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Empower the Marketer! Vanina Leka Account Director

Empower the Marketer! Vanina Leka Account Director. What is Adserving ?. The Adserving Process. 3 rd Party Adserver. 1 st Party Adserve r. Adserving ……. Manage, Forecast, Target, Optimize, Maximize, Prioritize, Upgrade. INVENTORY. Why Adserving for the Marketer?.

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Empower the Marketer! Vanina Leka Account Director

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  1. Empower the Marketer! Vanina Leka Account Director

  2. What is Adserving?

  3. The Adserving Process 3rd Party Adserver 1st Party Adserver

  4. Adserving ……. Manage, Forecast, Target, Optimize, Maximize, Prioritize, Upgrade INVENTORY

  5. Why Adserving for the Marketer?

  6. Power is in your Hand

  7. Cross Channel Campaign Management Traffic Plan Serve Optimise Analyse RICH DISPLAY SOCIAL MEDIA SEARCH MOBILE

  8. Measure the right thing • Delivery • Impressions • Clicks • Unique • Site/Publisher overlap • Engagement • Dwell • Interaction • Expansion • Video playback • ROI • Cost • Conversion tags

  9. Reports • Delivery Reports • Engagement Reports • Conversion Reports • ROI Reports • Unique and Frequency • Creative Comparison • Search Reports

  10. Engagement/Unique User Reports

  11. Frequency/Overlap Reports

  12. Site Unique Overlap Reports

  13. Creative Comparison Reports Ad Formats Reports

  14. demystify the metrics

  15. Ways to streamline your media plan • Optimizing for branding – Engagement Metrics – It’s all about time. • Driving conversions through the banner – Facilitates measurement and enhances engagement. • Review ad performance by frequency – rotate creatives accordingly. • Creative Targeting – demographic, behavioral, re-targeting etc • Creative optimization – by serving the best-performing creative across media. • Optimize reach and frequency – by analyzing the overlap of unique users. • Allocate buying between display and search – by examining the Consumer Path to Conversions.

  16. 30% what you see 50% what you see & hear 70-90% what you see, hear & touch You remember

  17. gif/jpg • Rich Media • Video The value of video % Lift 2x Aided Brand Awareness Online Ad Awareness Message Association Sponsorship Association Brand Favorability Purchase Intent Source: Dynamic Logic MarketNorms Q1 2005

  18. Dwell rate vs CTR 25x

  19. Branding Online – To Do’s • Grab attention • Create preference • Raise intention to act

  20. Thank you  Vanina Leka vanina.lekka@mediamind.com 210-8026050

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