actionable big data. maximum roi.
Display Leads The Way
Why read this paper?
Display advertising is a vital part of the advertising mix, and
specifically as a branding tool. Researcher, comScore confirmed
that branding has proven effective when a viewer is exposed
to a display ad, even when they don’t click on the ad. Discover
how Adaptive Audience uses display as part of its multi-channel
audience optimization strategy.
Display = Conversions
Adaptive Audience measures the
impact display has on other channels
such as Pay-Per-Click and SEO
traffic. We’ve seen upwards of
120% increase in PPC effectiveness
when PPC is coupled with a display
campaign.
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Research by comScore shows that display advertising has a
discernable effect on user behavior even at low click through
rates. A group of 139 display campaigns were monitored and the
results showed that they had extensive effects on traffic, sales and
branding despite a low amount of clicks. The display campaigns
gave a 46% increase in websites visits and exposed viewers were
38% more likely to conduct an advertiser related branded keyword
search. And 27% percent were more likely to make a purchase
online with 17% of viewers more likely to make a purchase at the
advertiser’s retail store.
It should also be noted that display has a significant impact on
SEO conversions measured as View Through conversions. That
is, even if a consumer does not click on your display ad – we pixel
that user, when they return organically and interact with you site,
Adaptive Audience can track those conversions. We’ve seen
many more view through conversions then click conversion that we
attribute to the display ad.
© 2013 AdaptiveAudience Inc. All rights reserved. Unauthorized reproduction is strictly prohibited.
Information is based on best available resources. Opinions reflect judgment at the time and are subject to
change. All other trademarks are the property of their respective companies. For more information go to
www.adaptiveaudience.com
Changing Attitudes:
Advertisers are not only evolving their
tactics, but also the fundamental way
they think about display advertising.
Digital is all about integration, not
interruption.
As mobile and social have exploded, publishers and content
producers are tasked to find new ways to engage their audiences.
Display advertising is aimed at building customer consciousness
around a product, service or brand. This process is highly effective
with visuals rather than with text. The biggest benefit of display
advertising is that the “image” of a brand or product is embedded
in the viewer’s mind, and results in more chances of the viewer
acting on this awareness in the future, thus accelerating sales and
goals in the long run.
In-Ad Activity & Engagement:
Advertisers who do not leverage the power of the web in their
display ads are missing out on a huge opportunity for clicks and
conversions. Incorporating in-ad engagement opportunities such
as videos, galleries and questionnaires gives you an opportunity
to make a valuable impression and increase brand awareness
without pulling the visitor away from their desired content.
Better Targeting & More Relevant
Ad Delivery:
With every passing day, more user data is shared with publishers
and networks – and it’s being shared faster than ever before. This
data offers potential advertisers a very rich and real-time profile of
user interests. The Adaptive Audience DMP syncs first-party data
with both online and offline data for analysis, segmentation and
verification. Our understanding of the behavioral and demographic
information of target customers helps inform present and future
campaigns. Just as Amazon shows consumers what other items
were often purchased with the item they’re viewing, ads can be
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© 2013 AdaptiveAudience Inc. All rights reserved. Unauthorized reproduction is strictly prohibited.
Information is based on best available resources. Opinions reflect judgment at the time and are subject to
change. All other trademarks are the property of their respective companies. For more information go to
www.adaptiveaudience.com
delivered based on what other users are clicking on. This bigger,
faster data increases relevancy to users and effectiveness to
advertisers.
New Metrics To Measure
Effectiveness
Adaptive Audience has developed new metrics that are changing
the CTR mindset. According to Google, 35% of all campaigns will
primarily use metrics beyond clicks and conversions. The metrics
being considered more closely relate to offline advertising, such as
emotional engagement and behavior impact. When you compare
online consumption to traditional channels, it becomes readily
apparent that digital measurement has evolved and improved.
The massive shift to social media does
not signal a migration from display
advertising. In fact, it’s accelerating the
necessary evolution of display.
Adaptive Audience Helps
Redefine The Future Of Display:
For example, Adaptive Audience uses the best technologies to
plan, activate and optimize its clients’ channel mix across display
and all other channels including social, mobile, video and emerging
channels such as location-based (digital out-of-home) advertising,
Internet radio and addressable TV.
Display advertising’s visual appeal and versatility can be used
for maximum advantage in engaging potential customers and
they have a long lasting branding effect on all viewers without the
need for clicks. Adaptive Audience’s outlook is that if the message
is relevant to the target consumer, which is a must from both a
messaging and targeting point of view, then your display ads will
have a greater impact.
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© 2013 AdaptiveAudience Inc. All rights reserved. Unauthorized reproduction is strictly prohibited.
Information is based on best available resources. Opinions reflect judgment at the time and are subject to
change. All other trademarks are the property of their respective companies. For more information go to
www.adaptiveaudience.com
Properly managed, you can serve different display ads to different
audience segments with various messaging depending upon
where they are in your purchase funnel.
New technologies and advancements in the industry give
advertisers improved targeting with display ads. Real-time bidding
(RTB) minimizes the difference between display advertising and
search. RTB’s key benefit is that it allows online advertising to
be purchased and served on the fly. It lets advertisers bid on one
impression at a time, giving the ability to pick the right impression
(viewer) at the right time on the right website just like search
engine marketing.
At Adaptive Audience, we use data-driven RTB technology and
our expert traders and analysts optimize display to ensure you get
the optimum from your ad spend. And by focusing on “anywhere
media”, we engage your brand’s audience on any channel, at any
time, in a programmatic fashion. And using programmatic media
buying and optimization, Adaptive Audience can:
■■
Reduce waste by cutting service vendors and partnering directly
with publishers, data providers and media technology vendors
Adaptive Audience is working to
automate more procedures and
integrating more reporting capabilities
into a single client-facing user
interface so clients have greater
control and transparency.
■■
Implement strict audience criteria and bid rules to ensure that every
dollar spent is maximized for performance
Adaptive Audience: Actionable
Big Data. Maximized ROI.
Adaptive Audience bridges the gap that exists between advertising
technology and digital marketers. By integrating the industry’s bestof-breed technologies in planning, analysis, buying, testing and
data-driven multi-touch attribution into a highly targeted audiencedriven methodology, we help you increase digital ad efficiency,
eliminate waste and produce maximum ROI.
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© 2013 AdaptiveAudience Inc. All rights reserved. Unauthorized reproduction is strictly prohibited.
Information is based on best available resources. Opinions reflect judgment at the time and are subject to
change. All other trademarks are the property of their respective companies. For more information go to
www.adaptiveaudience.com
By leveraging leading edge proprietary
and open-source technology, we
provide a seamless, cohesive and
integrated approach that delivers:
significant increase in ROI across all
digital platforms and media types;
We address your marketing challenges with enterprise-wide
solutions fortified by research and data-driven insights and
technology. By leveraging leading edge proprietary and opensource technology, we provide a seamless, cohesive and integrated
approach that delivers: significant increase in ROI across all digital
platforms and media types; a single, user-controlled dashboard
view of both the media marketplace and your customers; precision
targeting across then entire digital landscape; and optimized results
in every phase of the customer purchase cycle.
We’re dedicated to ensuring that we engage your brand’s audience
on any channel, any time, in a programmatic fashion. We provide
a suite of upper funnel solutions that offer compelling rich media,
brand research, and premium inventory across mobile, video
and display channels. And we leverage the information you have
aggregated about your offline customers to further engage them
online with display, video, social and search advertising. Our
proprietary data management platform collects and syncs your
customers’ first-party data with third-party data segments for
audience insights, verification and analysis.
What really sets us apart is our data-driven, real-time bidding
technology coupled with our analyst and trader optimization that
ensure you get the most from your ad spend. All of our traders and
analysts are platform experts who source real-time, auction-based
media to exercise full control over the buying process.
All of this adds up to a comprehensive solution that integrates
data from online and offline initiatives into a single platform so you
have the real-time actionable insights, audience segmentation and
media activation you need to make informed decisions fast.
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© 2013 AdaptiveAudience Inc. All rights reserved. Unauthorized reproduction is strictly prohibited.
Information is based on best available resources. Opinions reflect judgment at the time and are subject to
change. All other trademarks are the property of their respective companies. For more information go to
www.adaptiveaudience.com