Archive for the ‘Display Media’ Category

IAB: Monthly Unique Browsers Measure No Longer Reliable Metric But Daily is OK

Monday, December 3rd, 2012

IAB

In a press release today, online advertising industry body the Interactive Advertising Bureau (IAB) has announced it no longer feels unique browsers is a reliable metric for online traffic.

IAB Australia has issued a Notice of Intent to the industry advising it is retiring the Monthly Unique Browser (UB) metric in Australia as of 1st February 2013. Following that date, IAB has advised the Monthly UB metric should not be used as an audience proxy and in line with this move Nielsen will stop reporting this metric within its Market Intelligence product.

Instead, the use of a people-based metric Unique Audience (UA) should be used. The Monthly UB metric is being retired as it is no longer in line with the active online population or even total population. Monthly UBs now total over 90 million in Australia – outnumbering the actual human online population by a factor of more than five. The decision to retire the metric was made by the IAB Measurement Council with the MFA and has the support of AANA.

Gai Le Roy, IAB Australia’s Director of Research, commented: “The Monthly UB metric has been used in the Australian market for more than 15 years but now that it no longer equals a person, it has outlived its usefulness as a proxy for monthly visitation to website figures and should not be used.”

“As an industry we are looking for more accurate and meaningful data and it’s clear that the Monthly UB metric is become increasingly inaccurate, less useful and even misleading. Indeed with the proliferation of devices and browsers in use by consumers, the disparity between browsers and actual people will only accelerate,” said Le Roy.

While the Monthly UB metric is being retired, the Average Daily UB metric may still be used as the IAB Measurement Council has determined that the active online population in Australia is aligned with the Average Daily UB numbers.

In conducting its review, the Measurement Council found that while the Monthly Unique Browsers inflation is most noticeable at a Market Aggregate level, the top five Publishers in Nielsen’s Market Intelligence (MI) often have a greater number of Monthly Unique Browsers than total Australian Active Online universe of 16.1 million people – an impossible and implausible amount.

Source: IAB press release

IAB say the reason behind this is because:

The massive growth in Monthly Unique Browsers from just over 25 million in 2005 to 90 million in 2012. Clearly such a ‘user level’ is not possible in a country with a total population of just over 22 million people and with recent estimates of the Australian Active Online Universe being just over 16 million. However, pleasingly it can be noted that the Average Daily Unique Browsers is both at a level below that of the population and reflecting a plausible growth.

IAB graph

In 2000, the main locations for accessing the internet were home and/or work using a PC or laptop.
People typically used one browser on each machine so if a person accessed from home and from work
they would generate 2 browsers cookies.
In 2012, we now have on average 1.4 laptops per household and 1.7 desktops.  90% of people have
accessed the internet from home, with 57% of people having accessed from work.   However, now in
addition to home and work we also see that 55% of the online population have accessed from a mobile,
20% from a tablet, 18% from a games console and 11% from a TV. (Sources: ownership from Nielsen
CMV, usage from Nielsen online consumer report)4
Further to this, a user typically doesn’t generate just one cookie per device.   Instead they often
generate multiple cookies, particularly as users now tend to have more than one browser and are
tending to clear out their browsers more frequently which generates new cookies.
The nett effect is that a single user now typically generates many cookies across multiple devices and
browsers, and the longer the time period the more the cookie duplication happens (which is why
Monthly Unique Browsers are affected more than Average Daily Unique Browsers).The research found that in 2000, the main locations for accessing the internet were home and/or work using a PC or laptop.  People typically used one browser on each machine so if a person accessed from home and from work  they would generate 2 browsers cookies.

The research found that in 2000, the main locations for accessing the internet were home and/or work using a PC or laptop. People typically used one browser on each machine so if a person accessed from home and from work they would generate 2 browsers cookies.

However in 2012, we now have on average 1.4 laptops per household and 1.7 desktops. 90% of people have accessed the internet from home, with 57% of people having accessed from work. However, now in addition to home and work we also see that 55% of the online population have accessed from a mobile, 20% from a tablet, 18% from a games console and 11% from a TV. (Sources: ownership from Nielsen CMV, usage from Nielsen online consumer report)

Further to this, a user typically doesn’t generate just one cookie per device. Instead they often generate multiple cookies, particularly as users now tend to have more than one browser and are tending to clear out their browsers more frequently which generates new cookies. The nett effect is that a single user now typically generates many cookies across multiple devices and browsers, and the longer the time period the more the cookie duplication happens (which is why Monthly Unique Browsers are affected more than Average Daily Unique Browsers).

See the IAB’s FAQs document on why they have announced monthly UB as an unreliable metric here

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IAB Best Practice Series: Online Video Advertising

Tuesday, November 1st, 2011

OnlineVideoAds

#1 Getting Started – Length & Quality

The International Advertising Bureau (IABUK) has recently set out a new set of best practices in regards to online video advertising so we thought with the extensive growth in the area you should know about what they had to say. We’ll post a series of top tips that you need to know about online video display advertising.

Video Content

On the internet there are different types of video clips and programmes, known as video content. You must think about the audience you would like to reach, and the type of video content you will advertise around to reach them. Consider two important aspects:

QUALITY AND LENGTH

The quality and length of video content will affect how receptive a consumer is to advertising in the same way as TV or written web pages. With online video, the higher the quality or the longer the clip, the more receptive a consumer will be to advertising. Think about what you want to achieve, short ads or different formats can be effective for your particular objectives.

What types of video are consumers engaging with?

The below tables show what types of video people watch, why they watch it and how they watch it. It is categorised as three types of video content called snippets, boutique and programmes and film.

table1a_4431

Why are they watching it?

table2a_4407

How are they watching it?

table3a_4408

Quality

Obviously, advertising around higher quality, professionally produced boutique, programme and film content will come at a premium cost because they have greater brand association and a large number of people from certain demographics will return regularly.

People that choose to watch high quality content will be more receptive to advertising. For instance, if someone chooses to watch a professionally produced episode of Lost on Channel 4’s website, they will be more receptive to an advert break at the beginning, middle and end of the programme, largely because they are used to it on TV.

Equally, if it’s the world premiere of the latest music video from the Kings of Leon or Lady Gaga, people will be more willing to sit through a short advert to watch it. If someone clicks to watch a home made clip on YouTube, they may be less likely to accept lengthy advertising beforehand because it doesn’t seem worth the wait.

You will be able to judge quality based on your own knowledge of the content, and on information provided by publishers and agencies.

Length

On the internet, very short video content (clips of usually 1 – 3 minutes) is extremely popular, forming the bulk of video consumed. Advertising around this short form content must be approached differently to long form content (programmes usually 15 – 60 minutes). Like quality, you will be able to find out more information from publishers and agencies. Rules to consider for length:

table4_4468

Come back to see the next instalment in the series: #2 Video with other media

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Product Focus: Performance Display

Wednesday, August 24th, 2011

performance display logo

What is it?

TPN is a “true performance” network (CPC/CPA)
providing access to a diverse network of quality
Australian websites.
The response rates are maximised by presenting the
right ad to the right user at the right time using the latest
ad targeting and optimisation technology, enhanced by
unique user data analysis.
TPN offers a range of campaigns types and can
accommodate a range of rates

The Performance Network (TPN) is a “true performance” network (CPC/CPA) providing access to a diverse network of quality Australian websites. The response rates are maximised by presenting the right ad to the right user at the right time using the latest ad targeting and optimisation technology, enhanced by unique user data analysis. TPN offers a range of campaigns types and can accommodate a range of rates.
How It Works
performance display 4

Types of Campaigns

Targeted
Utilising advanced targeting options, they are delivered as fast as possible against a specific target audience
and take precedence over all campaign types.
Branding
Creative is primarily brand focused and call to action is less obvious. Click Through Rates (CTR) are lower than
normal direct response performance campaign (<0.05%). They are delivered evenly over the campaign period.
High Priority (HP)
Used when a defined budget needs to be spread over a defined campaign period. These are often used to
promote a wider campaign or specific promotion. Take priority after Targeted & Branding as inventory
forecasting is used to ensure they are delivered within the campaign period.
Low Priority (LP)
Can be placed at any rate and compete with each other in an eCPM based auction and determines which campaign gets the majority of available spare inventory each hour. Effective Cost Per Thousand Ad Impressions (eCPM) is affected by the Cost per Click (CPC) or Cost per Acquisition (CPA) rate paid and the Click Through Rate (CTR) or Conversion Rate (CR). Delivery of these campaigns cannot be guaranteed.
performance display 2

Get in touch with the 3di team for more info about Performance Display and pricing options.

3dinteractive exclusively represent The Performance Network (TPN) in Australia and New Zealand
www.tpn.com.au

TPN

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Trading desk – Are you using one?

Wednesday, August 24th, 2011

2011-07-12-12-05-50-5-a-demand-side-platform-is-exactly-the-digital-ad-s

“I know you’re not standing on your front porch with a bag of money waiting for me to call you. But I’m not some 18-year-old selling a cure for AIDS. I’m 46 years old, I have 22 years market experience, I know this business. So pick up your skirt, grab your balls, and let’s go make some money”  – a quote from the movie Boiler Room.

A trading desk conjures up this image of a stampede of brokers banging away on phones and desks covered in screens covered in graphs and flickering stats. The online advertising space has aggregated multiple ad exchanges and allows access to these exchanges through a single interface. This interface is called a DSP.

DSP is the new three letter acronym thrown around town. According to Wikipedia DSP is defined as

A demand side platform (DSP) is a system that allows digital advertisers to manage multiple ad exchange and data exchange accounts through one interface. Real time bidding for display online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences.

What the above definition means is that you are able to buy information of people that have performed a specific task and run a display campaign across a multitude of websites using a single interface targeting those people. Example – you are a car retailer and want to target people in the market for a new Holden. You can specify that you want your Holden ad to be shown to anyone who has searched for a new car, gone to the Holden website or a competitor website in the last 5 days. If that specific person goes to a news site within the network you can target them.

The concept of a using a DSP or running a campaign on Facebook sounds great. However in reality it requires someone to actively manage the campaign much the same as someone managing your Adwords campaign or your stock-portfolio. We have managed and optimized campaigns delivering $300 per minute. We have teams of people managing your campaigns so you don’t ever have to worry about one person leaving and you losing all the intellectual property gained. We are constantly sharing knowledge of what bidding strategy or network is performing and ensuring those learnings are applied across all the campaigns we are running.

We are constantly managing ROI by looking at eCPC as well as eCPAs. RTB needs a constant hands-on approach as well as incorporating ‘Real Time Page Level Semantic Analysis’ to ensure page-level control over brand safety, relevance and quality. Over and above the management there is also a need to ensure your tagging through your adserver is pulling through the correct impression and click data as well as managing delivery discrepancies.

As with any system there is a massive learning curve to get started. New naming conventions, tagging, setting up accounts, learning what works and what doesn’t. With a trading desk the time to market is immediate and you get the value of all the learnings the company has made across all their clients so you don’t go through the same pain figuring out what bidding methodology works.

If any of the above acronyms or process sounds a little hairy I would recommend that you enlist the help of a trading desk.

If you are already running your own account a quick way to check if the guys you are using know what they are doing is too look if they have set a budget. If they have capped the budget it means they aren’t actively managing the campaign. Why would you put a capped budget in place if you are meeting the CPA requirements?

Using a trading desk makes it easy for an advertiser to get all the benefits of features and targeting available on a DSP, without having to hire an online marketing specialist. The trading desk shoulders all the responsibility as you have bought a fixed amount of traffic at a fixed price, the same as buying 20,000,000 impressions on a website at $20 CPM the only difference is that the price is $2 CPM and you get massive amounts of targeting which no website can match.

Targeting

There are massive amounts of targeting available to the advertiser. If you have a good idea of who your target audience is we can target by

• Location

• Age

• Gender

• Interest

• Purchase Intent

• Site/Content Vertical

The trading desk covers the following networks and social media sites

• Admeld

• Facebook

• Google AdExchange

• Linkedin

• Open Market

• Pubmatic

• Rubicon

Benefits of using a trading desk

• All of the benefits without the hassles

• Budget management, not too slow or too fast

• Experienced traders run your campaign

• Robust technology delivers results

• Return on investment

Speak to the 3di team about our Trading Desk product, available on our exclusive Performance Network – The Performance Network (TPN), check it out at www.tpn.com.au or give us a call on 1300 806986

TPN

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Google Buys Admeld

Thursday, June 9th, 2011

google-buys-admeld

AdMeld, an advertising optimization platform for publishers, has been acquired by Google for around $400 million according to multiple sources. The company, which launched in 2007, has raised just $30 million in venture capital from Foundry Group, Spark Capital, Norwest Venture Partners and Time Warner Investments.

This is a sweet comeback for CEO Michael Barrett. As I noted in our first post about AdMeld in 2009, Barrett was fired from News Corp. in 2008 when the division that owned MySpace failed to meet a $1 billion revenue target. Most sources we spoke with at the time said he was the fall guy for an unrealistic revenue target to begin with, set by News Corp.’s Rupert Murdoch in a previous earnings call.

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Why do adserver and web analytics stats differ so much?

Monday, May 9th, 2011
As long as there are different measuring systems there will always be different figures. The key however is understanding why there are differences and at what point the differences become unacceptable. The below reasons and discrepancies should give you a bench mark to compare to and possibly set up some business rules that say you are willing to accept the following margin of difference however anything over needs to be reviewed.
Adserver vs Adserver
If you are a media buyer you are well aware that a website or networks impressions and clicks are higher than your adserver. The difference normally ranges between 10% to 20%. The more adservers there are in the process the higher the discrepancy. For instance if the advertiser servers their banners through double click and books the campaign on a network, the network is run on another adserver like OpenX and the network then puts the banners on websites who use either their own systems or DFP or Atlas you start getting very far removed from the original impressions. So in the above example you could be as far out as 30%.
Below are a couple of reasons why those discrepancies exist
• Impression definitions: Publishers count the ad requested and advertisers count the ad displayed.
• Large creatives have long load times resulting in differences in impression counts.
• Latency: Any lag in the connection between the ad request and the displaying of the ad can create differences in counts; the user may navigate away before seeing the ad or page
• Network connection and server reliability: An ad server may fail briefly, not receive a connection, or encounter an issue while logging a request, resulting in different counts.
• Ad blockers: Publishers issue an ad request, but the ad is prevented from being displayed by an ad blocker.
• Caching: A creative may be cached in the browser or on a proxy server; no ad request is seen by the advertiser server, which results in impression count differences.
• Trafficking errors: An ad tag may be implemented incorrectly so that one ad server is able to see the impressions and clicks while another server doesn’t (or only receives a subset of the statistics).
• Frequency capping: An advertiser’s frequency cap could prevent an ad request from being filled, which may cause different impression counts.
• Timing differences: Ad servers may operate on different time intervals or time zones, which results in temporal differences.
• Spam filtering: Ad servers may filter out spam impressions and clicks, impressions from robots and spiders, back-to-back clicks, and other activities. These filtering technologies are implemented in different ways; some servers may be more or less aggressive in their filtering, which results in spam and click count differences.
Google Analytics vs Adserver
As mentioned above different systems measure impressions and clicks differently. There is almost always a discrepancy between ad serving and web analytics because they are two different platforms that measure data in different ways. In my experience, I’ve often seen the web analytics report lower numbers than the ad server’s numbers. Discrepancies are okay if they are consistently inconsistent. It helps to know how an ad server is “defining” a set of data vs. your web analytics platform. For example, a “visit” may be defined differently by DART (clicks) vs. Omniture (visits to an actual web page). In this example, it would be possible for a user to click on an ad a few times and repeatedly visit your site, but the web platform could count this as one visit.
Here are a couple of reasons why there are discrepancies
• Ad Servers report clicks that result in a redirect to a web page. There is no guarantee that the visitor makes it to the webpage or isn’t further redirected.
• The statistics are affected by a user who closes a browser after clicking an ad, hijacking (toolbars that redirect traffic), bots, and in some cases an ad server that times out. Ad servers accurately measure ad displays and clicks. They are not so accurate at telling you how many people visited a website.
• A log analysers reports on pages served by a web server, it doesn’t see pages served from caching proxies used by ISPs and doesn’t see pages served from a browser’s cache. Log analysers accurately report server activity and nothing else.
• Java script based metrics (like Google Analytics): Reports accurately if the end user has java script and no software that blocks your tracker (7-15% of computers have this depending on who’s metrics you are using). Java script based metrics tell you within 7-15% what pages have been viewed.
• Coding errors on the website – checking web analytics tags are laborious which means it is easy to miss something. You can use this tool to check tags http://wasp.immeria.net/

systems-thinking1

We decided to post this article written by the Head of The Performance Network, Jaysen Juplessis as we found clients were asking us the common question:

Why do adserver and web analytics stats differ so much?

As long as there are different measuring systems there will always be different figures. The key however is understanding why there are differences and at what point the differences become unacceptable. The below reasons and discrepancies should give you a bench mark to compare to and possibly set up some business rules that say you are willing to accept the following margin of difference however anything over needs to be reviewed.

Adserver vs Adserver

If you are a media buyer you are well aware that a website or networks impressions and clicks are higher than your adserver. The difference normally ranges between 10% to 20%. The more adservers there are in the process the higher the discrepancy. For instance if the advertiser servers their banners through double click and books the campaign on a network, the network is run on another adserver like OpenX and the network then puts the banners on websites who use either their own systems or DFP or Atlas you start getting very far removed from the original impressions. So in the above example you could be as far out as 30%.

Below are a couple of reasons why those discrepancies exist

• Impression definitions: Publishers count the ad requested and advertisers count the ad displayed.

• Large creatives have long load times resulting in differences in impression counts.

• Latency: Any lag in the connection between the ad request and the displaying of the ad can create differences in counts; the user may navigate away before seeing the ad or page

• Network connection and server reliability: An ad server may fail briefly, not receive a connection, or encounter an issue while logging a request, resulting in different counts.

• Ad blockers: Publishers issue an ad request, but the ad is prevented from being displayed by an ad blocker.

• Caching: A creative may be cached in the browser or on a proxy server; no ad request is seen by the advertiser server, which results in impression count differences.

• Trafficking errors: An ad tag may be implemented incorrectly so that one ad server is able to see the impressions and clicks while another server doesn’t (or only receives a subset of the statistics).

• Frequency capping: An advertiser’s frequency cap could prevent an ad request from being filled, which may cause different impression counts.

• Timing differences: Ad servers may operate on different time intervals or time zones, which results in temporal differences.

• Spam filtering: Ad servers may filter out spam impressions and clicks, impressions from robots and spiders, back-to-back clicks, and other activities. These filtering technologies are implemented in different ways; some servers may be more or less aggressive in their filtering, which results in spam and click count differences.

Google Analytics vs Adserver

As mentioned above different systems measure impressions and clicks differently. There is almost always a discrepancy between ad serving and web analytics because they are two different platforms that measure data in different ways. In my experience, I’ve often seen the web analytics report lower numbers than the ad server’s numbers. Discrepancies are okay if they are consistently inconsistent. It helps to know how an ad server is “defining” a set of data vs. your web analytics platform. For example, a “visit” may be defined differently by DART (clicks) vs. Omniture (visits to an actual web page). In this example, it would be possible for a user to click on an ad a few times and repeatedly visit your site, but the web platform could count this as one visit.

Here are a couple of reasons why there are discrepancies

• Ad Servers report clicks that result in a redirect to a web page. There is no guarantee that the visitor makes it to the webpage or isn’t further redirected.

• The statistics are affected by a user who closes a browser after clicking an ad, hijacking (toolbars that redirect traffic), bots, and in some cases an ad server that times out. Ad servers accurately measure ad displays and clicks. They are not so accurate at telling you how many people visited a website.

• A log analysers reports on pages served by a web server, it doesn’t see pages served from caching proxies used by ISPs and doesn’t see pages served from a browser’s cache. Log analysers accurately report server activity and nothing else.

• Java script based metrics (like Google Analytics): Reports accurately if the end user has java script and no software that blocks your tracker (7-15% of computers have this depending on who’s metrics you are using). Java script based metrics tell you within 7-15% what pages have been viewed.

• Coding errors on the website – checking web analytics tags are laborious which means it is easy to miss something. You can use this tool to check tags http://wasp.immeria.net/

Get in touch with our team for more advice on display media and best practice.

Australia: experts@3dinteractive.com.au

New Zealand: enquiry@3dinteractive.co.nz

The Performance Network (TPN) is a premium performance based advertising network offering key benefits to many of Australia’s and new Zealand’s leading advertisers and publishers. TPN offers a wide range of CPC (Cost per Click) and CPA (Cost per Acquisition) opportunities across display, email, links and co-registration media placements. Advertiser and Publisher opportunities with TPN are available exclusively from 3dinteractive.

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IAB publish behavioural advertising best practice Guideline

Tuesday, March 22nd, 2011

IAB have released a self regulatory guideline for online publishers  and a consumer website to help educate about behavioural advertising. Here is what was published on the IAB website:

21st March 2011.

A group of leading businesses and industry associations in the online advertising sector, the Australian Digital Advertising Alliance (ADAA), has today published Australia’s first self-regulatory Guideline for companies engaged in third party online behavioural advertising (OBA).

The Australian Guideline for Third Party Online Behavioural Advertising (the Guideline) sets out seven self-regulatory principles designed to promote transparency, consumer awareness and consumer choice in relation to the type of advertising consumers receive and to encourage good practice and accountability in businesses that deploy third party online behavioural advertising.

The ADAA has also developed a consumer information website http://www.youronlinechoices.com.au to educate consumers about online behavioural advertising, allowing them to find answers to the most frequently asked questions, discover how the technology works, and should they wish, how to manage their online advertising preferences with businesses that are signatories of the Guideline.

ADAA spokesperson Paul Fisher said “The best practice Guideline is designed to build confidence and understanding in third party online behavioural advertising and to ensure that in conjunction with existing Australian privacy law, individual choices are safeguarded.  The launch of the Guideline and the information website is a significant development by the industry to provide consumers with user-friendly information about the type of advertising they receive online.

“The development of the Guideline demonstrates the commitment of the online advertising industry to effective, pro-active and consumer-friendly self-regulation.  We believe that if we talk to our consumers and explain what we do, how we do it and the potential value it brings to them we will build the confidence that is so vital in ensuring the continued growth and development of the Australian online advertising industry,” said Fisher.

Successful on-line advertising is fundamental to the accessibility, affordability and dynamism of the internet as it enables consumers to access a range of online services for free or at very low cost. Relevant advertising is beneficial for both consumers and businesses as it allows consumers to receive advertising that reflects their interests and allows businesses to put their message in front of the right people at the right time.

Third Party OBA aims to deliver online advertising that is relevant to a consumer’s likely interests by using cookies to assign an internet enabled device to interest categories based on its browsing history.  Those interests may then be detected at unrelated websites and used to present relevant advertising.  Under the Guidelines signatories may not combine Third party OBA data with personal information except where the consumer protections required by Australian privacy law have been met.

The seven self-regulatory principles of the Guideline require businesses to exercise best practice in order to promote transparency and choice by giving consumers clear notice as to which data is collected, how it is collected, what it is used for and the ability to exercise choice over online ads; promote internal good practices in the area of privacy, data security and the handling of sensitive data; promote consumer awareness with the launch of http://www.youronlinechoices.com.au; and promote accountability with the introduction of an easily accessible complaints procedure and on-going monitoring and review of the Guideline.

Signatories to the Guideline that do not already comply with or exceed the seven self-regulatory principles have a six month implementation period to meet the required obligation.  The list of founding members and current signatories can be read in full below and The Guideline can be found online at http://www.youronlinechoices.com.au

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New IAB Universal Advertising Package Guidelines (UAP)

Monday, March 14th, 2011

The IAB has recently released new guidelines for display advertising, here are the details:

Executive Summary

The objective of the IAB Universal Advertising Package (UAP) Guidelines is to update the Australian industry-agreed standards for online advertising placements and to include rich media.

The guidelines are intended for marketers, agencies and media companies involved in the creation, planning, buying and selling of online advertising. They seek to simplify the media creation and buying process, deliver operational efficiencies, and drive growth for both standard and rich media formats.

The standard ad units represent the most commonly bought ad unit, while rich media is defined as ads which utilise additional video, animation or interactive elements beyond those achievable in a standard display ad.

These guidelines have been developed based on the following considerations:

• Input from the IAB Standards and Guidelines Council with representation across Publishers, the Media Federation of Australia, The Communications Council and Media Agencies;

• Feedback from the broader industry;

• A review of existing international IAB UAP ad standards; and

• Australia’s current internet connection speeds.

IAB-UAP

Ad Creative Due Date Guidelines

• Standard Creative (including third party vendor tags) must be submitted to publisher three working days prior to live date.

• Rich Media (including third party vendor tags) must be submitted to publisher five working days prior to live date.

General Information

• Transparency is at the Publisher’s discreation

• Rich Media change creative policy: all creative must be approved by the publisher before any changes are made on the live tags.

• Not all publishers carry all formats

For 3dinteractive’s specifications for display and email creative, please refer to your Account Manager or contact us on 1300 806 986

SOURCE: IAB Australia website

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Demand for email increases in line with growth of digital advertising for 2011

Wednesday, March 9th, 2011

increaseProfit

The growth of digital advertising is estimated to continue to throughout 2011, industry forecasts have advertising within display media set to grow at between 15-18% year/year, to a level of $800M for 2011.

This is supported by the recently released estimates for the Future of Digital Advertising by PWC – IAB, predicting Digital and TV (free to air) will be on parity at $3.8billion in 2014.

Demand for targeted media is at an all time high, but as the options for targeting improve for larger publishers, they continue to struggle to offer true targeting. Website publishers are often left with technology driven targeting promises to try to sell to advertisers.

Technology that analysis masses of user data to try to deliver targeted banner advertisements based on users browsing history (behaviour) or against the very minimum details user may have completed as a member registration process.

This is VERY basic targeting, when do you remember a banner ad that is relevant to your interest?

For as long as there has been the internet there has been email advertising. In fact since the beginning of connectivity, email remains as the most popular activity across all internet users, yes bigger than Search!

More than 90% of Internet users between 18 and 72 said they send and receive email, making it the top online activity just ahead of search engines, & The number of marketing emails sent by U.S. retailers and wholesalers this year will hit 158 billion and grow 63% to 258 billion in 2013.

- Forrester’s c/o emailstatcentre.com 2011.

Currently demand for email advertising is far outstripping banner advertising, and we put this down to emails’ targeting capabilities, but targeting is not emails only benefit. Below are listed the key benefits of email as a advertising media.

targeted-social-media-marketing-300x267

  • Targeted Media– a stand out benefit when compared to banner advertising. Members join a database completing details in relevant to themselves. The most basic information captured is Name/ Sex/ Age and location. More detailed databases are asking up to 200 profile questions, on consumer behaviour, what they are interests. The best part is that consumers a granting their Permission to use this data to receive relevant offers. This rich information allows marketers the ability to send campaigns to a highly targeted member who is anticipating receiving offers.
  • Permission Marketing is an emerging marketing term on the verge of becoming mainstream. Consumers grant their permission to receive information based on the details they have entered during a registration process. The Spam Act 2003 requires consumer permission to be granted for email marketing. Once permission is granted communication is anticipated by the consumer and as a result campaigns consistently achieve very high response rates. Permission is a form of Pull Marketing.
  • Pull marketing – next to search marketing, permission marketing is the only other true form of Pull marketing. Consumers have a desire for information on their interests and offers based on their profile – targeted offers. Permission reduces clutter to consumers; marketers should be respecting the consumer’s request (permission) and moving from Push marketing to Pull Marketing. Stop shouting to try to be heard, listen as there are captive audiences wanting information, in their require timing and at their personal volume levels. What is to be received and how often
  • Reach and usage – email is the most widely used application on the internet – 90% of all people accessing the internet have an email account*. 35% of people surveyed checked their emails as one of the first activities each morning, 45% check their email at least 3 times per day and 70% have multiple email addresses. Email is a big part of everyday life! Email for marketing has mass reach possibilities. 3di’s email network provides access to over 5.2 million permisssioned members across b2b and b2c
  • Personal – the direct nature of email (delivered straight into the consumer’s inbox) allows a powerful opportunity for brands to build a one to one (1-1) relationship with current and perspective customers. The simple use of addressing the message with the recipient’s first name is a great way to start building this relationship. This is made possible via basic HTML coding within the email creative pulling information off the database.

E.g. Dear {member_firstname}

email

  • Impactful and responsive – 100% share of voice is the term used by media planners/buyers. Email is a advertising opportunity with no clutter. Direct into a consumer’s inbox, 100% share of voice, full page add, targeted and anticipated recipients’ generates high responses.

Below are some industry response rates by medium:

Display medium Average Response Rates

Banner ads – website 0.05%
Direct Mail – 3rd party list 1.0%
Direct Mail – in house list 1.5%
Email – in house list 2.0%
Email – 3rd party non -incentivised 5.0%
Email – 3rd party incentivised 15.0%

Source: Email and banner estimates via tracking technology utilised by 3di- DREAM mail (Epsilon), TPN for publishers (OpenX), Direct mail based on customer input

  • Timely – broadcasting an email can be timed to generate the highest response. Technology allows the choice of time of day and day of week for each campaign broadcast. The recommendation for highest response when broadcasting a campaign is based on generic consumer behaviour for the target audience. Across the board Tuesday at 11am yields the highest Reponses. Monday is normally jammed with admin that needs specific attention, but it is also well know for sickies and long weekends. 11am because generally people have got through deleting of overnight unwanted emails, and chats about the night before and are well into their working day. Response rates for emails opened are measured by the minutes/second with 60% of all responses received within the first 24hrs. Friday afternoons are perfect for competitions as most people are so anticipating the weekend they will respond to anything and complete a lot of details in entry forms
  • Social – we track a very high “Like” share with a friend element of majority of email campaigns, due to the tight targeting and offer relevance members will share with friends. We have experienced as high as 20% pass along rates for campaigns, with these views as a bonus to marketers – courtesy of happy members. We recommend the inclusion of links to facebook as standard within email campaigns allowing members to “Like” and post to friends the offer they have just received

facebook post to profile

  • Cost effective and environmentally friendly – it has dawned on me that this key benefit is the last on the list, however by no means should be last, in fact a key decision in all marketing planning is cost effectiveness. Compared to traditional direct marketing – Mailing, email rains supreme on the carbon footprint – No mass printing, no envelops, no stuffing no mailing house, and no stamps required. Email campaigns do come at a cost but truly a fraction of DM campaigns.

3di has been at the forefront of email sales, since 2000, offering clients access to AU’s premium permission databases. Start a conversation with one of our experts and we will be able to discuss your requirements and create a highly responsive campaign for your next media campaign.

By Mark Halstead, Head of Media, 3dinteractive

Follow: linkedin.com/in/markhalstead

Posted in Display Media, Email Advertising | No Comments »

TPN – Where will my ads appear?

Thursday, September 16th, 2010

tpn listTPN operates across a network of 200 diverse quality websites and email lists focussing on local .com.au and .co.nz domains.

Because TPN manages the remnant inventory of its publisher clients it is sensitive not to undercut their premium CPM advertising offerings and so placement on any particular site cannot be guaranteed via TPN. However TPN is also sensitive to the needs of advertisers to know where their campaigns will run. To support this need TPN provides a list of sites that an advertisers campaign could run on and TPN will only run campaigns on the sites listed all of which are either IASH Standard and Recommended IASH Optional class sites. (TPN Code of Conduct)

Sites your TPN campaign could appear on (PDF)

(last updated: 16 sept 2010)

Posted in Display Media, Email Advertising | No Comments »