ronald paul post view tracking- is playtime over?
DESCRIPTION
Europe 2010TRANSCRIPT
Post View Tracking –Is Play Time Over?
1
Ronald Paul, CEO QUISMA GmbH
QUISMA in Brief
Established: 06/2001 Integrated: Subsidiary of GroupM and member of WPP-network Focussed: succesful integrated performance marketing Combined: SEA, SEO, Affiliate-Marketing, Performance Display,
Conversion-Optimization Motivated: >100 qualified employees Organized: Munich, Hamburg, Frankfurt on the Main, Dusseldorf,
Zurich, Vienna
Agenda Affiliate marketing – origin and
development Post click, post view – definitions Guidelines for post view (BVDW) Start of a post view campaign
Set-up Increased potential Evaluation Comparison of all channels Allocation Shared conversions Cookie Runtime
Pitfalls Case Study Summary Q&A
Affiliate Marketing Origin
1994 1996 2000 2010
Affilinet Efficient Reach
Zanox TPVCJ DE
CJ VIP
2005
TKP models until 2000
CPO as risk free alternative
Dotcom bubble bursts
Affiliate Marketing Origin
2007 2008 2009
Layer partners no longer play a major role
Traffic Broker market affiliate programme
Layerhighlight
Post-view
guideline
2010
PV becomes important
part of AM
Affiliate Marketing Development
Aim: Setting the last cookie or many cookies
First affiliates
Most popular partners until today
Content/SEO
Added value for users by savings
Contact to users often already during the decision and order process
Voucher
New opportunities when using product data
Price comparis
on
Remunera-tion turns users into affiliate regular customers
Loyalty/cashback
Attempt to place as many cookies as possible by forced opening of the website
Layer
Recalling of content sites
Use of sites with a strong reach in affiliate marketing
Post view
Post click - Definition
Definition Post click: The post click measurement measures if transactions occurred within a defined period after clicking on an advertising medium. If the user completes a transaction on the site of the merchant within this defined period after clicking, a provision is paid to the publisher.
Post click - Scheme
USER
AFFILIATE
Integration of advertising mediaon own site
SALE
Click cookie?Yes
Affiliate network
Visit Click
Cashback
Click cookie(30 days)
No remuneration
Remuneration
No
Post view - Definition
BVDW definition post view: The post view measurement measures if transactions occurred within a defined period after showing an advertising medium. If the user completes a transaction on the site of the merchant within this defined period after display of the advertising medium, a provision is paid to the publisher.
Post view - Scheme
USER
AFFILIATE
Booking(own affiliate risk)
SALE
Yes
Affiliate network
VisitDirectentry
Cashback
Click cookie(30 days)
No remuneration
Remuneration
No
48hrs
View cookie?
NoClick cookie
(96hrs)PV remuneration
Yes
Click cookie?
Networks
Affiliate networks react on market demand and offer own PV tracking solutions
Now, post view partners are clearly identified
Post view (view through) is mainly not in use in US networks
Post view - Involved parties
Publisher
Buy remaining ranking inventory and market the advertising spaces by means of affiliate programmes at their own risk
The condition for this is post view tracking
BVDW – Guidelines for post view
Determination of framework conditions for
post view
Traffic limitation
Placement
Selection of partners
Remuneration
Advertising media
Cookie runtime
Partners book inventory on third-party sites- Normally, information on every delivery not
possible- Definition of excluded websites
Closed group (only selected partners receive PV authorization)
Individual post view entry conditions must be accepted and signed by every partner
Now, large number of professional partners with a maximum of transparency
Partner selection
Post view – Cookie run time
Cookie tracking analogue click through Click cookie ALWAYS beats view cookie View cookie with shorter run time
Definition of minimum requirements to advertising media: Minimum size of every advertising medium: 234x60 Multi-merchant banner with a maximum of 3 merchants
(mostly logo + text) No reloads and automatic rotations Guaranteed fade-in in visible area Text banner with graphic reference to the relevant
merchant The advertising medium must be clickable
Advertising media
Advertising media
Fade-in in visible area on Top AGOF sites
Development of innovative advertisement forms
e.g. animated multi-merchant banners
Multi-merchant banner with clearly visible logo Support through informative text with many click
options
Remuneration
Traffic broker book CPM inventory at their own risk Remuneration of the media service is made indirectly The provision for post view sales can thus vary from the
provisions normally paid in affiliate marketing Depending on the campaign target, lower or higher
provisions are paid
Placement
Fade-in in visible area Post view cookie may be
placed
Fade-in in the initially non-visible area
Post view cookie may not be placed until the visible area is reached
Made possible by visibility tracking
Possibly used tracking switches require a click during every view
Increased server load on the merchant side Use of a high-traffic landing page in this case obligatory
Traffic upper limits per partner ensure risk-free use of post view tracking
By means of traffic upper limits the maximum number of views can be controlled
Traffic limitation
Define aims Define framework conditions Closing individual contracts with post-view partners (liability!) Monitoring of post view activities
- Are all active partners authorized?- Are the advertising media integrated correctly?- Are traffic limits observed or do they have to be modified?
Monitoring of development of overall sales and channel distribution
QUISMA controls and monitors the post-view activities, maintains direct contact to the partners, controls the cookies of all online activities and provides customized solutions for post-view tracking
Summary
Start of a post-view campaign
Monitoring the activities of the post-view partners
Exclusion of unwanted websites (if required)
Controlling the correct technical integration with the partners
Controlling abuse by unauthorized partners
Post-view set up
Determining the time frame
Determining post-view advertising media
Determining post-view partners
Define framework conditions
Creating a high-traffic landing page, if required
Definition of traffic limitation per partner
Securing correct representation in statistics (e.g. via networks)
Checking the quality of sales per partner
Monitoring the development of the overall sales
Revoking the post-view authorization for partners that are no longer active or unprofitable
Update of advertising media and texts
Observing market changes and taking them into account
Initial considerations During the campaign Optimization
Taking into account the cookie weighting
Adapting the provision arrangements Observing increased advertising
performance
Affiliate programme with PV
EXAMPLE Standard affiliate
Post-view affiliate
Cookie runtime
60 days 5 days
Weighting Click (before view)
View
Provisions 8 EUR 4 EUR
Active partners
1,000 6
Views/month 500,000 15,000,000
Increase potential by PVWithout PV
Direct affiliate
Sales 100 100
Turnover 8,500 EUR 8,500 EUR
CPO 0 EUR 8 EUR
Cost 0 EUR 800 EUR
TOTAL 200 sales/800 EUR cost17,000 EUR turnover
With PV
Direct affiliate Post view
Sales 80 110 40
Turnover 6,800 EUR
9,350 EUR
3,400 EUR
CPO 0 EUR 8 EUR 4 EUR
Cost 0 EUR 880 EUR 160 EUR
TOTAL 230 sales/1,040 EUR cost19,550 EUR turnover
Reducing the provision arrangement for post-view partners in order to reduce CPO
Compensating direct sales losses by means of increased performance in other channels
In absolute terms, an increase of the sales is achieved with CPO remaining the same
Values may vary, thus: individual assessment and adjustment to targets
+30 sales+ 2,550 EUR turnoverCPO for + 30 sales: 8 EUR
Determination of OnTop potential by means of- Comparison of all channels before and after
post-view promotion- Click/view path analysis- A/B test
Deduction: programme-specific settings for provision and cookie run time
Evaluation post-view success
Comparison of all channels
Sales
Months
Sales per Day
15%Sales
Months
Overall SalesSignificant increase of
sales with Post-view
Post-view campaign pushes AM and SEM and other channels, where applicable
Direct sales will decrease Overall sales will increase
Month 1 Month 3 Month 70
500
1,000
1,500
2,000
AM PVDirect Sales SEM
Month 1 Month 70
500
1,000
1,500
2,000
2,500
3,000
3,500
Allocation
Minor decrease in direct sales (approx. 14%) Increase of overall sales and of turnover by approx. 15% Development of overall CPO depends on post view provision
THUS: Adjustment of possible post view provision to maximum overall CPO possible
TOTAL: 2.750 Sales
Revenue: 233.750 EURCPO: 8 EUR
TOTAL: 3.160 Sales
Revenue: 266.900 EURCPO: 8 EUR
SEMn = 750
Direct Sales
n = 1500
Affiliaten = 500
SEM n = 830
Direct Sales
n = 1250
Affiliate n = 620
Post Viewn = 460
55%
18%
27%
14%
26%
20%
40%
Without Post-view
With Post-view
Weighting PV/shared conversions
Post-view partner receives a provision Post-view remuneration only, if not other contact exists Post-view can push other channels -> Determination of correlation
between channels Use of interaction effects of all channels and efficient use of post view Increased brand visibility through “free” display of advertising media
Click path analysis: Evaluation of frequency of individual paths and allocation of weightings of individual contacts. In most cases, several hundreds of combinations.
PV > Affiliate > PV > SEM > PV 20
x
SEM > SEM > PV > SEM200x
PV100x
Cookie run times post view for 7 days post view tracking and “click before view” regulation
Cookie run time post-view
Cookie run times for 30 days post view tracking and without “click before view” regulation
Days
Days
“Click before view” regulation ensures fair allocation of sales In most cases, a short cookie run time of less than 96 hours is
enough
0 1 2 3 4 5 70
100
200
300
400
500
No. Of Sales
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 300
100
200
300
400
500
No. Of Sales
Sales with Postview
Sales without Post-view
Pitfalls
Adjustment of cookie switch
Isolated consideration of post view
Taking into account shared conversions
Control of post view authorization in the network
Partner selection (closed group/entry conditions)
Traffic load (high traffic landing page)
Coordination with existing cooperations (no multiple booking of websites)
Defining adequate sites/contents
Customer with online shop (industry: retail) Peak season: Christmas (December) Addition of post view as online channel in summer 2009
(PV cookie: 4 days – 5 post view partners – standard provision)
Case study
Case study
General increase of sales level in 2009 due to intensive sales measures
Post view integrates as additional advertising channel and supports existing measures
Only minor cannibalisation of direct sales observed
Oct Nov Dec Jan0
100200300400500600700800
Affiliate Postview Direct SalesNewsletter SEO SEM
Oct Nov Dec Jan0
100200300400500600700800
Affiliate Postview Direct SalesNewsletter SEO SEM
2008 2009
Development of the individual channels in 2009 in percentage
Case study
In the peak season high increase in the post-view area compared to affiliate
Advertising pressure through post view and newsletter results in a clear increase also for SEM and SEO still showing effects in the following month
In comparison, affiliate stable channel with low fluctuations
2009 Oct Nov Dec Jan
Affiliate -5% 35% 59% -10%
Post view 3% 33% 146% -40%
Direct -1% 15% 160% -46%
Newsletter 2% 22% 195% -65%
SEO 0% 11% 165% -6%
SEM -1% 4% 98% -2%
Consequences: Post-view has been in constant use since summer 2009 Post-view partners are specifically addressed during the
peak season Development of a maximum advertisement pressure during
the peak season Provision of adequate post-view advertising media for the
online campaign Evaluation of correlations of online channels
Case study
Post-view can result in a general sales increase Additional cost for sales increase must be calculated throughout
all channels Detailed documentation of post-view activities important for
evaluation Success/failure can be clearly proven Use of post-view for a limited period of time possible (e. g. during
seasonal peaks) Cooperation with reliable and professional partners only
Summary
In general it can be said: Not in all cases, post-view does lead to success. Individual
adjustment to the own targets is a mandatory requirement.
Q&A
www.quisma.comwww.twitter.com/twismawww.quisma.com/facebookwww.twoqubes.com
QUISMA GmbH . Rosenheimer Straße 145i . 81671 München . Phone: 089/44 23 82-0
Thank you very much for your attention!