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March 17, 2004
Highlights:
DoubleClick's Insight 2004 Conference
by Jeanne S. Jennings
Wow! was my reaction after attending the most recent DoubleClick conference in New York City earlier this month. The presentations by DoubleClick employees were, in most cases, as good or better than those by DoubleClick clients. I especially liked the fact that it wasn't just about e-mail marketing -- it was also about online advertising, an area most of us dabble in as we work to grow our e-mail lists. There were also lots of statistics (you know me -- always looking for the quantitative) and in many cases the people I spoke with at lunch were as interesting as the presenters. Here's a brief rundown of highlights -- if you get the opportunity to attend future DoubleClick events I highly recommend them.
1. New
Metrics -- the 'View-Through'
Ever heard of a 'view-through'? I hadn't until this conference, but now I find
myself craving these figures. Used here, this metric applies to online ads -- A
'view through' is basically a 'latent response.' In other words, the visitor
didn't click-through right away, but they did visit the site/landing page and
take the desired action within 30 days of seeing the ad. It's another way to
measure the 'impression' the ad made on people -- they may not have clicked
right away, but they made a mental note of the URL and then went back later.
DoubleClick (via it's DART Ad Serving Tool) presented an average view-through figure of 0.75% for 4Q 2003 -- compared with a 0.40% click-through for that period. Simply stated, view-throughs outnumbered click-throughs by nearly two-to-one. If your goal is branding, this is a good metric to include in your analysis, as Kathryn Koegel from DoubleClick mentioned in her presentation.
Want to learn more? Check out DoubleClick's The Year in Online Advertising 2003 in one of two ways:
Open the 15-page PDF in your browser
or
Visit DoubleClick's Homepage and click on
'Knowledge Central: The Year in Online Advertising' in the left column
2. New Twists
on Email Acquisition
Sounds so simple, doesn't it? But it's much harder to do successfully than you
would think. Here's a new twist on a old incentive -- the contest, presented by
David Coffey from PHD Detroit.
Rather than lead with the contest, this acquisition campaign starts with a poll sponsored by Chrysler (David's client). The poll, which appears prominently on the show's homepage, changes every week and asks a question about the most recent show. You don't need to give up any personal information (not even your e-mail address), just your opinion, to take part. After the visitor submits their answer, they get to see what everyone else said -- and they are also offered the chance to enter to win the same car as the show's winner will get.
I like the way they engage you with the poll and let you see how everyone else responded before they approach you about the contest. It's like they are building goodwill. I'm not crazy about all the fields on the contest registration -- 8 required fields, to be exact, including your U.S. Postal Service address, your daytime phone number, your first and last names and your e-mail address. I wonder how many people abandon without filling out the form or give a bogus address (after all, it's not likely they'll just 'drop by' my house unexpectedly with my car when I win, it is?).
While David didn't share figures on how many people visited the home page, landed on the contest page and/or left without entering the contest, he did share their acquisition figures -- 35,000 in six weeks. That's just under 1,000 a day -- not bad by most people's figures, especially considering the depth of information required to enter. They do a great job on the opt-in as well -- with three different boxes you pro-actively check to receive info from (a) Chrysler, (b) NBC (the show's network) and (c) marketing partners of Chrysler and NBC (aka list rentals).
Great execution. If it sounds like something you could tweak for your business (or if you want a chance to win a Chrysler) check it out at: http://www.nbc.com/nbc/The_Apprentice/ ).
3. New
Thinking on Rich Media
Rich Media was another hot topic at the conference. According to Nielsen/NetRatings
39% of all U.S. Internet users have broadband access, making rich media a
possibility. Per DoubleClick, rich media ads pulled four-times the click-throughs
(1.24%) of non-rich media ads (0.27%). This is true even though click-through
rates for rich media have fallen by almost half since Q1'03 (the novelty is
wearing off). I'll be testing some rich media acquisition ads for clients -- how
about you? This is another topic covered in the report I mentioned above,
DoubleClick's The Year in Online Advertising 2003:
Open the 15-page PDF in your browser
or
Visit DoubleClick's Homepage and click on
'Knowledge Central: The Year in Online Advertising' in the left column
That's all for now. Hope to see you at the next DoubleClick event!
Jeanne S. Jennings
Consultant, Marketing and New Product Development
Publisher, The Jennings Report
Columnist, ClickZ.com
mailto:publisher@jenningsreport.com
Phone: 202-365-0423
Thanks for reading! I'd love to hear what you have to say. Feel free to contact me with any thoughts or feedback about this publisher's note.
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