► Series #4 - Performance Advertising

1. FIRST Digital Leadership Series
Series #4 – Performance Advertising

2. 22 Key Insights From FIRST
Performance Advertising

3. Performance Advertising
 Nice little case study where GDN and GDN remarketing was used to drive up total traffic and conversion volumes for a
search campaign that required tight geographic targeting. (Source: ppchero.com)
 What if you took the first ever banner ad from 1994 (AT&T running on Wired) and ran that same ad on the Google Display
Network today, how would it perform? – What a geeky idea, we love it! And interesting results, too. (Source: p.barker.dj)
 Retargeting by cookieID or email is coming to Twitter. (Source: venturebeat.com)
 One reason why DSP’s really don’t add that much value (or why its best to focus on performance and results).
(Source: adweek.com)
 Dynamic remarketing is dynamite for e-com stores, and is only available in Adwords if your shopping feed is sorted, via
Merchant Center. Here’s a good primer. (Source: practicalecommerce.com)
 The time has come for Facebook user harvesting/monetisation: Retargeted FBX ads now available in the newsfeed…
(Source: venturebeat.com)
 OK so what does 1.8 trillion impressions equal in $ ad spend at, let’s say, $5 CPM..? Scary. (Source: m.clickz.com)
 GDN just got a serious global boost in available impressions. (Source: marketingland.com)
 YouTube paid channel subscriptions may be coming soon – $1 to $5 / month. (Source: venturebeat.com)
 Average non-brand Google Product Listing Ads (PLAs) comparison to standard AdWords ads: For a 13% increase in CPC,
advertiser yield on PLAs is much greater; a 241% better CTR, 59% higher conversion rate and an overall increase in ROI
of 18%. (Source: searchengineland.com)
 eMarketer: RTB to account for nearly a third of total digital display ad spend by 2017 (US). (Source: emarketer.com)
 Bringing commercial context to acquisition marketing: Consider channel budget allocation based on traffic volume, quality
and most importantly, business value. (Source: smartinsights.com)
 Nice way to optimise yield automatically though we suspect if publisher uptake of this feature isn’t as high as expected,
Google will lock this down as a more automatic feature “Click here to activate yield optimiser and start running auto-
experiments”. After all, eCPM is what makes the world go around, especially for Google! (Source: adsense.blogspot.co.nz)

4. Performance Advertising
 Marin survey finds “important to help achieve business goals”: Paid search (78%), audience buying (73%), retargeting
(68%), contextual display (65%)…but only 30% ranked “ads on social networks like Facebook” as important.
(Source: marketingcharts.com)
 Need to reach a gaming geek audience? Try targeting the YouTube Polaris channel via managed placements.
(Source: reelseo.com)
 Given we’re now all staring at eye-facing phone cameras, it’s unavoidable really that we’ll soon be measuring how many
people *actually saw* our ads. But some sort of response measure is probably a better way to quantify effectiveness.
Blinking? (Source: searchenginejournal.com)
 Amazon is much less competitive in markets where they don’t have a local presence. But consumers still use it as
reference point for pricing and reviews. Now, imagine being able to retarget users against their Amazon view/browse/add-
to-basket/buy profile! (Source: www.linkedin.com)
 Much like TrueView for YouTube, Active View will benefit both publishers and advertisers in the long term. Ads that are
actually “seen” (50% for 1 sec+, IAB) are obviously more useful than those that are not. (Source: clickz.com)
 Rewarding an advertiser’s product relevancy for searches with commercial intent has got to be a good thing.
(Source: practicalecommerce.com)
 Obviously you would use both but when it comes to volume, Google wins. The difference in CR will be one to watch,
bearing in mind Amazon has access to transaction history for logged-in users. (Source: smartinsights.com)
 Google has started their assault on Alibaba.com. (Source: searchenginewatch.com)
 Apparently consumers are 27 times more likely to engage with video ads compared to (non-video) banners?
(Source: cmo.com)

5. Contact Us
Geetu Mehta
Account Director
Level 5, 55 Anzac Ave
Auckland, NZ
Ph 09 920 1740
geetu.mehta@firstdigital.co.nz
www.FIRSTdigital.co.nz