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Is Display Advertising Still a Healthy Form of Marketing?

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Rise Interactive shares a recent test performed with Miami Children's Hospital to determine the effectiveness of display advertising in today's digital marketing.

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Is Display Advertising Still a Healthy Form of Marketing?

  1. 1. IS DISPLAY ADVERTISING STILL A HEALTHY FORM OF Brought to you by: fiS¢‘ IHEGCOCHVG
  2. 2. ‘ There is a lot of industry chatter around the impact of display advertising. Does display advertising work Are consumers impacted even if they don’t click on ads? Is there value in view—through conversions rise interactive
  3. 3. DIRECT MARKETING PURISTS ARGUE THAT DISPLAY ADS DON’T WORK because click rates can be relatively low and click conversions are infrequent. So they must not have an impact, right? rise interactive
  4. 4. But, what about those people who are exposed to banner ads or pre-roll video without clicking and then take action thereafter (also known as a view-through conversion)? Should the ad get any credit for the action? rise interactive
  5. 5. We decided to run a test to find out: We selected an audience and split it into two groups — one that was exposed to a real display ad (exposed group) and one that was served a fake ad (control group). rise} interactive
  6. 6. WE MEASURED: The rate at which people in the Y D U CONTROL GROUP °”“'“5V9" subsequently converted “ME The rate at which people in the EXPOSED GROUP subsequently converted rise interactive
  7. 7. IS‘ THE HYPDTHESIS THOSE IN THE EXPOSED GROUP AND THOSE IN THE CONTROL GROUP WOULD CONVERT AT THE SAME RATE rise interactive
  8. 8. We selected the same ~ . targeting parameters Geographm for both groups 090 Behavioral Q Q "I Contextual rise interactive
  9. 9. then randomly split them into 2 gr ups . . -fi: ~'%"'. ~’Pw’l Ex’: -'fI‘i . ‘.l. l.IlF‘l‘l7E‘ lIflIIF‘lr‘lii 1t 5 I. it‘ Nationally Ranked C_ARDlOLO(i-‘V Ill-‘I’ IL‘ Hf, I It-fir‘ t. :l“'
  10. 10. we If to CAN PREVENT WILDFIRES. 1 Wlilli CONTROL GROUP No one clicked on the ad and converted, of course, because the ad would take users to a page for the Public Service Announcement. However. a small number of people that saw the ad converted and were counted as view-through conversions for the control group. llrgr‘ ( ; :‘, Il.
  11. 11. EXPOSED GROUP A small % of the audience actually clicked, but many people exposed did convert. Those people were counted as view-through conversions for the exposed group. CARDIOLOGY VISIT US rise interactive
  12. 12. MORE CONVERSIONS '. 'r$; l; i('. l|l; lr: Il'. .: I-, ‘ iI; r;; ; lit’-l r: .‘n: li'I: .e lll: Miami Children's Hospital display ad. e if ll*«'. ¢ Nationally Ranked CARDIO LOG)’
  13. 13. ++-I- Additionally, the brand was able to establish a cost of incremental action. This allowed it to decide whether or not display advertising was worth the investment. in this case, the brand could choose to either: rise interactive
  14. 14. Not spend on display advertising (control), in which case they will still get some leads. rise interactive
  15. 15. ' Z I f T 1 1 1 1 I 1 I X j T X j ‘ I I I I I I I I Spend on display advertising knowing exactly what the cost-per-action 6 was and decide if it was worth it. For Miami Children's Hospital, the investment was justified and display advertising proved to be a healthy marketing channel. I I I I I I ' I rise interactive
  16. 16. THE CONCLUSION With statistical significance, the test showed that the rate of conversion for those exposed to the brand’s ad was higher than the control. rise interactive
  17. 17. - If you can properly account for view-through conversions, you can better assess the value of your display advertising program. This will help you determine if it's the right investment for you. rise interactive
  18. 18. To get the most out of your display campaigns, make sure you: implement advanced I t _ Set clear goals ta'9°“"9 I? "V93 '" Measure personalization I°3t| _"9 the impact techniques optimization @- AB % rise interactive
  19. 19. rjjjjjjjjjjjjjjjfl Thank You For more information on display advertising, and for any other digital marketing and analytics questions, please visit www. riseinteractive. com or email us at info@riseinteractive. com. sign up for our free monthly eMagazine, Burst. I I I I I To stay informed on digital marketing topics and trends, I I I ’@riseinteractive I I rise interactive

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