ROI Justification in Digital Advertising
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ROI Justification in Digital Advertising Yeeyin Innity Media
Transcript of ROI Justification in Digital Advertising
ROI Justification
in
Digital Advertising
Yeeyin
Innity Media
Half the money I spend on
advertising is wasted; the
trouble is I don't know
which half.
John [Nelson] Wanamaker (1838 – 1922) considered the father of modern advertising.
For The Advertiser - Where’s The Audience?
Your Audience is Fragmenting
Audiences are being divided into smaller and
smaller segments.
How do you justify your investment have been
maximized to reach the fragmented audiences?
Awareness
Favorability
Purchase
Intent
Consideration
Purchase
CPM
CPC
CPE
CPA
Purchase
Impression
Click
Engagement
Acquisition
What is your ROI?
Audience’s Response Measurement Investment
Awareness
Favorability
Purchase
Intent
Consideration
Purchase
CPM
CPC
CPE
CPA
Purchase
Impression
Click
Engagement
Acquisition
What is your ROI?
Audience’s Response Measurement Investment
What do you pay for Impression•Reach
•Frequency
•Targeting
•Optimization
Reach & Frequency
• Maximizing the reach to widest audiences
• Maintaining optimal exposure of ad
exposure
– Frequency is a major factor in achieving
effectiveness.
– Frequency capping
Reach & Frequency
Publisher Impression Visitors Frequency
Kenh 14 1,695,057 275,390 6.16
Mp3.Zing.vn 12,278,817 2,728,580 4.50
Vietboom.com 2,830,074 261,503 10.82
Nghenhac.info 1,673,276 301,325 5.55
Anhso 1,958,768 265,823 7.37
Diendanlequydon 2,022,184 239,560 8.44
22,458,176 4,072,181 6.00
Have you maximize your ROI?
Targeting & Optimization
• Precise audience targeting
– Content interest channels
– Province/Country
– Daypart
• Optimizing online ads is about matching
those ads with the users most likely to
respond.
– Deliver the relevant message at the most
relevant time.
Awareness
Favorability
Purchase
Intent
Consideration
Purchase
CPM
CPC
CPE
CPA
Purchase
Impression
Click
Engagement
Acquisition
What is your ROI?
Audience’s Response Measurement Investment
What do you pay for a clicks• Limitation as a measure of success
• Move beyond the click
Click Limitation
• Reaching 1,000 audiences x 0.2% CTR = 2
persons to website and engage with the
brand.
Reaching Audiences
Click through rate – 0.2%
Justify Beyond the Click
• Time-Based Metrics
• Brand Interaction Metrics
• Post-Click Based Metrics
Awareness
Favorability
Purchase
Intent
Consideration
Purchase
CPM
CPC
CPE
CPA
Purchase
Impression
Click
Engagement
Acquisition
What is your ROI?
Audience’s Response Measurement Investment
What do you pay for engagement• Bring forward brand experience
• Invest beyond the click
• Performance branding
Bring forward brand engagement
• Reaching 1,000 audiences x 2% CTR = 20
people engage with the brand.
Reaching Audiences
Interaction Rate: 2%
Invest beyond the click
• Time spent = Brand Interest
• Return on Brand Investment
• Driving conversion
Cost Per Engagement
• Impressions are Free.
• Reaching widest audiences at the lowest
cost.
• Pay only when user engage with the ad
unit.
Reaching the fragmented audience
Maximize your ROI
Maximizing your ROI
• Reach
• Frequency
• Targeting
• Optimization
• Limitation as a measure of success
• Move beyond the click
• Bring forward brand experience
• Invest beyond the click
• Performance branding
