Online Display Advertising

Chris Sietsema

Back in the Black: April 28 – 29, 2011

Why Online Display

• Increase Awareness– Grow Demand– Lift Search Volume– Improve Inquiries

• Utilize as a Component– Value Add for Integrated Campaigns

• Retention & Loyalty

Fallacies about Online Display Advertising3

#1 - It’s “Banner Advertising”

Beyond Banners

Source: Nielsen IAG

Beyond Banners

#2 - It’s Awareness Only

Retargeting

Ad Networ

k

Ad Networ

k

ClientWebsite

ClientWebsite

#3 - It’s Expensive#3 - It’s Expensive

Performance Based

Impact of Social Advertising

Metrics – What to Expect

0.11% CTR

Research Tools

Popular Networks

Best Performing Networks : July – December 2010

Targeting

Creative

Source: DoubleClick for Advertisers

Testing

Best Practices

• Don’t Place a Buy Without…

1. A 3-day Out Clause

2. Multiple Creatives in Various Sizes

3. Ability to Change Out Creative (ad server)

4. Your Own Tracking Code

5. Landing Page

Questions?

• Chris Sietsema

• Teach to Fish Digital

• chris@teachtofishdigital.com

• 480.389.5435

• linkedin.com/in/sietsema

• Twitter: @sietsema

• slideshare.net/sietsema