Geary LSF's VP of Paid Media, Liz Serafin, recently presented a class on Advanced Paid Media techniques and trends for the internal Geary LSF University initiative. These slides focus on Display Advertising, Paid Search (PPC), and various updates and tricks of the trade.

1. Advanced Display Media

2. Training Agenda
• Advanced Display Tactics
– Types of Display
– Targeting
• 3rd Party Data
• Custom Audiences
– Real Time Bidding
• Display Creative
• Ad Serving
• Setting Display Metrics and KPI’s

3. Typical Roles of Digital Media Types
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Awareness (Display, Social Advertising,
Video)
Consideration (Paid Search,
Remarketing, Display, Social
Advertising, Email)
Conversion (Paid
Search, Remarketing,
Email)
Loyalty
(Remarketing,
Email, Social)
Advocacy
(Social
Advertising)

4. The Display Landscape
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5. TYPES OF DISPLAY ADVERTISING
Advanced Display

6. AdNetworks, Exchanges, and DSP’s
Target the Right Audience at the Right
Time:
• Geographic Targeting
• Behavioral Targeting
• Demographic Targeting
• Psychographic Targeting
• Contextual Targeting
• Look-A-Like Modeling
RTB allows assignment of different
values to each impression.

7. • Gain exposure among users viewing content on topics related to your products and
services
• Branding effect
• CPC pricing models lend themselves to ROI based management. Some networks
offer CPA pricing.
• Engage with an interested audience
• Contextual Advertising has evolved to
encompass multiple targeting methods:
• Keyword based
• Specific site placement
• Interest based
• “Topic” Based (Google)
Contextual advertising

8. • Gain exposure among users viewing video content related to your business or your core
audience.
• Branding effect
• CPM, CPC, and CPV (Cost Per View) Pricing Models available
• Multiple Targeting Methods:
• Audience
• Topic/Contextual
• Keyword based
• Multiple Ad Formats
• Pre-Roll
• In Banner
• Long Format
Video advertising

9. Facebook advertising
End-To-End Facebook Advertising Solutions Designed to capture users at every
stage of the decision making process:
• “Traditional” Facebook Ads: Demographic and interest based targeting
• Customized Audience Targets: Import of client-specific or 3rd party data.
“Look-a-like” models.
• Facebook Exchange – Leveraging FB audience for remarketing

10. Re-Targeting
Site Re-Targeting
• Remarketing to users who
have visited client website or
specific site section.
• Segmentation strategies
• Dynamic Creative
• Search Re-Targeting
• Remarketing to users who
are searching related
products and services, or
for competitor offerings

11. TARGETING IN DISPLAY
Advanced Display

12. 3rd Party Data Being Used in Display by
Advertisers and Agencies
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13. Ways Audiences Are Targeted
• IP Address
• Registration Data
• “Look-A-Likes”
• Cookies (past visits/trigger behaviors)
• 3rd Party Data
• Custom Audiences
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14. 3Rd Party Data
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• Companies sell audience data that can be used for
display targeting.
• Data captured via variety of sources:
• Registrations on sites and Opt-Ins
• User navigation tracking
• Cookies
• IP addresses
• Surveys
• Online purchase records

15. Custom Audiences
• Advertiser uses “owned” data to
target users
– Registration info from site
– Previous purchasers
– Newsletter or email lists
– Retargeting pools
• Data (typically IP address)
uploaded to media partner or
media technology
• Those users are “found” online
and served impressions
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16. RTB
Advanced Display

17. What Is Real Time Bidding?
Defines What Advertiser is
Willing to Pay (CPM, CPC, CPA)
The Right
Time
The Right
Audience
The Right
Impression
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18. RTB Defined
Real-time bidding (RTB) is a relatively new
advertising technology that allows online
advertising to be purchased and served on the
fly. Instead of reserving prepaid advertising
space, advertisers bid on each ad impression as
it is served. The impression goes to the highest
bidder and their ad is served on the page
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19. TYPES OF CREATIVE
Advanced Display

20. IAB Standard Ad Types
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21. AD SERVING
Advanced Display

22. What is An Ad Server?
• Ad serving is the technology and software that
places advertisements on websites.
• Ad serving technology companies provide
software to websites and advertisers to:
– Serve ads
– Choose the ads that will make the website or
advertiser most money
– Monitor progress of different advertising
campaigns
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23. Why Use an Ad Server?
• Track the number of impressions and clicks
delivered by each campaign
• Target specific segments of visitors through for
example geographical or behavioral targeting
• Prevent campaigns from appearing on pages with
semantically controversial content
• Create availability forecasts, which can help you
determine the future available advertising space
• Draw reports on adspecific campaigns to see how
the individual customers/campaigns are
performing
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24. How Ad Servers Work
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25. DISPLAY METRICS
Advanced Display

26. Key Metrics for Display
Metric Definition
Impressions Number of time ad was served
Ad views Number of times ad was actually viewed
Clicks Number of people that clicked on the ad
Click Thru Rate (CTR) Clicks/Impressions – Is the “response rate” for ads
CPM Cost Per Thousand Impressions
CPC Cost per Click
Conversions End goal/action on site based on advertiser
objective
View Through (Post Impression) Conversions User saw the ad, but didn’t click. Later generated
a conversion.
Conversion Rate (CVR) Conversions/Clicks
Cost per Conversion (Cost Per Acquisition) Total ad cost/total conversions
Avg. Time On Site Measure of Engagement. How much time is user
spending on site or landing page
Avg. Pages Per Visit Engagement metric. How many pages does user
visit after arriving at site? 26

27. New Media KPI’s
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Media Type Metric Definition
Video Views Number of times a video
was watched by a user
(typically minimum time)
Video Cost Per View (CPV) Total Media Cost/# of
Views
Facebook Likes # of Likes Generated (Only
when linking to FB page)
All Shares # of Times a page or video
is shared via various forms
of social.

28. Thank You!
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