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Beyond the Last Ad Young-Bean Song Atlas Institute

Beyond the Last Ad Young-Bean Song Atlas Institute. February 12, 2008. Banner Sky Sports. Search Google. Banner Yahoo. Rich Media & Sponsorship MSN. Banner CNet. Conversion Attribution. The Reality

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Beyond the Last Ad Young-Bean Song Atlas Institute

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  1. Beyond the Last AdYoung-Bean SongAtlas Institute February 12, 2008

  2. Banner Sky Sports Search Google Banner Yahoo Rich Media & Sponsorship MSN Banner CNet Conversion Attribution The Reality Campaigns reach consumers multiple times, across multiple channels, over extended periods of time The “Last Ad” Standard • Last Ad Clicked • Last Ad Viewed $ $ $ Converters $ $ ?

  3. Cross Channel Synergy

  4. The impact of reaching users across search and display Conversion Rate Comparison

  5. Cross Site Duplication

  6. MSN Yahoo CNet Duplication DrivePM Ad.com The reality of cross site duplication Atlas Institute • 1/3 reach of a campaign is to users across multiple sites • 2/3 of converters come from users reached across sites • Frequency of overlapped consumers is 4 times greater MSN Yahoo Cnet DrivePM Ad.com

  7. The Navigational Nature of Search

  8. Sponsored Search Ads Mostly Navigational 71% of Sponsored Search Clicks are Navigational

  9. A Better Model for Conversion Attribution

  10. Mapping Engagement and Conversions C ╬╬╬ ╬╬ ╬╬╬ * Frequency * Daypart * Recency Conversion Attribution * Order = * Ad Size * Targeted * Rich Media * Interactions

  11. Making the New Standard Actionable Yahoo has 15% more conversions Customize the impact of each of these variables: + Reach + Frequency + Recency + Ad Size + Ad Type + Rich Media Interactions + Multiple Click Throughs New conversion metrics are calculated and available in media reporting Enabling quick and easy multi-variable optimization across channels

  12. Questions?Young-Bean Songyoungs@atlassolutions.com February 12, 2008

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