1. Beyond
Be ond the Last Ad Atlas Instit te
Institute
Engagement Mapping Young-Bean Song

2. Crediting Conversions to Ads
The “Last Ad” Standard The Reality
– Last Ad Clicked Campaigns reach consumers multiple times, across
– Last Ad Viewed multiple channels, over extended periods of time
Banner Rich Media & Banner Banner Search
Yahoo Sponsorship MSN CNet Sky Sports Google
$
$ $
$
$
$
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3. Cross Channel Synergy
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4. Impact of reaching users across search and display
Conversion Rate Comparison
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5. Cross Site Duplication
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6. The Reality of Cross Site Duplication
Site B’s
Exclusive
Reach
Site A’s B
Exclusive
Reach
Total Campaign Reached
A
Overlapped C
Reach
Site C’s
Exclusive Atlas Institute
Reach
E • 1/3 reach of a campaign is to
D users across multiple sites
• 2/3 of converters come from
Site E’s Site D’s users reached across sites
Exclusive Exclusive
Reach Reach • Frequency of overlapped
consumers is 4 times greater
g
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7. Navigational Search
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8. Sponsored Search Ads Mostly Navigational
Non-Branded Branded Total
First Click 29.0% 22.7% 51.7%
Repeat Click 11.4% 36.9% 48.3%
Total 40.4% 59.6% 100.0%
71% of Sponsored Search Clicks
are Navigational
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9. Engagement Mapping
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10. Sophisticated Engagement Modeling
Conversion Attrib tion
Con ersion Attribution
Week 1 Week 2 Week 3 Week 4
C
Frequency Daypart
Conversion Recency Order
Attribution = Ad Size Targeted
Rich Media Interactions
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11. Understanding Engagement Mapping
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12. How is Engagement Mapping Actionable?
Yahoo has 15% more conversions
Last Ad Engagement Mapping
Site Cost Impressions Clicks Conversions CPA Conversions CPA
Yahoo! $10,000 3,333,333 15,000 150 $67 173 $58
ESPN $10 000
$10,000 1 250 000
1,250,000 2 500
2,500 125 $80 119 $84
Google $15,000 0 16,667 500 $30 400 $38
DrivePM $11,000 2,200,000 9,900 198 $56 282 $39
Totals $46,000 6,783,333 44,067 973 $47 973 $47
E-Map allows you to customize the impact
New conversion metrics are calculated of each of these variables:
+ Reach
and available in MyReports + Frequency
+ Recency
Enabling quick and easy multi-variable + Ad Size
+ Ad Type
optimization across channels + Rich Media Interactions
+ Multiple Click Throughs
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13. Engagement Mapping Agency/Advertiser Benefits
• Brings strategy back to the business
– It’s not all about search anymore
y
– Frequency matters
– Promotes integrated media planning
– Longer consideration windows
g
• No additional cost or workflow
• New accountability for CPC/CPA deals beyond de-
duplication
d li ti
• Help bring offline dollars online
• Better reporting, not raw logs
reporting
© Microsoft. All Rights Reserved 13