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Video: How to Measure the Value of Display Campaigns

Please watch this companion piece to our Dossier 5.1 article that discusses how marketers can best determine the effectiveness of display programs. I would love to hear your thoughts and questions in the comments below. Thanks for tuning in!

Michelle Ulizio:  Hi, I am Michelle Ulizio, RKG's Display Product Manager, and here today to talk about what else but display and how advertisers can start understanding how display is driving conversions for their media mix.

With the advent of real-time bidding, ad exchanges, improved tracking capabilities, and all the other pieces that make up the complex web of the online display landscape, advertisers are warming up to expand their reach and start using online display to drive demand where print, TV, and other offline mediums previously contributed.

However, this has sparked a whole new set of questions that marketers needed to answer. If new customers looked so much like our existing customers, wouldn't they make it to our site anyways? If they made it to our site, wouldn't they come back and purchase on their own? What do I make of all these view-through conversions?

Well, there is a test for that, actually two, both designed to help answer those questions so that we can understand the impact of a display campaign and also point to the right attribution for those view-through conversions.

Whether running a PSA test, which is a public service announcement test, or a hold-out test, you will have a control group that isn't exposed to your campaign and a test group that will be shown your ads. It's important to note that at the end of the experiment, your test group will have click-driven orders, orders that can be directly credited to your campaign because the customer clicked your branded ad and then placed an order. But, also, you'll have view-through conversions where the shopper saw an ad, did not click, but navigated back to the site on their own through direct load or another medium and then purchased.

Obviously, those who clicked and converted were influenced by our campaign. But to understand the impact of the view-based orders, we'll compare them to the control group and see how many more people were exposed to our brand ad and converted versus those who did not see our ad or saw instead a public service announcement banner and instantly made it back to our site to convert.

In our experience, when you're evaluating the impact for retargeting campaigns, you'll have in the ballpark of a 5% to 15% lift in conversions. Whereas when you're prospecting and going after new customers, you can see a 20% to 50% lift. It is important to determine these results for each campaign so that you can give direction to your budget allocations across your display media mix and have a more accurately presented value of your display campaigns as a whole.

There are many other ways to think about online attribution as a whole, but hopefully we have been able to help lay the foundation to help you as advertisers understand the value of your performance-based display campaign and also see the benefits of how that display campaign is impacting your overall marketing mix.

For more information, feel free to read the full article on the most recent edition of RKG's Dossier. Thanks and we'll see you next time.

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