Webinar Display advertising secrets for scale

Display Advertising
Secrets for Scale
June 15, 2016
Michael O’Connell
Marketing at Quantcast
WEBINAR

Topics
• How to use programmatic advertising to reach more of
your audience online
• How to use data effectively to identify the right targets
• How to target your audience throughout the customer
journey
• How to maximize creative for your ad campaigns

MEASURE Quantcast ADVERTISE
We help you advertise to
your ideal target audience
with customized solutions
for every partner.

The Marketer’s Dilemma:
© 2016 Quantcast Confidential
How do I reach more of the right targets with
consistent results?

Target users based on
characteristics such as browsing
behavior or interests across
unlimited online inventory, in
real-time.

Programmatic is a ‘must-have’

Key drivers of growth
TARGETING
ACCURACY
EFFICIENCY &
EFFECTIVENESS
REACH &
SCALE
MEASUREMENT &
OPTIMIZATION

Source: 2016 Internet Trends — Kleiner Perkins Caufield Byers
Advertisers still reliant on traditional media

KQED significantly grew
its donor base and 50%
of these new donors were
driven by Quantcast.
It maximized acquisition
performance across all
display and saw a 7:1
ROAS.
KQED secures more contributing members with
programmatic + traditional advertising
11

How to leverage Programmatic
• Set your objectives and KPIs
• Find a media buying partner with access to ad exchange inventory
• Leverage machine learning technology to help you make real-time
decisions and optimizations – to inform choices humans can’t do at
scale
• Big data to feed the machines
• Test, measure and optimize

2. Harness the power of your
data

Data - The ‘special sauce’ for targeting
2ND PARTY

Those We Know vs. Those We’ve Yet to
Meet
1ST PARTY
2ND PARTY
3RD PARTY

1st Party Data
Who Owns It?
How Is It Used?
How Is It
Collected?
Advantages
1st party data is created and collected by the advertiser or publisher.
Primarily used for direct targeting, such as remarketing, retargeting or upselling
existing customers.
Data is collected via pixels placed on the advertiser’s or publisher’s site. This can
include site registrations / logins, social media interaction, and participation in
surveys.
Closest to the source, with little to no latency between collection and analysis /
action.

2nd Party Data
Who Owns It?
How Is It Used?
How Is It
Collected?
Advantages
Owned by the source, but shared directly with another party in exclusive
agreements.
Primarily used for direct targeting, such as remarketing or retargeting.
Same process as 1st party data, but now shared directly with another partner, like
a publisher, advertiser or DMP.
Competitive advantage over 3rd party data because of the exclusive nature.

3rd Party Data
Who Owns It?
How Is It Used?
How Is It
Collected?
Advantages
Owned by the source and shared with outside partners
Data is used for audience measurement and targeting by digital marketers.
Data is collected from the source and distributed out to other partners in non-
exclusive agreements.
Easy to acquire because it’s collected by many parties and readily available for
purchase in the marketplace.

The power of real-time data at work

How to use data effectively
• When selecting the type of data to use, it’s best to start with what your
campaign goals are.
• Select the right solution provider. Some questions to ask:
1. What unique data sources do you have access to?
2. How often is your data refreshed?
3. How is your data modeled?
4. Do you have proof of the accuracy of your data?
5. What additional insights can your data provide?

Direct Response campaigns
work best where the brand is
already strong

The Marketer’s Funnel
AWARENESS
PREFERENCE
CONSIDERATION
PURCHASE
LOYALTY
BRAND
DIRECT RESPONSE

• WORKS TO GROW THE DEMAND POOL
• LEADS TO CHANGES IN BEHAVIOR OVER LONGER
PERIODS OF TIME
• Lower cost per acquisition
• Increase in conversion rates
• Increase in base sales
• DRIVES MORE SUSTAINED BRAND LOYALTY THROUGH
POSITIVE PERCEPTION CHANGE
Filling in the upper funnel is critical for scale
25
© 2016 Quantcast

Brand & Direct Response work best together
© 2016 Quantcast
26
AWARENESS
PREFERENCE
CONSIDERATION
PURCHASE
LOYALTY
BUILD BRAND
AWARENESS &
AFFINITY TO
BOOST DIRECT
RESPONSE
EFFECTIVENESS

DIRECT RESPONSE
Drives incrementality and business growth
CPA
(sales, new customers, registrations,
etc.)
ROI/ROAS
Volume of Sales/Actions
How effective and efficient was my
partner at driving a particular action?
How much gross revenue was
generated for every dollar spent on
advertising?
What was the absolute volume of
sales or actions that occurred as a
result of my campaign?
Both Brand and DR campaigns have
unique forms of measuring success
(though ultimately, both impact the bottom line)
© 2016 Quantcast
27

BRAND
Generate awareness and preferance
of new customers
Awareness Brand Consideration Purchase Intent Brand Perceptions
Did advertising make your
target audience aware of
your brand
(aided/unaided)?
Are people more likely to
consider/prefer your brand after
seeing your ad?
Are those who saw
your ad more likely to
purchase?
What is the sentiment
around your brand for those
who saw the ad vs. those
who didn’t?
Both Brand and DR campaigns have
unique forms of measuring success
(though ultimately, both impact the bottom line)
© 2016 Quantcast
28

4x increase in conversion rate of DR ads to
people who also saw the Brand ad
TOTAL EXPOSED TO EACH CAMPAIGN CONVERSION RATE OF EACH GROUP
© 2016 Quantcast
29
4x
Lift in
conversion
rateDR only:
200M
BR + DR:
11.6M
BR only:
20.2M
SOURCE: QUANTCAST INTERNAL DATA

How to target the full funnel
•Use always on Direct Response Campaigns
•Run Brand Campaigns in Strategic Bursts to fill the Demand Pool
•Measure brand and DR campaigns according to the proper metrics
•Use appropriate creative for each tactic

You can’t drive scale if your ads
aren’t performing

• Put the product in the headline.
• Make sure your value prop is easy to
read and simple.
• Ensure your logo is prominent and
consistent.
DIRECT RESPONSE
Tips for high performance ads

DIRECT RESPONSE
• Use contrasting colors help the button
stand out. Your CTA should be
prominent and clear.
• Include brand imagery and clear
images of your product.
• Use colorful, eye-catching
background colors.

BRAND ADS
• Utilize a single message / value prop
• Ensure logo is prominent and persistent on all
frames
• Emotionally engage your audience
• Reinforce consistent brand strategy
• Make it aesthetically appealing!
• Stick to one distinct goal or CTA in your ad
• Simplify to help absorb core brand message

How to use creative effectively
• Brief your designers with best practices and guidelines.
• Provide all the standard and additional ad sizes to increase available
inventory.
• Run two sets of creative executions at the same time to allow you to
compare the two in market.
• Use Focus Groups to test your creative.
• Align creative messaging with your target audience.

Creative Resources
• IAB Display Advertising Guidelines
• Moat Ad Search
• Self service banner design tools
• Bannersnack
• Flexitive
• Bannerflow

1. Programmatic Advertising. Find your audience across the online ad
exchange and get in front of them at the right time, right place.
2. The right data. Align your data inputs to your campaign goal
3. A balanced funnel. Feed your funnel with brand campaigns for more
effective direct response goals
4. Creative that works.
Reach more of the right targets online with consistent
results with…
The Marketer’s Solution

Thank You!
Questions?
Contact:
moconnell@quantcast.com

Webinar Display advertising secrets for scale

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