Transcript NetSeer Performance

“The most granular display advertising technology known to man.”
USTA ESTO Conference Observation
THE TRUSTED SOURCE FOR GUARANTEED ONLINE MARKETING SOLUTIONS
The Complete Solution
Technology
Facilitates the
Most Granular
Type of Display
Buying Online
Eliminate
Ambiguity
Target &
Promote
Brand
Attributes
Click-Thru
Latent Click
View Thru
Tracking +
Attribution &
Re-Marketing
Modeling
Target &
Manage
Issues
World’s largest
Real-Time
Exchanges
(Over a million sites
and 1 billion unique
global visitors
weekly)
Compete
Aggressively
Geotarget
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The Most Advanced Contextual
Evolution of Contextual
50M+Concepts
2.5B+ Combos
> Clusters
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Keeps This From Happening
r
r
Community
Building
Shop Purchase
r
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How NetSeer Is Superior To Others
Google reads this page as appropriate to fire the
banner ad on the right when this content has
nothing to do with a construction nail gun
r
Contextual Ad
served by
Google
NetSeer’s concept extractor
sees the content with the
correct relevance
NetSeer
ContextLinks
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Examples Of Intuited Relevancy
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How It Works
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Sample Of Partial WOR
Great Outdoor Fun
Wineries & Festivals
Vacation/Getaways
Heritage/History
Exact Matching Locations For
All Themes
Mountain climbing
Wine Tastings
Ocean View
Jamestown
North Carolina
Hiking
Wine Country
Beautiful Beaches
20th Century History
Virginia
State Park
Wine Trails
White Sand Beaches
Yorktown
Washington DC
Camping
Vineyards
White Sand
Civil War History
Atlanta Georgia
Recreation Area
Wine Making
Mountain Vacations
Wilderness Road
South Carolina
Nature Trail
Tasting Rooms
Beautiful Mountains
Jamestown 1607
New York
National Forest
Wine Tours
Family Vacations
Captain John Smith
Tennessee
Golfing
Oktoberfests
Luxury Resorts
Civil War Parks and Battle
Grounds
Pennsylvania
Hiking Trails
Winery Events
Romantic Getaways
Appomattox Courthouse
Named Virginia Locations (all
cities/areas)
National Park
Halloween
Girlfriend Getaways
Native American History
Ohio
Horseback Riding
Mountain Foliage Festival
Luxury Accommodations
African American History
Snow Skiing
Richmond Folk Festival
Honeymoon
Mount Vernon
Outdoor Recreation
PGA Tour
Luxury Accommodations
Montpelier
Outdoor Activities
Skyline Drive
All Inclusive
Museums
Water Sports
Fall Farm Festival
A Romantic Getaway
Historic Locations
Wilderness Areas
Fredericksburg Arts & Crafts
Vacation
Manassas Battle
National Park Service
Fall Foliage
Beach
American History
Area Attractions
Blue Ridge Parkway
Great Alexandria Pumpkin
Festival
Mountain Resorts
Eastern Shore History
Ski Vacations
Plantations
Blue Ridge Parkway
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We/You Produce Appropriate Creative
For Each Theme In The Desired Ad Size
728x90
160x600
300x250
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WOR Is Then Pushed Out To The World’s
Largest Exchanges In Real Time
> Million Publishers
US Reach
14 Billion
ad impressions/week
211 Million
uniques/week
Global Reach
70 Billion
ad impressions/week
1 Billion
uniques/week
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Exchanges – Sample Sites
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Case Study
NetSeer Performance vs. Premium
• 63% lower CPC
• 60% lower CPM
• 4.6 times longer on initial landing page
• 48% additional view-through visits
NetSeer Roll Out
•
•
•
• CTR doubled from test phase
Advertiser: Fairfax County, VA
Targeting: Visitors within a 23-state region
Objective: Determine performance
comparison of NetSeer versus targeted
placements on premium travel site, then roll
out to optimize
•Remarketing achieved 1.0% CTR
• 45% of visitors took at least 1
meaningful action
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Case Study
NetSeer Performance
• Despite short turn-around, NetSeer
had the campaign in market within 10
days
• Audience expansion strategy using
competitive clusters was very effective
•Click to action rate was 40% higher
on competitive cluster pages
•
•
•
Advertiser: Door County, WI
Targeting: Culinary travelers
Strategy: Promote interest and action
about Door County’s foodie festival called
“Kingdom so Delicious” through concept
clusters targeting Door County content as
well as competitive destination content.
•View through tracking revealed a 39%
boost in web site visits and 46% in
further action clicks
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Case Study
NetSeer Performance
•The overall test had a CTR 6x the
national average for travel and tourism
(Doubleclick)
•Learnings included that the Gaming
theme drew 4x the CTR as Family Fun,
plus client-defined ‘meaningful actions’
once on site were 40% higher.
•
•
•
Advertiser: Shreveport-Bossier, LA
Targeting: Family Fun, Gaming interests, in
surrounding states
Strategy: Conduct an initial online test for
branding purposes and to view performance
at the interest level from initial impression
banners, then use retargeting to drive more
newsletter signups.
• The Family Fun theme faced a steeper
competitive challenge (all destinations
promote it), yet CTR was equal to the
national avg. and over 40% of site
visitors took one or more meaningful
action.
•Retargeting more than doubled
newsletter signups in the first month
and maintained pace in month two.
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Case Study
NetSeer Performance
After one month of base level testing,
second month optimization resulted in:
•
•
•
Advertiser: BodyMedia FIT
Targeting: ‘Health and fitness’ and ‘weight
loss’ interests
Strategy: Employ multiple creative
executions and offers towards online
optimizations opportunities through online
display using NetSeer technology and
processes
•
CPC – reduced 71%
•
Click through rate – increased 62%
•
Cost per meaningful actions (after
initial click) – decreased 62%
•
Cost per sale – reduced from $266 to
a run rate of less than $45
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Implementation On NetSeer
(Up And Running In 30 Business Days Subject To…)
Insertion order signed and initial set up payment is received
All required tracking pixels in place and tested on the site
(Guaranteed performance can’t be delivered without properly functioning pixels. Remarketing pixels need to be
on site a minimum of 30 days for effective retargeting.)
Banner creative is prepared and delivered within 10 days from start
Begin optimizing after first 500,000 impressions
Initial reporting semi-monthly and monthly after 30 days
Ad specs within the IAB allowed sizes as reflected in the NetSeer ad specificiations
Can take rich media, including expandables and video for those publishers which allow
Third party ad serving coordinated
Will provide sample websites where relevancy occurs and banners appear as the
campaign runs
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For more information
contact
Ralph Thompson
[email protected]
©2010 eBrains, Inc.,1600 Tysons Boulevard, Suite 800, McLean, VA 22102 www.eBrainsinc.com www.eBrains.Travel
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