5 Rules for Effective Display Advertising

5 Rules for Effective

Display Advertising

Feb 2012

Apr 10, 2023 Copyright Vizury 2011. All Rights Reserved. 2

Agenda

• About Vizury• About display advertising

1. Establish Accurate & Robust measurement system2. Use Advanced Targeting options3. Optimize Creatives by Experimentation4. Use Retargeting5. Ask for Reports and Insights

Copyright Vizury 2012. All Rights Reserved. 3

About Vizury

• Leading personalised retargeting company in APAC, and expanding into EU

• Founded & run by a team with a strong online advertising background

• Series A funding by leading Venture Capital firms, Ojas & Inventus

• Powered by proprietary technologies for behavioral segmentation, dynamic creatives & data driven response optimization

Feb-2012

RTB RTB

RTB

RTB

RTB


Display advertising

Sold by Hotwire to AT&T in 1994468x60

• Graphical advertising on the WWW• Appears next to content on web pages, IM applications, email, etc.

– Or as pop ups• Typically in standard sizes, expandable ads• Can include text, logos, pictures, animations, audio, interactivity, etc


Display Value Chain

* Source: ADZ presentation at ATS Singapore 2011

Copyright Vizury 2012. All Rights Reserved. 6Feb-2012

Rule 1: Establish Accurate & Robust Measurement system


Baseline incurred & target CPA

Marketing Cost

CPM CPC CPA RPT LR

Cost Per

Thousand

Cost per

Click

Cost per

Acquisition

Revenue per

Transaction

Lifetime

Revenue =

Pro

fit

Rs 50 Rs 12 Rs 600 Rs 150 Rs 750 = Rs 150

Target CPA = Rs 400

Commission / Revenue


Understand what works for your business

Feb-2012


Rule 2: Use Advanced Targeting Options


Targeting – traditional

• Issue: Not possible to pre-identify audience

• Workaround: Placement on portals with high reach or high

likelihood target audience presence

• Result: De-amplification of Voice, Dilution of Ad Spend


Targeting – Audience

• Pre-identify relevant and high quality audience

• Message shown exactly and only to selected audience

• Result: Amplified and more effective messaging, Optimal

Returns on Spend


Rule 3: Optimize Creatives by Experimentation


Optimize your Creatives

• Build great creatives– Highlight your logo– Have a clear call to action– Highlight the offer– Show product snapshots where applicable– Use simple animations where applicable

• Experiment with A/B testing– Call to action messages– Layouts– Colors

• Rotate banners every month

Feb-2012



Rule 4: Use Retargeting


What is Retargeting?

Feb-2012

1. Visitor lands on the Furniture Village website. Researches products; but drops off.

2. Continues browsing other sites. Sees highly personalized/relevant ads of Furniture Village based on behavior.

3. Clicks on the ad and is brought back to the Furniture Village website

Visitor

Advertiser’s Website

Publisher

Copyright Vizury 2012. All Rights Reserved.

Personalised Retargeting Banners

Feb-2012 17

• Typical Use Case– Visitor searched for Apple iPhone 4S on xyz.com– Drops off without buying– Personalized banner created dynamically and displayed on other sites user browses

• Performance Metrics– CTR improves by 5x and Conversion rate improves by 3x

Customized Product Names of last seen and recommended products

Customized Product Image

Recent Prices with discounts offered

Clear call to action takes user directly to transaction page

Relevant discounts/offers to drive higher conversions


Retargeting Best Practices

Feb-2012

• Don’t Overbear or Under-serve– Daily frequency capping– Lifetime frequency capping– Day capping

• Understand your view-through window– Look at 48 hr, 15 day and 30 day view-through windows

• Have an Incredible Network Reach– Ensure you reach the user fast with optimal frequency before intent dilutes

• Selective treatment– Treat shopping cart drop offs differently– Focus more energies on high frequency visitors– Spend more on users coming from search– Have higher impression caps for tier 2 cities


Rule 5: Ask for Reports and Insights


View Through Report – 30 days

Feb-2012


Banner Performance Report

Feb-2012


Recap

1. Establish Accurate & Robust

Measurement

2. Use Advanced Targeting Options

3. Optimize Creatives by Experimentation

4. Use Retargeting

5. Ask for Reports & InsightsFeb-2012

Thank You

Gourav [email protected]

+91 99163 27821

mailto:[email protected]

Technology

5 Rules for Effective Display Advertising