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Online AdvertisingEssential to the Media Mix
Online advertising
• Understanding Media• Effective Creative• Innovative Creative Strategies
Understanding the Media
• Display Ads are the fastest growing advertising vehicle• 66% of all Internet users would click on more online ads
if they were better targeted to them
Source: “TNS Media Intelligence Reports U.S. Advertising Expenditures Declined 1.7 Percent in First Nine Months of 2008 ,” TNS Media Intelligence Press Release, Dec. 11, 2008. Note TNS does not track search advertising revenue. URL: http://www.tns mi.com/news/12112008.htm‐
Research: NHS Ad Click Rates
Series1-0.01
0.09
0.19
0.29
0.39
0.49
0.59
0.69
0.79
0.89
0.99
Industry Average 0.10 NHS Average
0.22
NHS Top Qartile0.35
Top Campaigns0.992x
AboveIndustryNorm!
“Recent research conducted by comScore on behalf of Starcom and Tacoda showed that average clickrates on display ads in 2008 were less than 0.1%.” Whither the Click?, comScore, published Dec 4, 2008
Highly Targeted Advertising
• Consumers are actively searching for a new home.
– 46% of visitors to NHS are specifically looking for a new home.
• Geotargeted to were consumers searching
– 50% of NHS traffic is from people relocating.
• Enhance NHS listings– Banners brand listings and add
more details.
Measuring Effectiveness• Creative is more important than position• Clicks are proportional to impressions served
– Even small campaigns can be successful!• CTR correlates with frequency of delivery
Measuring Effectiveness• Effective beyond the click
Lift in Site Reach and Brand SearchesFollowing Online Ad Exposure
Brand Search, 52%
Brand Search, 46%
Brand Search, 40%
Brand Search, 38%
Lift in Visits, 65%
Lift in Visits, 46%
Lift in Visits, 49%
Lift in Visits, 54%
0% 20% 40% 60% 80%
Week Follow ing
1-2 Weeks
1-3 Weeks
1-4 Weeks
“Recent research conducted by comScore on behalf of Starcom and Tacoda showed that average clickrates on display ads in 2008 were less than 0.1%.” Whither the Click?, comScore, published Dec 4, 2008
Effective Creative CampaignsCampaigns averaging a .35CTR or better.
Top Campaigns
• Narrow and refine the consumer’s search• Promote the community• Manage consumer’s expectations• Have relevant landing pages• Include a price point/range
Innovative Creative Strategies
Complementary Creative
Complementary Creative
Video
Video
Innovative Creative Strategies
• Complementary Campaigns– (Community, Quick Move In, Promotion, Price, Green Building, Awards)
• Enhance Community listings• Sequential Placement• Video Banners• Rich Media (ISAT)• Ad Burner
(ISAT) (Ad Burner)
ContactThane TennisonAdvertising Operations MangerBuilder Homesite
Email: [email protected]: 512-665-8903Twitter: t_tennison
Volume pricing available for Consortium Members.
