Tag Archives: ROI

Economics of New Media Formats – Post Click Cookie Spraying??

There is a battle royal on between the post click & post impression camps in digital advertising & media. Clients are increasingly becoming aware to the metrics that make a difference to their marketing efforts and in a time when all marketers are demanding more from their investments, it looks like the post click camp is clearly winning.

If you’ve read my blog in the past, you will know what I think of post view conversion metrics. Generally I think they are BS and trying to find any link to a conversion from post view cookies that have been sprayed indiscriminately is clearly based on trying to prove value where value does not exist. Anyway…..if you’d like to review that post you can check it out here.

Today I came to work & logged on as I usually do, part of my morning ritual is to read the news online before they day starts and demands kick in. Today I experienced a new form of ad format developed by Fairfax & the smh.com.au. The format is a home page, page surround where the advertiser owns all space that surrounds the news content. Let me say I think it’s an ok idea for digital branding purposes, especially on a high traffic home page like the SMH.com.au. My problem though is if you unintentionally click anywhere outside the main content area, you end up on the advertisers destination site / page, like I did.

SMH.com.au

Post click cookie spraying maybe?

What SMH.com.au have been able to engineer is the spraying of post click cookies ( yes hard to think really), where the site will record an inordinate amount of post click cookies and hence conversions within a reasonable cookie window. Again it raises the debate of data rules, last click attribution, consumer journey’s, cookie deduping etc. Personally I believe that post click is the ONLY way to determine online value creation, in combination with well-defined data business rules.

I see this as a way that the publisher community MAY, be fighting the post click / post view battle in a way that is attempting to build value back into online display advertising and stem the tide from display into Search. Is it right or wrong? You be the judge. My view….the only clickable area should be the ad itself.

Comments & alternate views welcome….

Economics of Inspiration

I’m lucky enough to currently be in San Francisco, eagerly awaiting the kick-off of SFO AdTech for 2009.

Moscone Center - Ad Tech San Francisco

Moscone Center - Ad Tech San Francisco

The thing I’m most excited about is seeing & hearing new ideas on digital performance marketing and general new on-line trends from North America, the biggest and most progressive digital country. Hopefully I’ll come back with a head full of new ideas & perspectives, ready to challenge the status quo even more, and yes beyond just Search Marketing.

I’m most interested in seeing:

If anyone is interested, let me know. I’ll be posting updates over the next few days and if you are interested will make notes, content available.

Cheers

JH

Economics of the Superbowl & Search Marketing

superbowl

We all know the Superbowl is famous for advertising, it is the single biggest event or forum where the great North American ad agencies can flout their talent strategically and creatively to a reported audience of over a billion people. Clients like Pepsi, E-Trade, Sony Pictures, Budweiser and Audi (to name but a few) spend upwards of USD$3M (AUD$4.651M) a spot to engage an audience and create an impact for their brand or product. With an audience of well over 100m alone in North America, cost (think USD$3M+ for the TVC, plus media) and you’d think in today’s world of integration every brand would be seeking to leverage the event and extend the engagement potential of such an expensive and potentially high yield opportunity…yes?

Well unfortunately the answer is NO for some of the brands that took part in the Superbowl. Some major brands missed the opportunity to drive people on-line and extend the brand experience from TV to digital, one of the easiest forms of integration that delivers a significant punch for an advertiser.

A cost of entry in the “Big Ideas” business is a micro-site these days, at least a 2 second URL at the end of the TVC, or if you’ve woken up to the consumer of the 21st Century maybe even a Search program with a simple keyword that relates creatively to the idea.

The benefits:

  1. Extended brand immersion / experience / time with the brand
  2. Extension of the creative idea into a more personal self directed environment
  3. A captured profile, conversion or viral element etc – you choose
  4. A proxy for the effectiveness of the media placement / creative idea (i.e. what % of the audience did you engage within 24 / 48 / 72 hrs etc)
  5. An amplified campaign with a greater ROI for a marginal increase in investment.

Adage reports only one in five (circa 20%) of advertisers directed viewers with a specific call to action in the TVC, miraculously the highest in the past five years. Conversely, Gartner reports 65% of advertisers did construct specific Search strategies to leverage the opportunity (up around 20% on last year).

The reported Search integration winners included E-Trade, Cash4Gold, Frosted Flakes, CareerBuilder, Diet Pepsi Max, GoDaddy and Pepsi. The losers; Budweiser, Chase Bank, Denny’s, Pixar, Vizio, “Year One,” “Angels & Demons,” Taco Bell, Bud Light, Bud Light Lime, Heineken, “Transformers 2” and Coca Cola, they missed it by a mile.

Here’s how Super Bowl advertisers ranked based on the change in Daily Reach on Super Bowl Sunday.

mp-sb-ad-scorecard2

Download the full TNS report on Superbowl effectiveness here.

In simple terms the failure to think of constructing a Search strategy around a specific creative idea / execution had a high probable  opportunity cost. Think of driving just 0.5% of your available audience on-line – 500,000 users @ est. $0.45 / click is a small additional marginal investment of $225k. Maybe less than 2.5% of the total TVC program cost.   Scale this at 1%, 1.5% and the opportunity cost is significant and the potential ROI is off the chart. The equivalent cost to generate that audience through traditional digital media would be 20 to 40 times the cost.

Here in Australia, this level of thinking hasn’t even yet started to permeate advertiser or agency thinking. Connecting Search to ATL activity is seen as bleeding edge, let alone including a specific keyword as the CTA in an execution. Google’s research indicates on average only 2% of consumers can recall a campaign URL as a CTA , vs. 55% from a specific keyword. Good news is there is a massive first mover advantage in this space.

View the winners & losers below and just think how easy it would have been to construct a great Search program & maybe even incorporate a keyword as a CTA. Lets hope we see this soon in Australia.

Brands that hit it!

Cash for Gold

E-Trade


Frosted Flakes

Careerbuilder.com

Pepsi


Brands that missed it!

Budweiser

Dennys

Movie – Angels & Demons

Bud Light

Audi



Economics of site design

Today it seems every integrated campaign has a micro-site, as it should. Having a great digital experience that consumers can navigate to increases brand engagement, understanding, preference, consideration and should provide entertainment or a compelling experience that enhances a brand or products success. On-line success can be defined by a multitude of different metrics or on-line success events. The real question is how to create a disproportional impact from a creative idea, media budget or campaign mechanic.

What I find surprising though today are the number of sites that can’t be found by consumers through Search engines. The offending culprit all to often is bad site design, a lack of understanding in how the Search engines index and rank sites and more often then not a digital creative directors complete obsession with flash, justified by “creative priorities” outweighing effectiveness goals. The truth of the matter though is creativity and consumer experience does not have to preclude a sites ability to found and indexed.

Why is Search so important?

Like it or not, Search is the primary way consumers choose to navigate the web. In Australia more than 90% of consumers find new sites through Search engines, not expensive banner ads or sponsored emails with very high CPC’s and low CTR’s. Having to rely on expensive, low yielding digital media makes a campaigns life span finite and limits reaching the heights of ROI.

Search engines are also the easiest point of interaction for consumers, “I see an ad (TV, print, outdoor, on-line content, work of mouth – WOM etc) and I go straight to a query box and get exactly what I asked for. Search engines provide engaged, relevant results for engaged consumers when they are actively seeking out specific information. Search (both SEO & SEM) is also the lowest cost channel to engage consumers. Effectiveness studies, has proved time & time again that Search is 10 to 15  times more cost efficient and creates more value than digital display or other types of digital media.

Even if the channel planner has been insightful enough to include paid Search (SEM / PPC) the campaign will suffer from a low quality score as the site will not be able to be spidered, indexed etc and this leads to a poor quality scores from the Search engines. This then results in artificially high CPC’s and will burn budget very quickly. The whole quality score issue though is a topic for post, so more on that later.

The Answer

Ensure any new site build is built in a HTML with flash elements embedded within site. Also make it a mandatory for the site have a full HTML back up version for non flash users (even though flash penetration is 97%+). Also ensure all sites have HTML site maps the spiders and bots can read and index.

This will allow:

  1. Site to be indexed properly for natural Search purposes, if it is full flash it NEVER will be indexed. Take advantage to the low / no cost traffic available. Remember around 70% of consumers click on natural Search rankings and 90%+ of all consumers use Search engines to navigate the web. You do the math, this is a big audience you can’t neglect through bad process, development skills, creative priorities and decision making.
  2. Better SEM / Paid Search results as the site will be awarded a positive quality score – your budgets will go considerably further, resulting in larger more engaged audiences and better ROI for your total campaign. Great for effectiveness case studies and your client will think your working in their best interest, not yours or the media agency’s.
  3. Take advantage of the massive trends in mobile device web surfing. As devices such as the iPhone get better and better, penetration increases and mobile data costs fall more consumers will be both Searching and visiting sites away from the desktop. Complete flash sites can’t be read on any mobile device currently. Take advantage of this huge consumer trend and don’t neglect your traffic.
  4. You to justify larger creative / development budgets because your campaign will be more effective. Break the 80/20 rule where the majority of a client budget goes into costly inefficient media. The fact is you can probably do an even better job with 50% of the budget going into performance media and Search, while allocating the remainder to a better more engaging site.

Great examples of Campaign Micro-sites

Optus Broadbandmenu.com

Optus Broadband Menu

Optus Broadband Menu

Optus Broadband Menu

Optus Broadband Menu

What the Search Engines can see

Optus Broadband - Search Engines can index content

Optus Broadband - Search Engines can index content

Macquarie Bank - Platinum Credit Card

Macquarie Bank - Platinum Credit Card

Macquarie Bank - newformofcurrency.com

Macquarie Bank - newformofcurrency.com

Macquarie Bank – discoverable by Search Engines

What the Saech Engines can see

What the Search Engines can see

Room for Improvement

The Lynx Effect

Search Engine – Google Snipett (no site description)

Lynx - Googles page description

Lynx - Googles page description

What we see

The Lynx Effect

The Lynx Effect

What Search Engines can see & index

Lynx Effect - Search Engines see nothing

Lynx Effect - Search Engines see nothing

Rexona Million Balls

Search Engine page description

Rexona

Rexona

What the Search Engines see

millionballsmission.com.au - Invisable to Search Engines

millionballsmission.com.au - Invisible to Search Engines

You be the judge on what makes more sense from a marketing ROI perspective.