2. The Post Click
Challenge…
90% of all display conversions
will take place from ‘view-
through’
Only 10% from ‘post-click’
90% 10%
3. GAIN INSIGHT
and better understand
Your data & audience
RAISE BRAND
AWARENESS
and widen
the funnel
PROSPECT
and find new
customers
RETARGET
AND CONVERT
more of your
existing customers
Rise of Programmatic Calls
for Different Approach
14. The PSA A/B
Split Test
A. Client's Ad
B. PSA Ad $10,000
Post-
impression
revenue
$50,000
Post-
impression
revenue
Calculate incremental revenue
= 100 -
PSA Ad
Client's Ad
= 100 - X 100
$10,000
$50,000
= 80% lift
X 100
The measurement methodology…
15. View-Through
Examples
A large, well-known brand retailer…
Prospecting for
new customers
27% Site retargeting
existing prospects
13% Site retargeting
existing customers
8%
16. View-Through
Examples
A small, unknown travel brand…
Prospecting for
new customers
93% Site retargeting
existing prospects
70% Site retargeting
existing customers
24%