Display Flashcards
What do Ad Verification Partners do?
Check for:
Fraud
Brand Safety
Viewability
Ad Exchange
technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks in real time. Prices for the inventory are often determined through bidding.
The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory.
Generic Display Process
- Identify objectives & Success Metrics
- Audiences
- Targeting and Formats
- Buying Models
- Measurement
what who how how measure
Identify Objectives and Success Metrics
Number: 1
Meaning: What is the response we’re looking for in our audience, and how best to drive it? An objective
should tie back to the purchase funnel so it is perfectly clear what the brand is trying to achieve,
and how the digital ad will help achieve this
Determine what you are trying to achieve and how you will measure it.
Audiences
Number: 2
Meaning:
Who are we trying to reach, what channels do they use; and how, where, and when do we need to
connect with them?
Formats & Targeting
Number: 3.
Meaning: What is the best creative potential and message impact; how do we limit wastage and talk exclusively to our target audience?
Display Process - Buying Models
Number 4:
What is the best buying model by format?
Basic Marketing Funnel
- Awareness
- Understanding
- Consideration
- Purchase
Marketing Funnel - Awareness
Position: 1
Meaning: During this stage, people learn who you are.
eg PRIMARY METRIC
Reach and Frequency
Viewability Rates
eg SECONDARY METRIC
CTR
Cost per unique
• Primary metric may include reach and frequency objectives for a specific target audience.
• Viewability may be a specific goal, and metrics such as cost per unique or cost per completed
video view may be used as the media transaction, or as the optimisation metric. It describes how
many times your ad had the chance to be seen.
• Some secondary metrics could be click through rate (CTR) or cost per unique audience.
Marketing Funnel - Understanding
Position: 2
Meaning: Understanding and Consideration - once they are aware
of your product/brand/company, this stage is where
they decide to find out whether your product or service
is the right fit, and gathers the last bit of information
eg PRIMARY METRIC
Volume of interactions
Video views
eg SECONDARY METRIC
CPC
Cost per completed view
- Primary - Measuring interaction which could be a LIKE on social or a click on a rich media banner.
- Secondary metrics could be cost-related such as cost per click or cost per completed view.
Marketing Funnel - Consideration
Position: 3
Meaning: Understanding and Consideration - once they are aware
of your product/brand/company, this stage is where
they decide to find out whether your product or service
is the right fit, and gathers the last bit of information
eg PRIMARY METRIC
Search engine uplift (engagement mapping)
BRand uplift/research
eg SECONDARY METRIC
Cost per engagement (social)
• Primary - in the context of display media, a rich media format can include a range of functionality
which allows the customer to participate with the brand. By engaging with the ad, a certain level of
consideration can be assumed through the time spent and engagement metrics.
• Search engine uplift could be where a TV ad is aired on broadcast TV and you monitor how many
searches came up for your brand term that evening and the following day.
• You could also use brand uplift or research studies to see brand favourability or consideration of
intent to purchase.
• A secondary metric would be cost per engagement (CPE) through social media channels.
Marketing Funnel - Purchase
Position: 4
Meaning: Deciding to buy and finally becoming a customer
eg PRIMARY METRIC
CPA (cost per acuisition)
ROAS (return on ad spend)
ROI (return on investement)
eg SECONDARY METRIC
CPL (cost per lead)
• Primary - for example: cost per acquisition (CPA) or cost per lead (CPL). It may include an online
sale, registration or call to a call centre.
• Essentially any conversion that took place as a direct result of the online ad.
• Some advertisers are also interested in measuring Return on Advertising Spend (ROAS), which
directly compares revenue generated to (online) advertising spend. Also known as return on
investment (ROI).
• This is more relevant to advertisers who sell their services or products online and should be
measured while considering the attribution of channels that lead to that conversion i.e. Last click
may not necessarily have been the main driver of that sale.
• For example someone may have clicked on a display ad to find out more information, however, the
same person then sees the ad in a magazine which drives the sale. In this instance it is difficult to
solely attribute the success to digital advertising.
Media Objectives
- Awareness (e.g. impressions, reach)
- CTR (e.g. clicks)
- Viewability
- Sales
- Brand affinity
Audience Measurement Tools
- Audience Insights - Cross-platform audience insight surveys.
examples: emma, neilsen, roy morgan research
2 Ratings and Traffic -
a) Panel Data measuring key traffic and demographic metrics
b) Site analytics to understand and define audiences
examples: neilsen, oztram, facebook insights, google, youtube
3. Competitive - Tool for monitoring digital advertising across all devices
examples: pathmatics, neilsen
Ratings and Traffic - Audience Insights
• Create reports that rank the top websites by unique audience, time spent and sessions etc. this will
help in identifying the top reaching sites for your target audience
• Build reports that show websites visited by a particular demographic as well as ones that show a
website’s traffic across daily, weekly and monthly time periods.
Ratings and Traffic - Panel Data
Panel data measures key traffic and demographic metrics.
• Nielsen who provides comprehensive reporting on video-streaming by demographics and by site,
including session times and video numbers.
• Multiscreen reporting helps determine where to find your audiences and provides insight into their
online video behavior.
• The Connected Consumers report helps understand device usage relevant for your target audiences.
• Nielsen Digital Ratings provides campaign data to validate in-target viewing and is often used for
video given the relative costs for inventory.
• OzTAM – Useful source to learn about TV ratings and how they work alongside video.
