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Achieving Higher ROI via Online Display Advertising

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by

Arshad Rahman

on 23 April 2013

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Transcript of Achieving Higher ROI via Online Display Advertising

ACHIEVING HIGHER ROI VIA ONLINE DISPLAY ADVERTISING X X X X X X X X X X X X X X X X X X X X X Example
Brand: Automotive
TA: Male, 25-35, First jobbers, SEC B
Message: Test drive at our showroom in Bali MEDIA BUYING EXECUTION EFFICIENCY 1 Reservation buying Tech
performance-based payment models
channel targeting
geo targeting
time targeting
re-targeting
multi-creative
frequency capping Example
Brand: F&B
TA: M/F, 21-29, Young executives, SEC B/C
Message: Lunch promotion for online orders in Jakarta CHANNEL targeting X X X X X X X X X X X X X X X X X X X X X Example
Brand: F&B
TA: M/F, 21-29, Young executives, SEC B/C
Message: Lunch promotion for online orders in Jakarta GEO targeting X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X = Audiences outside Jakarta Example
Brand: F&B
TA: M/F, 21-29, Young executives, SEC B/C
Message: Lunch promotion for online orders in Jakarta TIME targeting X X X X X X X X X X X X X = Audiences outside the 10am-2pm period. X X X X X X X X Brand Website RE targeting FREQUENCY
capping Example
Brand: F&B
TA: M/F, 21-29, Young executives, SEC B/C
Message: Lunch promotion for online orders in Jakarta DEMOGRAPHICS CREATIVE EXECUTION EFFECTIVENESS 2 Impression #1 Impression #2 Impression #3 creative X creative Y creative Z MULTI
creative X I'll pay $1! I'll pay $3! I'll pay $2! sold! - $3 $1.09 $1.51 $0.72 $3.24 $1.17 $2.56 $1.35 $2.06 $0.98 $0.55 $50.00 DMP Example
Brand: Electronics
TA: M, 15-24, Students, SEC B/C/D
Message: New affordable smart phone model launch in Bangkok highlighting social & game apps Visits gadgets/technology-related websites 8x/month
Visits online deal sites 4x/month
Spends over 10 minutes per visit on gaming websites
Spends over 2 hours on social networking sites per month
Surfs regularly online from Bangkok in the afternoon Visits gaming websites 4x/month
Spends over 1 hour on social networking sites per month
Surfs regularly online from Bangkok at night $$$ Brand website traffic >> INVESTMENT RETURN CTR 0.1% $$$ Brand website INVESTMENT RETURN Advertiser Not just an "ad",
but an "app". “Tell me and I’ll forget;
show me and I may remember;
involve me and I’ll understand.”

- Chinese Proverb. ad >> app Advertiser ROI = 1 x engagement > Cost Per Engagement CPE lightbox ad Demos http://network.innity.com/2012/ Lightbox v2.0: HTML5 RETURN
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