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Group Product Around Consumers Credit Cards Home Loans Investment Services Checking Account Synch Multiple Products Across All Channels Credit Cards Home Loans Investment Services Checking Account Credit Cards Home Loans Invt. Services CK Accounts Search Display Rich Media Email Acquisition Activation Services Retention Products Channels Creative A Creative B Creative C Good Testing And The Waste Of Time… Prices in the copy increased CTR by 67% over campaign average The CTA ‘Shop Now’ was more effective at driving clicks by 61% The 300x250 was nearly 70% more effective than campaign average Adding 2 CTAs increased the CTR by 85 % Messages with1-2 lines per headline, generally did well compared to the campaign average , by nearly 40% Case Study: Optimization Weeks 1 – 2 All Creative Running Week 3 Week 4 Week 5 Tourism Australia utilized six unique banners highlighting different vacation activities: Week 6 90% Rotation 10% Rotation 90% Rotation 10% Rotation 90% Rotation 10% Rotation 90% Rotation 10% Rotation Before Smart Versioning Smart Versioning ? 2011 MediaMind | A division of DG | All rights reserved Blind Awareness ? 2011 MediaMind | A division of DG | All rights reserved End of the Funnel The Ideal Funnel Never interacted, new customer Some interaction, no conversion Visited website, and interacted with ads Change of direction Consumer Purchase Cycle - Automotive Emphasis Placed On One Or The Other Awareness Conversion The Effects Of Branding On DR In April 2011, IPSOS and Sensory Logic did a study the effects of DR metrics when ‘branding’ style creative objectives/tactics were added to the campaign Campaigns were from aggregated and then creative was isolated into categories 40 different heavy online advertisers within 10 different verticals Relating Brand Metrics to Desired Action Dwell is a brand metric, measuring time spent ‘interacting with ad’ Study shows correlation with campaigns with high dwell (Avg. 43 sec) and the increase i