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Shocking Truths About Display Ads by Augustine Fou Digital Consigliere

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Shocking Truths About Display Ads by Augustine Fou Digital Consigliere

  1. 1. Shocking TruthsAbout Display Ads Dr. Augustine Fou http://linkd.in/augustinefou April 2013-1- Augustine Fou
  2. 2. Over 5.3 trillion display ads wereserved to U.S. users last year. The typical Internet user is served 1,707 banner ads per month. (comScore)-2- Augustine Fou
  3. 3. Evil is 25 ads per pageDo advertisers know their ads are shown next to so many others? Top half Bottom half 25 ads per page! 6 are above the fold-3- Augustine Fou
  4. 4. Facebook inflates impressions... 2012 1 2011 2 2010 3 4 5 6 7 4 8 Source: Facebook Display Ads | go-Digital Blog 9 …by increasing number of ads per pageview.-4- Augustine Fou
  5. 5. About 5% of impressionsare properly targeted Source: Nielsen, October 2011-5- Augustine Fou
  6. 6. 40-50% are never in view “about half are never in view” “quality problem in long-tail content sites” … no wonder click rates suck.-6- Augustine Fou
  7. 7. Viewable Rates by Ad Format 98% viewable commercial break 78% viewable HTML5 expandable banner 76% viewable floating ad 66% viewable expandable banner 54% viewable enhanced standard banner Source: DG MediaMind, March, 2013-7- Augustine Fou
  8. 8. 3 in 10 Ads Are Never Seen Source: comScore, March 2012-8- Augustine Fou
  9. 9. Users don’t look... Source: Banner Blindness … even “branding” doesn’t happen.-9- Augustine Fou
  10. 10. Up to 50 percent of clicks onmobile banner ads are accidental. (GoldSpot Media)- 10 - Augustine Fou
  11. 11. CTR by Creative Type Source: DoubleClick For Advertisers, Q1 2011- 11 - Augustine Fou
  12. 12. Display Advertising Big Portals Ad Networks Facebook Large audience Lots of long-tail Massive number of small websites impressions Publisher/portal has more power Advertiser has “Junk” quality and more power super-low prices CPM 10’s of dollars 1’s of dollars 10’s of cents CTR 0.1% 0.01% 0.001% Shift allocation to get more impressions or lower cost- 12 - Augustine Fou
  13. 13. Pay for impressions vs... Display Ads Pay for impressions Search Ads Pay for clicks … pay only for results (clicks).- 13 - Augustine Fou
  14. 14. Would you pay for … A vacuum cleaner that doesn’t work 99% of the time?- 14 - Augustine Fou
  15. 15. The Market Has SpokenTwo-thirds of digital ad spending is already shifted to “performance” Source: IAB, PwC April 2011- 15 - Augustine Fou
  16. 16. Dr. Augustine Fou – Digital Consigliere “Display ads are touted for „branding.‟ But what if users don‟t even look. So while clicks are not the most important metric, there has to be some evidence that any marketing tactic is actually working.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou- 16 - @acfou Augustine Fou
  17. 17. APPENDIX- 17 - Augustine Fou
  18. 18. Search is always better Search CTR: 0.19% Display CTR: 0.05% Search CTR: 0.25% Display CTR: 0.03% Search CTR: 0.13% Display CTR: 0.07% Search CTR: 0.24% Display CTR: 0.07% Source: Search versus Display | go-Digital Blog- 18 - Augustine Fou

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