Transcript Targeting

The New Way To
Buy Display
For Your Prospect
Stay Aspen Snowmass (SAS)
August 21, 2010
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What We Heard
Recent loss of air carriers = lost seats = lost visitors
Arrangements are being made to cover with other air carriers but that’s not
enough
SAS needs to connect direct with visitors to make their choice easier
Need to drive traffic to www.stayaspensnowmass.com
Encourage new visitors and early booking for best rates
Geo-target LA, Chicago, San Francisco, Florida, New York City
Would like a behavioral control option for campaign based on something
like weather?
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Proposed Solution
1.Use NetSeer technology to remarket
to site visitors who don’t book and
reach them back out on The Google
Exchange with more impressions
2. Reach new visitors on a very
granular geo-targeted approach on
the Google Exchange (over 1 million
publisher sites and 70 billion ad
impressions globally)
+
3. Deliver up to 2 million ad
impressions daily based on your initial
Web Of Relevance (WOR)
=
More Visitors
High ROI
Guaranteed
4. Currently of over 1,000 relevant
concepts clustered under 4 themes in
your WOR
5. Initial CPM in $8 range
shifting to CPC model after initial 1.5
million impressions and 3
optimizations
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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
•
•
•
•
•
•
“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
•
•
•
“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
•
•
•
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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Remarket Existing
Visitors Who Don’t Book
Put tracking pixels on SAS website in all places visitors exit without booking
Remarket with additional value rich banner media campaign provided by
BCF
Remarket a maximum of 5 exposures within 10 days to gain frequency
About 40% of overall display performance (bookings) will come from this
component
Suggest 30% of impressions be dedicated to remarketing
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Reach New Visitors With
A Very Granular Approach
Put tracking pixels on SAS website in all places visitors land for click and view
through tracking
Provide banner campaigns for four themes
Colorado/Snow Mass Vacations
Winter Sports
Competing Destinations
Hot Air Balloon Attractions
Begin optimizing after first 500,000 impressions
Optimize every 3 to 5 days thereafter
Optimize concept clusters within themes
Optimize creative against themes
Optimize themes after testing different creative
Recommend up to 2 banner campaigns per $50,000 of media for efficiency
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Sample Concepts Within Themes
(20 samples per theme out of over 1,000)
Colorado/Snow Mass Vacation
A Romantic Getaway
Winter Sports
Competing Destinations
Backcountry Skiing and Snowboar
ding
Park City Ski
Hot Air Balloon Attraction
Hot Air Balloons
Snowmass Village
Backcountry Skiers
Offers The Best Terrain and Great
est Variety
Alpine Climbing
Park City Ski Resort
Ballooning Experience
Snow Valley
Balloon Operator
Aspen Colorado
Alpine Guides
Snow Summit and Bear Mountain Champagne Balloon Flights
Terrain Parks and Halfpipe
Ski Mountaineering Guide
Big Bear Mountain Resorts
Offer Hot Air Balloon Rides
Ski Holidays
Ice Climbing
Big Bear Mountain
Hot Air Balloon Company
Last Minute travel Deals
Mountain Sports
Bear Mountain
Air Balloon Ride
Aspen Snowmass
Rock and Ice Climbing
Town of Park City
Balloon Rides
Snowmass
Ice Climbing Courses
Park City Mountain
Balloon Flight
Aspen
Alpine Touring
Park City Lodging
Balloon Adventure
Aspen Mountain
Hut Trips
Deer Valley Ski Resort
Balloon Company
Aspen Highlands
Winter Mountaineering
Hotel Park City
Air Balloon
Romantic Weekend Getaway
Freestyle Skiing
Downtown Park City
Balloon over
Old Colorado City
Alpine Ascents
Park City Resort
Ballooning
Family Reunion Ideas
Alpine Style
Kimball Junction
Hot Air Balloon Flight
Telluride Ski Resort
Alpine Slide
Park City Utah
Hot Air Balloon Rally
Perfect Family Vacation
Snowboard Rentals
Ogden Valley
Hot Air Balloon Festival
Telluride and Mountain Village
Snowboarding Events
Honeycomb Canyon
Balloon Pilots
Telluride Ski Area
Ski Jumping
Brian Head
Gas Balloon
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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
Begin optimizing after first 500,000 impressions
Initial reporting semi-monthly and monthly after 90 days
Logistics worked out on weather feed and business rules for campaign behavioral pulse
Ad specs within the IAB allowed sizes as reflected in the spec guide and summarized in
proposal
Can take rich media and video for those publishers which allow
Any additional third party ad serving components in place
Will provide websites where relevancy occurs and banners appear as the campaign runs
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Pricing
$8.00 CPM for up to 1 million impressions daily without behavioral
weather restrictor and with your ad serving
$8.50 CPM for up to 1 million impressions daily with behavioral weather
restrictor and your ad serving
Guaranteed minimum website visitors will be provided after 3 rounds of
optimization approximately 1.5 million impressions into the campaign
(estimated range of CPC is $1.50 to $2.00 on very targeted and high
impressions that convert to action at twice the norm)
Minimum purchase: 3 million impressions
Campaign will run until site visitors guaranteed have been delivered
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For more information contact
Ralph Thompson
703 303 2252
804 883 5077
or
[email protected]
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www.eBrains.com
www.eBrains.Travel
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