! Add time to see video