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gemiusDirectEffect


                            //


                                 What is an Advertiser / Agency Adserver?
                                 What can it be used for?
                                 gemiusDirectEffect




                                 Campaign serving and effectiveness measurement




                                                                           Author: Jarosław Kaczyński

                                                                           March 2011
                                                                           Warsaw 2010


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gemiusDirectEffect


                            //




                            An adserver is a computer server, specifically a web
                             server, that stores advertisements used in online
                             marketing and delivers them to website visitors.
                                                                (Wikipedia)



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gemiusDirectEffect


                            // How online advertising works
                                                                                          Without Advertiser
                                           Publisher 1                                    / Agency Adserver

                                                              Advertiser / Agency without
                                                              control on creative displays,
                                           Publisher 2
                                                              receiving different stats
                                                              from different publishers

                                           Publisher 3
                                                                                          With Advertiser
                                                                                          / Agency Adserver
                                           Publisher 1
                                                                 Advertiser/ Agency
                                                                 Adserver controlling
                                                                 creative displays and
                                           Publisher 2           collecting                        Advertiser
                                                                 consolidated and                  Agency
                                                                 complete campaign
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                                           Publisher 3           statistics
gemiusDirectEffect


                            // The typical common functionality of an Advertiser / Agency Adserver
                               includes:


                                • Acting as third-party auditing system on publishers’ performance
                                • Uploading advertisements, including rich media formats
                                • No delay when changing advertisements by publisher
                                • Executing media plan according to rules defined by advertisers
                                • Automatic tuning and optimization based on results (e.g.: click-
                                  through-rate, action-rate)
                                • Reporting results of an ad campaign




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gemiusDirectEffect


                            // Unique advantages of an Advertiser / Agency Adserver include:


                                • Third-party auditing of publishers’ performance
                                • All statistics about each publisher are available from one interface
                                    with one access
                                •   Total campaign statistics are available for every placement (not
                                    only additive statistics but also campaign reach, number of
                                    clickers, etc.)
                                •   Publishers can be compared based on the same statistics
                                    calculated by the same method (same for every publisher)
                                •   Full control over creative display, creatives can be modified at any
                                    time
                                •   Unified technical requirements for creatives (no need to prepare
                                    mutations for different publishers)
                                •   Monitoring international ad campaigns from one interface

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gemiusDirectEffect


                            // Gemius ad campaign tracking -
                               Solution                                                Which creative formats
                                                                                     proved effective and in what
                                                                                                way?
                                              What was the
                                           engagement of users
                                           (cookies) within the
                                               campaign?




                                                                  gemiusDirectEffect                           Which placements
                                                                      campaign tracking                      proved effective and in
                               How did the                                                                        what way?
                            campaign perform
                             over consecutive                     Main aim is to evaluate the
                                   days?                               direct effect of the
                                                                            campaign



                                                     Where did the users                        How did the campaign
                                                     (cookies) who were                         influence viewing the
                                                   exposed to the campaign                         target page and
                                                        connect from?                            performing actions?
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gemiusDirectEffect


                            // Unique advantages of gemiusDirectEffect include:


                                • Sequencing ads so that users can see messages in a specific order
                                • Automatic optimisation of ad campaigns based on performance
                                • Apart from cookie reach, also the real number of users (real
                                    reach) is presented
                                •   Easy multicklick creative tracking
                                •   Numerous ready-to-use creative templates available from the
                                    interface to display rich media
                                •   Benchmark statistics available from gemiusDirectEffect reports
                                    (comparing performance with your own or market benchmarks)
                                •   Major statistics (impressions, clicks) are available real-time.
                                •   Reporting impressions, clicks, post-click & post-impression
                                    activities, and interaction metrics



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gemiusDirectEffect


                            // Learn more about gemiusEffect
                                  Learn how your target group perceives your brand (Pre/Post test or Control/Exposed
                                  method)

                                  Position the brand versus its competitors                                                       BrandingEffect
                                  Understand how the creatives were evaluated by the internet users

                                  Track the product’s/service’s brand awareness regularly to see branding results



                                                                                                          Optimize your creatives and landing pages

                                                                                               Get a quick overview of your campaign’s performance
                                 DirectEffect
                                                                                                      Check if you spend your ad budgets effectively

                                                                                    Find proper media buying models for your products and services

                                                                          Track the action paths and detect where your users drop out (lose interest)


                                    Get to know who is exposed to your ad campaign and who is interacting with it

                                    Find out about new potential target groups interested in your products/services
                                                                                                                                   ProfileEffect
                                    Learn if your campaign reached the targeted audience

                                    Build your knowledge and adjust your future communication

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gemiusDirectEffect


                            //




                                 Contact:

                                  Tamás Ács
                                  gemiusDirectEffect Product Manager
                                  E-mail: tamas.acs@gemius.com
                                  Mobile: (+36 20)543 3628
                                  Skype: tamas.acs




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What is an_advertiser_agency_adserver_gemiusWorkshop_May 2011

  • 1. gemiusDirectEffect // What is an Advertiser / Agency Adserver? What can it be used for? gemiusDirectEffect Campaign serving and effectiveness measurement Author: Jarosław Kaczyński March 2011 Warsaw 2010 flue
  • 2. gemiusDirectEffect // An adserver is a computer server, specifically a web server, that stores advertisements used in online marketing and delivers them to website visitors. (Wikipedia) flue
  • 3. gemiusDirectEffect // How online advertising works Without Advertiser Publisher 1 / Agency Adserver Advertiser / Agency without control on creative displays, Publisher 2 receiving different stats from different publishers Publisher 3 With Advertiser / Agency Adserver Publisher 1 Advertiser/ Agency Adserver controlling creative displays and Publisher 2 collecting Advertiser consolidated and Agency complete campaign flue Publisher 3 statistics
  • 4. gemiusDirectEffect // The typical common functionality of an Advertiser / Agency Adserver includes: • Acting as third-party auditing system on publishers’ performance • Uploading advertisements, including rich media formats • No delay when changing advertisements by publisher • Executing media plan according to rules defined by advertisers • Automatic tuning and optimization based on results (e.g.: click- through-rate, action-rate) • Reporting results of an ad campaign flue
  • 5. gemiusDirectEffect // Unique advantages of an Advertiser / Agency Adserver include: • Third-party auditing of publishers’ performance • All statistics about each publisher are available from one interface with one access • Total campaign statistics are available for every placement (not only additive statistics but also campaign reach, number of clickers, etc.) • Publishers can be compared based on the same statistics calculated by the same method (same for every publisher) • Full control over creative display, creatives can be modified at any time • Unified technical requirements for creatives (no need to prepare mutations for different publishers) • Monitoring international ad campaigns from one interface flue
  • 6. gemiusDirectEffect // Gemius ad campaign tracking - Solution Which creative formats proved effective and in what way? What was the engagement of users (cookies) within the campaign? gemiusDirectEffect Which placements campaign tracking proved effective and in How did the what way? campaign perform over consecutive Main aim is to evaluate the days? direct effect of the campaign Where did the users How did the campaign (cookies) who were influence viewing the exposed to the campaign target page and connect from? performing actions? flue
  • 7. gemiusDirectEffect // Unique advantages of gemiusDirectEffect include: • Sequencing ads so that users can see messages in a specific order • Automatic optimisation of ad campaigns based on performance • Apart from cookie reach, also the real number of users (real reach) is presented • Easy multicklick creative tracking • Numerous ready-to-use creative templates available from the interface to display rich media • Benchmark statistics available from gemiusDirectEffect reports (comparing performance with your own or market benchmarks) • Major statistics (impressions, clicks) are available real-time. • Reporting impressions, clicks, post-click & post-impression activities, and interaction metrics flue
  • 8. gemiusDirectEffect // Learn more about gemiusEffect Learn how your target group perceives your brand (Pre/Post test or Control/Exposed method) Position the brand versus its competitors BrandingEffect Understand how the creatives were evaluated by the internet users Track the product’s/service’s brand awareness regularly to see branding results Optimize your creatives and landing pages Get a quick overview of your campaign’s performance DirectEffect Check if you spend your ad budgets effectively Find proper media buying models for your products and services Track the action paths and detect where your users drop out (lose interest) Get to know who is exposed to your ad campaign and who is interacting with it Find out about new potential target groups interested in your products/services ProfileEffect Learn if your campaign reached the targeted audience Build your knowledge and adjust your future communication flue
  • 9. gemiusDirectEffect // Contact: Tamás Ács gemiusDirectEffect Product Manager E-mail: tamas.acs@gemius.com Mobile: (+36 20)543 3628 Skype: tamas.acs flue