What is an_advertiser_agency_adserver_gemiusWorkshop_May 2011
1. gemiusDirectEffect
//
What is an Advertiser / Agency Adserver?
What can it be used for?
gemiusDirectEffect
Campaign serving and effectiveness measurement
Author: Jarosław Kaczyński
March 2011
Warsaw 2010
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2. gemiusDirectEffect
//
An adserver is a computer server, specifically a web
server, that stores advertisements used in online
marketing and delivers them to website visitors.
(Wikipedia)
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3. gemiusDirectEffect
// How online advertising works
Without Advertiser
Publisher 1 / Agency Adserver
Advertiser / Agency without
control on creative displays,
Publisher 2
receiving different stats
from different publishers
Publisher 3
With Advertiser
/ Agency Adserver
Publisher 1
Advertiser/ Agency
Adserver controlling
creative displays and
Publisher 2 collecting Advertiser
consolidated and Agency
complete campaign
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Publisher 3 statistics
4. gemiusDirectEffect
// The typical common functionality of an Advertiser / Agency Adserver
includes:
• Acting as third-party auditing system on publishers’ performance
• Uploading advertisements, including rich media formats
• No delay when changing advertisements by publisher
• Executing media plan according to rules defined by advertisers
• Automatic tuning and optimization based on results (e.g.: click-
through-rate, action-rate)
• Reporting results of an ad campaign
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5. gemiusDirectEffect
// Unique advantages of an Advertiser / Agency Adserver include:
• Third-party auditing of publishers’ performance
• All statistics about each publisher are available from one interface
with one access
• Total campaign statistics are available for every placement (not
only additive statistics but also campaign reach, number of
clickers, etc.)
• Publishers can be compared based on the same statistics
calculated by the same method (same for every publisher)
• Full control over creative display, creatives can be modified at any
time
• Unified technical requirements for creatives (no need to prepare
mutations for different publishers)
• Monitoring international ad campaigns from one interface
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6. gemiusDirectEffect
// Gemius ad campaign tracking -
Solution Which creative formats
proved effective and in what
way?
What was the
engagement of users
(cookies) within the
campaign?
gemiusDirectEffect Which placements
campaign tracking proved effective and in
How did the what way?
campaign perform
over consecutive Main aim is to evaluate the
days? direct effect of the
campaign
Where did the users How did the campaign
(cookies) who were influence viewing the
exposed to the campaign target page and
connect from? performing actions?
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7. gemiusDirectEffect
// Unique advantages of gemiusDirectEffect include:
• Sequencing ads so that users can see messages in a specific order
• Automatic optimisation of ad campaigns based on performance
• Apart from cookie reach, also the real number of users (real
reach) is presented
• Easy multicklick creative tracking
• Numerous ready-to-use creative templates available from the
interface to display rich media
• Benchmark statistics available from gemiusDirectEffect reports
(comparing performance with your own or market benchmarks)
• Major statistics (impressions, clicks) are available real-time.
• Reporting impressions, clicks, post-click & post-impression
activities, and interaction metrics
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8. gemiusDirectEffect
// Learn more about gemiusEffect
Learn how your target group perceives your brand (Pre/Post test or Control/Exposed
method)
Position the brand versus its competitors BrandingEffect
Understand how the creatives were evaluated by the internet users
Track the product’s/service’s brand awareness regularly to see branding results
Optimize your creatives and landing pages
Get a quick overview of your campaign’s performance
DirectEffect
Check if you spend your ad budgets effectively
Find proper media buying models for your products and services
Track the action paths and detect where your users drop out (lose interest)
Get to know who is exposed to your ad campaign and who is interacting with it
Find out about new potential target groups interested in your products/services
ProfileEffect
Learn if your campaign reached the targeted audience
Build your knowledge and adjust your future communication
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