Matiro case study at ATS Paris 2012
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The case study that Matiro presented at ATS Paris 2012, featuring ad viewability optimisation and some new insights into post view attribution
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Matiro case study at ATS Paris 2012
- 1. Using ad visibility and comprehensive impact measurement to achieve direct response success
- 2. Leverage ad visibility tracking for optimisation Step 1 Define the thresholds Branding Direct Response ALENTY benchmarks and studies Ad not seen Ad seen a few Ad seen more Ad not seen Ad seen a few Ad seen more seconds than 10 seconds seconds than 10 seconds Low Mid High 1-7 sec 7-13 sec >13 sec 80% 80% 80%
- 3. Leverage ad visibility tracking for optimisation Step 2 Analyse by site domain and ad format eg. lemonde.fr / 728x90 Step 3 Exclude low/no-visibility clusters
- 4. Leverage ad visibility tracking for optimisation Step 4 Enjoy the results, 2 weeks later Case study details: Vertical: financial services Timing: Sept/Oct 2012 Volume: 21 million impressions
- 5. This helped optimise the conversion rate across the entire purchase funnel Landing Step 1 Step 2 Conversion page Conversion +42% +15% +26% +10% rate lift
- 6. (Properly attributed) post-view response turned out to generate the highest conversion rate Post-view 6 676 response Landing page Step 1 Step 2 Conversion x4,6 x3750 x7 Post-click 2 591 response Landing page Step 1 Step 2 Conversion
- 7. thank you! yann le roux MATIRO yleroux@matiro.com