Transcript Slide 1

The New Way To
Buy Display
For Shreveport-Bossier CTB
August 25, 2010
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What We Heard
S-B understands that travelers are migrating online for travel information,
so it’s logical to test online options for branding advertising previously
conducted primarily through print and broadcast.
The NetSeer solution is of immediate interest for testing towards potential
roll out in 2011.
Campaign goal would be to evaluate the process and resulting activity,
including traffic to home page, casinos page, booking page, things to do
page, newsletter sign up, etc.
Geo-target TX, LA, OK, Southern AR, Eastern MS, or thereabouts
May need some assistance with creative concepts and development
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Proposed Solution
1.In test mode, use NetSeer technology to
test banner ads to targeted concepts in the
Google Exchange against S-B’s Web of
Relevance (WOR) in geo-targeted regions,
use re-targeting technology
2. Test two messages; for fall events and
gaming
3. Immediate and continual optimization
against matching pages, websites and
creative.
4. After campaign conclusion, depending on
initial budget and testing abilities, evaluate
ability to shift toward CPC model (normally
requires 1.5 million impressions, so we may
not get that far through initial test)
+
=
More Visitors
High ROI
Guaranteed
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“This is to display advertising what Google is to search”
USTA ESTO Conference Observation
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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
Exchange
(Google
Exchange)
Compete
Aggressively
Geo-target
+
Behavioral
Triggering
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The Most Advanced Contextual
Evolution of Contextual
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Keeps This From Happening
r
r
Community
Building
Shop Purchase
r
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Protects Against This
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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How NetSeer Reads Content vs.
Other Contextual
The NetSeer
technology reads this
page as a travel
destination site in the
Middle East,
sensitive content
with firearms &
explosives, death &
suffering.
Legacy Contextual
would categorize this
page as a US Locale
travel site with things
to do, hotels,
attractions, as well as
content about travel in
France and Florida.
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How It Works
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Optimal Ad Size Flexibility Including Rich
Media and Video
728x90
336x280
300x250
160x600
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WOR Is Then Pushed Out To The
World’s Largest Exchange 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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Google Exchange – Sample Sites
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Optimization Starts After 500,000 Impressions + Every 3 To 5
Days Thereafter
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Case Study
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“We were very happy with NetSeer and
look forward to working with them again.”
– Cirque du Soleil
Advertiser: Cirque du Soleil
Targeting: Folks visiting
Las Vegas
Objective: Sell tickets for
holiday promotion
Execution: served ads on
pages related to “going to
Las Vegas” concept
Average CTR: 0.28%
Outcome:
– NetSeer performed at the
top of the heap based on
CTR and total bookings
– Cirque was very satisfied.
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Case Study
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“I wanted some Contextually Targeted display ad
placements on the plan and NetSeer provided the
most compelling solution of all my options. Overall,
we’re very pleased.”
– Michael Koontz, VP Biz Dev, Lion New Media
•
Advertiser: Seattle Cancer
Care Alliance / Fred
Hutchison Cancer Research
Center
Targeting: People with the
types of cancer that can be
treated with bone marrow
transplant
Objective: Make people
with these conditions aware
of Fred Hutchison as the
leader for bone marrow
transplant
Outcome:
- Served ads on pages related
to Leukemia and Lymphoma
-Perfect match to reach
exactly the target audience
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Case Study
NetSeer Performance vs. Premium
• 63% lower CPC
• 60% lower CPM
• 4.6 times longer on initial landing page
•50% longer on subsequent pages
•Twice the number of unique visitors
•13% lower bounce rate
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Advertiser: Fairfax County, VA
Targeting: Visitors within a 23-state region
Objective: Determine performance
comparison of NetSeer versus targeted
placements on premium travel site
•About twice the impressions
• In half the time
• 48% additional view-through visits
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Tremendous Interest
Door County
Minnesota
Alaska
CA Senate
Michigan
Realogy
Wyoming
Ohio
Body Media
Education
Dynamics
FXVA
Mammoth
Lakes
Hawaii
Identity
Electric
Gatlinburg Guard
Las
Mobi PCS
Vegas
SHPS
Hawaii
West
New
North
Virginia
Mexico
Carolina
Myrtle
Shreveport
Beach
Georgia
Alabama
HHI
Mississippi
Hawaii
Governor
Tampa
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Reach New Visitors With
A Very Granular Approach
Place tracking pixels on S-B website in all places visitors land for click and view
through tracking plus for re-targeting efforts
Provide banner campaigns for two themes
Fall events
The latest in Gaming/Casino news in S-B
Immediate and continual optimization against matching pages, sites and creative
Optimize every 3 to 5 days thereafter, based on click rate for:
Matching context pages
Top performing sites
Top performing creative
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Remarket to Website
Visitors
Place tracking pixels on S-B website in all places visitors exit
Re-market to consumers prompting additional visits to the website and/or
actions
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Sample Concepts
Shreveport Bossier Concepts - General
Shreveport Bossier Concepts - Gaming
City of Shreveport
Louisiana Casinos
North Louisiana
Horseshoe Hotel & Casino
Olde Oaks Golf Club
Sam’s Town Hotel & Casino Shreveport
Northern Louisiana
Diamond Jack’s Casino Resort Bossier City
Bossier City Hotels
Eldorado Casino Resort shreveport
Louisiana Boardwalk
Boomtown Casino Bossier City
Louisiana Hayride
Harrah’s Louisiana Downs
Downtown Shreveport
louisiana horse track
Bossier City
louisiana racetrack & casino
Kisatchie National Forest
louisiana casino & racetrack
Robinson Film Center
louisiana horse racing
Red River Revel
louisiana casinos
Shreveport-Bossier Area
louisiana gaming
Louisiana festivals
shreveport casinos
Cypress Lake
shreveport gaming
Bossier Area
shreveport gambling
Shreveport Hotels
louisiana gambling
Shreveport Symphony
bossier city gaming
Red River Shreveport
louisiana downs horse racing
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Implementation
(Up And Running In 15 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)
Banner creative is prepared and delivered within 10 days from start
Immediate and continual optimization against matching pages, sites and creative
Initial reporting semi-monthly and monthly after 60 days
Ad specs within the IAB allowed sizes as reflected in the spec guide
Can take rich media and video for those publishers which allow
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Pricing
•Minimum campaign - $10,000 Net
•CPM - $7.50
•Impressions - 1.333 million minimum
•Campaign will run until impressions are delivered
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For more information contact
Glenn Culver
806 866 0124
[email protected]
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www.eBrains.com
www.eBrains.Travel
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