Welcome to the Display Advertising Webinar Learn How Display Can Impact Your Search Business Follow us on Twitter @MSAdvertising Follow this webinar #msdisplaywebinar
Welcome to the Display Advertising Webinar Learn How Display Can Impact Your Search Business Follow us on Twitter @MSAdvertising Follow this webinar #msdisplaywebinar.
Dec 29, 2015
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Welcome to the Display Advertising WebinarLearn How Display Can Impact Your Search Business
Follow us on Twitter @MSAdvertising
Follow this webinar #msdisplaywebinar
Explore online advertising solutions beyond search and learn how you can expand your online reach with display advertising.
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Speaker: Mel Carson,
Microsoft Advertising Community Manager
Host: Lauren Taft-McPhee,SMB Marketing Communications Manager
Display Advertising
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The fastest growing value segment in the advertising world.
Most analyst projections suggest the growth rate in nearly all other forms of online advertising is accelerating fasterthan search.
Now is a great time to get in the gamewith display advertising.
Sources: eMarketer, November 2010. Forrester Research Interactive Advertising Forecast, April 2009.
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You can simply and efficiently add display to your advertising mix with the power of the Microsoft Advertising brand properties and the Microsoft Media Network.
Display advertising can work foryour business.
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Search vs. Display
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Search Display
Keyword Driven Site Driven
Text Ad Creative Image Ad Creative
SERP Placement
Limited Product Offerings (search, content ads)
Diverse Product Offerings(standard, rich media, video)
CPC Pricing (adCenter) CPM/CPC/CPA Pricing
Basic Targeting (Demo, Geo, Day-Parting, Site Exclusion, Device)
Robust Targeting (Behavioral, Remessaging)
Annie Lee (SEATTLE)
Sorry, I had to update this slide based on a webinar I watched this morning. I'd really like to highlight display vs. search clearly so that it is clear for the audience.
See potential improved results when using strategies that combine multiple advertising channels.
Improve your online advertising strategy
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Display ads 101: Choosing your strategy
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Ad Network Reserved Display
Inventory Semi-blind network Performance-based traffic
Reserved inventory Guaranteed traffic
Pricing
Cost per one thousand impressions (CPM)
Cost per click (CPC) Cost per acquisition (CPA)
CPM
Microsoft Advertising Product Offerings
Microsoft Media Network
Microsoft-owned and operated properties, and third-party publishers
Microsoft Brandsand Premium Packages
Microsoft-owned and operated properties (i.e.. MSN Money), partner properties (i.e.. FOXSports.com)
Source: comScore Media Metrix, October 2010.
Effective creative
Precise targeting
Reporting analysis
Ingredientsfor success
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Worldwide, average annual click-through rates have been steady for two years.
The results don’t stop at clicks: 20.4% of conversions are the result of a click, and 79.6% are the result of viewing a banner ad but not clicking on it.
Measuring success with display ads
Sources: “Have Click Rates Finally Stopped Declining?” eMarketer, November 2010. “Standard Banners—Non Standard Results.” MediaMind, provided to eMarketer, November 2010.
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You have valuable insightsfrom your search and content campaigns that can help you hit the ground running with display advertising.
Knowing ishalf the battle.
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Remessaging: Say goodbye to lost conversions.
Source: “When Money Moves to Digital, Where Should It Go?” comScore and ValueClick Media, September 2010.
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Website visitation lift within four weeks of ad exposure for U.S. online ad campaigns* by media placement strategy, March 2010
Note: *excludes online video, mobile or social media campaigns
Branded search lift within four weeks of ad exposure for U.S. online ad campaigns* by media placement strategy, March 2010
Note: *excludes online video, mobile or social media campaigns
Reach: Reach your audienceon a Top 10 ad network of premium sites.
Quality: Microsoft connects your message to your target audience in ways that drive deeper, move relevant conversations and more meaningful results for your brands.
Results: Realize effective results with targeting, tracking,and analytics.
Benefits of Microsoft Advertising display ads
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Jak
Quality bullet: I'd want to know the details of this claim - we're saying Microsoft drives deeper, more relevant conversations, but how is this accomplished? Also, this slide feels a bit like some of the high-level overview benefits that came earlier... I understand that this is the Microsoft-specific pitch here... but if I were interested in learning more about display advertising and how to do add it to my portfolio, I'd want this to be the point of the webinar where I get more deep dive information and how-to start.
Microsoft Advertising has plenty of resources to help you stay on top of your digital marketing efforts.
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Microsoft Advertising Community, community.microsoftadvertising.com
Microsoft Advertising site, advertising.microsoft.com/display-advertising
Microsoft Advertising newsletters and bulletins, sign in to adcenter.microsoft.comto check your preferences
Includes a category justfor small businesses!
Receive your freedisplay consultation today by visiting: advertising.microsoft.com/display-webinar
Don’t wait! Get started!
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Please unmute your phone or computer if you wish to ask the expert a question.
Question and answer session.
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Thank you for your participation.
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