Making a display campaign work in today’s environment is still a combination of art and science. You need to have the technology to hone in on your ROI target while providing the visibility to apply art to the equation.
So many companies have developed sophisticated technology to automate campaign performance. The problem is that no matter how good your technology, you still need statistical relevance to make decisions. Statistical relevance requires volume, and volume costs money. Asking an advertiser to spend a lot of money to “see” if something works is just not a proposition that goes over well. On the other side, companies that take display deals on a CPA basis have to decide how much to spend to find that sweet spot.
That’s where the art comes in. If technology can rapidly adjust your landscape and offer visibility, the human mind can determine how to jump to the next level without wasting a lot of money. Sites, creative, frequency capping—all levers that can be played with to find that balance of volume and performance.
There are so many variables that it becomes a tangled web. Take the “transition impression” concept. When you first enter a site, you have yet to engage in the content, which means that an ad has a much better chance of making an impact on you. Once you have engaged with the site, you are less likely to be distracted by extraneous content, such as advertising.
The analogy we use here at Underdog Media is one about driving a car. Consider these two scenarios: making a turn vs. driving straight ahead. If you are making a turn, you are very engaged in your surroundings and more likely to notice things, like a pedestrian, that might effect your actions. While driving straight, you are less likely to notice things going on around you.
Optimization is art and science. Transition impressions—and their impact on performance—are just one example of the multitude of variables that must be considered to maximize ROI.