May 82014

Video: How to Measure the Value of Display Campaigns

Please watch this companion piece to our Dossier 5.1 article that discusses how marketers can best determine the effectiveness of display programs. I would love to hear your thoughts and questions in the comments below. Thanks for tuning in!




Michelle Ulizio:  Hi, I am Michelle Ulizio, RKG's Display Product Manager, and here today to
talk about what else but display and how advertisers can start
understanding how display is driving conversions for their media mix.

With the advent of real-time bidding, ad exchanges, improved tracking
capabilities, and all the other pieces that make up the complex web of the
online display landscape, advertisers are warming up to expand their reach
and start using online display to drive demand where print, TV, and other
offline mediums previously contributed.

However, this has sparked a whole new set of questions that marketers
needed to answer. If new customers looked so much like our existing
customers, wouldn't they make it to our site anyways? If they made it to
our site, wouldn't they come back and purchase on their own? What do I make
of all these view-through conversions?

Well, there is a test for that, actually two, both designed to help answer
those questions so that we can understand the impact of a display campaign
and also point to the right attribution for those view-through conversions.

Whether running a PSA test, which is a public service announcement test, or
a hold-out test, you will have a control group that isn't exposed to your
campaign and a test group that will be shown your ads. It's important to
note that at the end of the experiment, your test group will have click-
driven orders, orders that can be directly credited to your campaign
because the customer clicked your branded ad and then placed an order. But,
also, you'll have view-through conversions where the shopper saw an ad, did
not click, but navigated back to the site on their own through direct load
or another medium and then purchased.

Obviously, those who clicked and converted were influenced by our campaign.
But to understand the impact of the view-based orders, we'll compare them
to the control group and see how many more people were exposed to our brand
ad and converted versus those who did not see our ad or saw instead a
public service announcement banner and instantly made it back to our site
to convert.

In our experience, when you're evaluating the impact for retargeting
campaigns, you'll have in the ballpark of a 5% to 15% lift in conversions.
Whereas when you're prospecting and going after new customers, you can see
a 20% to 50% lift. It is important to determine these results for each
campaign so that you can give direction to your budget allocations across
your display media mix and have a more accurately presented value of your display
campaigns as a whole.

There are many other ways to think about online attribution as a whole, but
hopefully we have been able to help lay the foundation to help you as
advertisers understand the value of your performance-based display campaign
and also see the benefits of how that display campaign is impacting your
overall marketing mix.

For more information, feel free to read the full article on the most recent
edition of RKG's Dossier. Thanks and we'll see you next time.


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