As we surf the web we come across many situations where we find ourselves questioning how the ads that are displayed actually reflect our interests. Sometimes we can be dismissive, but at times we click through and are genuinely interested in the offers we see.
Ybrant Display focuses on performance solutions using advanced targeting and cross platform optimization technology, all on a wide range of media inventory. We provide our clients maximum ROI through post click performance by targeting at the domain level, the impression level and the click and conversion level. With millions of unique users globally, we ensure valuable inventory for each campaign.
To understand our approach, let’s break it down into words.
The two most important components in display advertising are; understanding the product and understanding the end-user. Part of the pre-campaign analysis that is conducted is comprised of finding the correlation between the target audience (our users) and the offer (the product).
*It is important for the client to provide as much information as possible (product details, funnel, past experience, target audience, etc.).
Using a detailed brief we are able to start gathering dedicated media sources related to each geographical location. In order to reach high effective click through rates it is important to understand the different media channels, verticals and banner placements. High click through rates will provide high conversion ratios, resulting in higher ROI. Also it is important to note that the design of banners have a high impact on results. The closer the design resembles the product, the higher the conversion ratio.
The cycle in this diagram shows how proper planning increases the performance of the campaign; from generating a high ad ranking that results in a higher bid (high eCPM), to increasing the bid position,
which gives the campaign a better chance of being successful. The bid position provides us the competitiveness to win quality media, generating quality users for the offer.
*eCPM (Estimated Cost per 1000 Impressions) has a strong effect on campaign performance. With constant optimization, it is important to focus constantly on increasing the eCPM. All of this is determined by effective up front planning.
To conclude:
- Put yourself in the user’s position. Understand the needs and the correlation between the user and your product.
- Generate a strong and easy funnel. Banner – Landing Page – Completed Conversion
- Be creative but to the point. Design your banners and landing pages to resemble your product. Strong CTR results in higher CR – high eCPM – greater volume of quality media.
Good performance results in quality and quantity.
In recent years technology has proven to be an important factor in display advertising, especially in cross platform optimization. With the ability to run campaigns on multiple platforms simultaneously advertisers are provided with 24/7 optimization and reporting.
This advanced technology has enabled a detailed understanding of each impression, click and conversion. Impressions are chosen according to the relevance of the user. It is important to remember that we are looking to generate the highest eCPM, so each impression has an important factor in the flow. By analyzing click data we can work out which creative is converting, across which geographical locations and across which media sources. Adjustments are made real time in order to constantly increase the click through rate (CTR). Lastly, the end conversion is tracked. We focus on understand and establishing the best conversion flow to generate results. Once this has been achieved we replicate that funnel to ensure maximum ROI.
This is performance, or in other words, Ybrant Display.
So next time you surf the web and see an ad that you are interested in click it, because as explained, important steps were taken to display the most relevant offer to you!
Quality content, for quality users.
Yuval Shelem
Performance Manager 
