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【正文】 三月 21三月 2120:04:2520:04:25March 11, 2023■ 1意志 堅(jiān) 強(qiáng) 的人能把世界放在手中像泥 塊 一 樣 任意揉捏。三月 218:04 下午 三月 2120:04March 11, 2023■ 1少年十五二十 時(shí) ，步行 奪 得胡 馬騎 。 8:04:25 下午 8:04 下午 20:04:25三月 21■ 沒(méi)有失 敗 ，只有 暫時(shí) 停止成功！。 20:04:2520:04:2520:043/11/2023 8:04:25 PM■ 1以我獨(dú)沈久，愧君相 見(jiàn)頻 。 two thirds direct response 11Source: Interactive Advertising Bureau (IAB), PricewaterhouseCoopers (PwC) estimates.Total Online Advertising 2023: $ Billion?Search is the biggest piece of online advertising?Branding spending still underdevelopedProprietary and Confidential Do not distribute without written permission from ScoreThe Web Already Delivers More Advertising Than TV!12 xMonthly GRP’s Monthly Impressions Per PersonSource: Display Impressions: Score Ad Metrix, Jan 08, Television GRP’s: Score EstimatesThe CPM’s are just much, much lower for Inter.Proprietary and Confidential Do not distribute without written permission from ScoreFrequent news about moves online■ “Online is getting to the point where it may be more important than the 30second TV spot.” Joel Ewanick VP Marketing Hyundai Motor America 13■ “The country’s thirdlargest advertiser (General Motors) is getting ready to shift fully half of its $3 billion budget into digital and onetoone marketing within the next 3 years.” Advertising Age March 17, 2023 ? Even adspending giant PG is considering cutting its overall ad budget by as much as 10% this year and aggressively moving ad dollars to the Web. WSJ May 12, 2023Proprietary and Confidential Do not distribute without written permission from ScoreNew Tools Put Online Media Planning and Analysis on a Par with other Media■ Panelbased measures correct problems with site server data■ Using the correct metrics allows improved media planning and analysis– Also, look beyond clicks■ Intelligence is now available showing advertisers and publishers detailed data on all online ad campaigns■ Detailed segmentation of users is helping build more powerful media plans14Proprietary and Confidential Do not distribute without written permission from ScoreThe Cookie Deletion Problem: Overstated Reach and Understated Frequency■ 30% of Inter users delete their cookies in a month■ These deleters do so an average of 4 times a month– 5 different cookies for same site in a month on one puter■ True for 1st party site cookies and 3rd party ad serving cookies ■ Cookie deletion creates large errors:– times overstatement of unique visitors in server logs– times overstatement of reach and a similar understatement of frequency in ad server logs■ Need to adjust basic site server statistics using panelsA Score Study of Yahoo and DoubleClick CookiesProprietary and Confidential Do not distribute without written permission from Score 16Analysis of Marriott Visitor NonBuyers (VNBs) Dollar Share of Lost Sales Among VNBsA: Lost Opportunity Analysis8% Bought at Marriott92% Became Visitor NonBuyers (VNBs)87%That Visit Another Travel Site88%Did Not Convert12% Bought Elsewhere Million Unique Visitors13% Had No Other Travel Activity25%14%10%10%8%7%7%19%IC HotelsHilton OtherPricelineChoice HotelsExpedia Starwood Looking Beyond your Site Server DataWhat’s the Size of my Lost Opportunity?$462M Sales Opportunity GapProprietary and Confidential Do not distribute without written permission from ScoreDecline in Online Ad ClickThrough RatesSources: Doubleclick, eMarketer, Eyeblaster, ABI Research estimatesProprietary and Confidential Do not distribute without written permission from ScoreClickers on Display AdsSource: Score, Total US Online Population, July 2023 “Natural Born Clickers”Score Study with Tacoda and StarClickersNonClickersProprietary and Confidential Do not distribute without written permiss
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