Finding new Customers online

the multichannel retailer’s guideto display Advertising

is it possible to find high-quality, new customers through online display advertising?

Customers who can be acquired affordably and who will become loyal, high-AoV, repeat buyers?

Yes, if……you target the right prospects

…with the right offer at the right frequency

…and bid at the right cost per impression (CPM)

start with Better datait all begins with applying the best practices of direct marketing to the digital landscape—scoring and segmenting prospects based on superior data.

then, as you deploy your online ads, you will be equipped to:

• Invest more in the highest ranking prospects• Spend less on lower ranking prospects• Differentiate existing customers from known

prospects• Eliminate spending on likely non-responders.

this type of intelligence-driven bidding allows you to allocate your display budget proportionately, based on how closely prospects resemble your best customers.

Here’s How it works

Ad Networks

Buy Sell

Ad Inventory

Using the vast transactional data in the Wiland Database, Wiland builds predictive models that identify the most likely responders and ranks a highly targeted audience of prospects.

The winning bidder’s ad is delivered to the consumer’s browser. For Wiland clients, their ads reach the right prospects at the optimal bid price.

This targeted audience is onboarded across Wiland’s vast ad network.

Consumers surfing the Web come to various websites. Some are recognized as prospects in the target audience.

Wiland’s bids are submitted based on model ranking. The higher the prospect scores in the models, the higher the bid. The ad exchange awards the ad placement to the high bidder.

The ad exchanges make each ad call available to numerous ad networks including Wiland’s. (The Wiland ad network is integrated with over 30 exchanges.)

Websites direct ad calls to an ad exchange based on information in the consumer’s browser.

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making it measurableto measure the true impact of an acquisition campaign, wiland uses a Holdout + Served Ad

Process where a portion of the target audience is served a Public service Announcement

instead of the promotional ad. the campaign’s results—both online and off—are then assessed

and the conversion rates of the two groups are compared.

By holding the control group out from exposure to the campaign’s ads, you discover your real

return on Ad spend—your TrueROAS™.

LIFT

YourAd

PSAAd

Ad Served Audience900,000

Hold Out Audience100,000

TotalAudience1,000,000

Hold OutAudience

Conversion Rate

Ads ServedAudience

Conversion Rate

TrueROAS™

wiland trueroAs™

wiland’s proprietary TrueROAS™ is the most precise campaign assessment methodology in display advertising.

it isolates the exact portion of revenue that would not otherwise have occurred during the campaign period. this is the most accurate methodology for assessing a campaign’s incremental impact—its true return on ad spend.

Traditional Programs

Per

form

ance

Campaign Duration

Reports OnlyTotal Performance

Can’t Differentiate BetweenIncremental and Baseline Performance

Wiland Digital Solutions TrueROAS™

Per

form

ance

Campaign Duration

Provides Measureof Incremental Lift

Baseline(Happens anyway)

Accurately MeasuresCampaign Impact

other Best Practices

ReportingAs wiland manages display campaigns, clients receive regular reporting on performance.

OptimizationAs wiland monitors campaigns, bid size, frequency and other variables are optimized to maximize conversions and roi.

A/B Testingdisplay campaigns should include A/B testing of creative and other factors, similar to the methodology used in other direct marketing efforts.

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the Bottom linesuccessful acquisition via display advertising depends on two crucial factors that differentiate wiland managed campaigns from all other approaches:

leveraging the best consumer data available: the wiland database

intelligent, proportional bidding based on how prospects score in an optimal acquisition model.

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the segmented prospect audiences that we’ve created for you in the past can quickly be made deployable online.

Your wiland representative can help you plan your acquisition campaign or schedule a low-cost test.

let 2017 be the year when digital advertising becomes a driver of successful customer acquisition!

it’s easy to get started

Todd SchulteVP, digital Client services303.485.8686 x252tschulte@wiland.comwiland.com

©2016 Wiland, Inc. All rights reserved.