1. Engagement Mapping: 15 April, 2008
Beyond the Last Ad

2. © 2007 Atlas—All rights reserved. 2

3. Conversion Attribution
The “Last Ad” Standard The Reality
– Last Ad Clicked Campaigns reach consumers multiple
times,
times across multiple channels over
channels,
– Last Ad Viewed extended periods of time
Banner Rich Media & Banner Banner Search
Yahoo Sponsorship MSN CNet Sky Sports Google
C
ters
C C
Convert
C
C
?
© 2007 Atlas—All rights reserved. 3

4. Atlas Institute Research
• Atlas provides DMI’s: Digital Marketing Insights
• Th Atl I tit t publishes an ongoing series of Di it l M k ti
The Atlas Institute bli h i i f Digital Marketing
Insights that highlight best practices. These reports are based on
anonymous data collected from thousands of online campaigns.
© 2007 Atlas—All rights reserved. 4

5. Cross Channel Interactions
© 2007 Atlas—All rights reserved. 5

6. The impact of reaching users across search and display
Conversion Rate Comparison
Key Insight
Display impressions
deserve an “assist” for
many conversions.
© 2007 Atlas—All rights reserved. 6

7. Cross Site Duplication
© 2007 Atlas—All rights reserved. 7

8. The reality of cross site duplication
MSN
MSN
Atlas Institute
Yahoo
• 1/3 reach of a campaign is to
/ f
Yahoo users across multiple sites
Key Insight
Cnet
CNet Many conversions are come from
• y of converters
2/3
Duplication
shared betweenh d across sites
users reached
sites. i
• Frequency of overlap is 4
DrivePM
DrivePM Ad.com times exclusive reach
Ad.com
© 2007 Atlas—All rights reserved. 8

9. The Navigational Nature of Search
© 2007 Atlas—All rights reserved. 9

10. Sponsored Search Ads Mostly Navigational
Non-
Branded Branded Total
First Visit 29% 23% 52%
Repeat Visit 11% 37% 48%
Total 40% 60% 100%
Key Insight
71% of Sponsored Search
Last in the sales funnel, navigational
Clicksi are Navigational
search often gets 100% of conversion
h ft t f
credit
© 2007 Atlas—All rights reserved. 10

11. ABBetter M d l f
Model for
Conversion Attribution
© 2007 Atlas—All rights reserved. 11

12. Advanced Conversion Attribution
CNet CNet Y! Y! ESPN Y! AOL Y!
╬╬ ╬╬╬ ╬╬╬ C
* Frequency
* Daypart
*R
Recency
* Day of Week
Conversion * Ad Size
= * Targeting
Attribution
* Creative Type
* Geography
* Interactions
* Above-the-fold
* Order
© 2007 Atlas—All rights reserved. 12

13. How is Engagement Mapping Actionable?
Ad.com has 15% more conversions
Last ad Engagement Mapping
Site Cost Impressions Clicks Conversions CPA Conversions CPA
Ad.com $12,000 4,000,000 20,000 200 $60 230 $52
Broadband Ent. $10,000 1,250,000 2,500 125 $80 188 $53
Google $15,000 0 16,667 500 $30 400 $38
Yahoo! $15,000 3,000,000 13,500 270 $56 278 $54
Totals $52,000 8,250,000 52,667 1,095 $47 1,095 $47
What changes?
• Advertising.com p
g performance improves.
p
• Broadband Enterprise’s role is revealed.
• Search shares credit for some conversions.
© 2007 Atlas—All rights reserved. 13

14. Engagement Mapping Publisher Benefits
• Display captures credit for assisting search
– Publishers will get paid for reaching the right audience with
quality inventory.
• Higher CPMs justified for better content, reach
– Bi b t for i h di id
Big boost f rich media, video, l
larger ads. L
d Less remnant
t
inventory.
• Frequency g
q y gets its due
– More ads to converters results in more credit—“last ad” calls this
waste.
• Bring offline dollars online
– EM is based on fundamental marketing principles—traditional
marketers get it.
© 2007 Atlas—All rights reserved. 14

15. Request Conversion Information: Share Reports
• While conversion information is private for each of our
agency/advertiser clients, you may ask to ‘Share a Report’
– Ad ti il h ti ith bli h ithi
i information with publishers within
Advertisers can easily share conversion i f
the Media Console
• Conversion information will be populated in your existing reports in
additional columns and you can optimize your inventory for maximum
impact with this new data.
© 2007 Atlas—All rights reserved. 15

16. Thank You!
John Chandler-Pepelnjak
johncp@microsoft.com
j h @ i f