May 11, 2015
Display advertising…is it relevant to me?
• “Advertisers now question the performance of display ads more as Internet users train themselves to avoid such marketing.”
• Alistair Barr & Poornima Gupta. July 2012. Reuters.com
• “Banner Ad’s Creators Dismayed By Its Current State”.• Brian Morrissey. April 2013. Digiday.com
“Your banner ad needs to be clever…” Bill Clausen, April 2013, AT&T
Display advertising…is it relevant to me?
Common Errors
• Lacks branding
Common Errors
• Content isn’tapplicable
12 de abril de 2023 CORPORATE 6
Common Errors
• Irrelevant targeting
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Contextually relevant
Frequency capping
• Branding and results
• Post view/click pixels
• Clear call to action
High impact units
High impact units
Retargeting
Results: Bingo client, Spain, Creafi Online Media (May 2013)
Click rate (%) Conversion Rate (%)0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
1.80%
2.00%
3096593 Run of network. Re-targeting
4276407 Run of channel
In-banner video
• Better branding
• Simular results
• Equivalent pricing
Navigating mobile…
• Take advantage of non-mobile optimized sites
Navigating mobile…
• Don’t advertise on a mobile optimized site with a non optimized landing page
Navigating mobile…
In Summary…
• Display = branding + results
• Play with campaigns CPM/CPC: Above the fold CPM, below the fold CPC, frequency capping on CPM, free branding on CPC .
• Simular content = better results, better branding
• Make the call to action clear
• Utilize retargeting and behavioural marketing options
• Display also includes in-banner video
• Mobile: Take advantage of non-mobile optimized sites,
Crazy4Media Group
Revenue in 2012 was more than 15.000.000€.
• Creafi Online Media: Online Display, Mobile and Video
• Froggie: Mobile Marketing
• Viyoi.tv: Video consulting firm
Our clients include:
o Microsoft
o Yahoo!
o Vivaki
o GroupM
o Ad Pepper
o Ticket Restaurant
Thank you!
Tom HorseySenior Partner, The Crazy4Media Group
[email protected]://www.linkedin.com/in/tomhorsey