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Test and Evolve |
In summer 2010, FXVA began a process of online display testing and optimization using NetSeer’s concept-cluster based, contextual display advertising technology.
GOAL
In Phase 1, FXVA tested NetSeer vs. a premium travel site to confirm its performance superiority. The Phase 2 goal was to exploit all of NetSeer’s capabilities and tracking towards a continual optimization and performance improvement.
APPROACH
- NetSeer leveraged its KnowledgeBank to create clustered “concepts” aggregated into four themes (shopping, vacation, attractions and winter activities) which were used to match with consumer ‘intent’ when placing ads.
- On-site tracking included overall page views and 8 defined key actions; e.g. sweepstakes entry, newsletter sign up, view of calendar of events page.
- In the Phase 1 test, the NetSeer buy was compared with a premium site using the same budget, timing and geo-targeting parameters.
- In Phase 2, multiple banners were developed that matched the four themes established for the buy.
- Remarketing was used specifically for the Winter theme.
- The key metrics for evaluation included impressions, clicks, same session click-through-rate (CTR), View through-rate (VTR), cost per click (CPC) bounce rate, time on site, and meaningful actions taken.
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RESULTS
- The initial test vs. the premium travel site revealed a 63% higher CPC and 60% higher CPM for the premium site. NetSeer’s time-on-site was 4.6 times longer on the initial landing page, its bounce rate was 13% lower, and its delivered impressions resulted in 50% more additional view-through visitor page views. NetSeer was the clear winner in the Phase 1 test.
- In Phase 2, CTR improved 50% after the first round of optimization. Remarketing impressions resulted in a CTR of almost 1% for the Winter theme. Over 45% of all site visitors took at least one meaningful action.
- The quality of targeting, tracking, performance and optimization has Fairfax County extremely pleased and in anticipation of full roll out in the coming year.
