Digital Direct Mail FAQ’s

DDM FAQ 3

What is Digital Direct Mail? It is a patented unique series of technologies that allow our customers to precisely target their customer’s online using banner and display ads.

Where will my ads appear? We have access to place ads on over 1,000,000 websites that include 30-50 billion advertising impressions per day. This is about 90% of the available daily ad inventory on the Internet. Popular sites where we place ads include Google, MSN, Facebook and Yahoo!

Can I control who sees my ads? Yes, this is one of the primary principals of the platform. We target your ads to specific households with laser-like accuracy.

How many ads should I display per month? It depends on your message, product and a number of other variables. Typically, we recommend between 20-40 impressions per month.

Do you use cookies? Not for Digital direct Mail, since we know the IP address of specified households we have no need to use cookies for primary targeting. We will occasionally ask clients to incorporate either conversion pixels or remarketing pixels into their campaigns based on the type of campaign that we are running.

What sort of reports do I get? We provide monthly reports that include impressions served, clicks, conversions and click-through rate (CTR). Additionally, at the completion of a campaign we generally provide clients with a matchback analysis which compares your targeting segment(s) with new sales to demonstrate efficacy and ROI for the campaign.

How is this different than PPC? PPC or Pay Per Click advertising relies on a user searching for a specific keyword. Ads are placed on the top and sides of the search page along with the search results, and the hope is the consumer will click on the ad. You only pay when the prospect clicks on the ad. Unfortunately, this type of advertising has been losing efficacy in recent years as people have learned how to game the system with traffic arbitrage and click farms.

What sort of CTR should I expect? Ultimately most clients see an increase in CTR with, but we encourage clients to look beyond click through rate (CTR) and focus on metrics that have more meaning to their business like conversions, sales and return on investment (ROI) for the ad campaign.

How many ad variants should I use? We recommend at least two ad variants at the beginning of a campaign to conduct a proper A/B test for ad efficacy. Once we develop performance history on the ad variants we will often adjust the ad serving of the campaign to focus on the most productive advertisements.

What size ads do I need? Creative should be within the following dimensions (below). We recommend that clients generate at least one creative in each size to maximize available ad inventory. While we can run campaigns with fewer sizes it will limit the inventory available to us and may result in the campaign taking longer to serve the ads you purchased.

  • · 120×600 (pixels)
  • · 160×600 (pixels)
  • · 300×250 (pixels)
  • · 468×60 (pixels)
  • · 728×90 (pixels)

Should I merge all of my data into one list? No! Having visibility into data sources is a valuable tool in determining efficacy of campaigns and assisting with planning future campaigns. Put more simply, some lists are better than others. By providing us with more visibility into the sources of your data we can provide better guidance on what data to use on future campaigns.

What type of organizations do you work with? We have clients in most major industries, ranging from several Fortune 50 companies to political campaigns, political action committees, non-profit organizations and churches.

Can I use Digital Direct Mail with my direct mail campaign? Yes, we have a large number of customers who incorporate it in conjunction with direct mail campaigns. We find that the addition of the digital component greatly increases the effectiveness of direct mail.

Can you place ads on specific sites? Sure, we have access to place ad on over 1,000,000 websites with over 50,000,000,000 ad impressions per day. We often find that aiming your message at particular sites can improve the results of your campaign based on the audience demographics of sites selected.

Can you make sure my ads do not appear on specific sites? Yes, by default we will not serve ads on adult or “vice” sites. Additionally, we eliminate sites with a history of low quality or fraudulent traffic. If you would like us to further restrict the universe of sites upon which we display your ads, we are happy to incorporate this into your campaign.

What file formats do you accept for my ads? We place either banner or display ads. All creative sizes need to be less than 40 KB. JPG, GIF, PNG, and SWF files are all supported.

Do I need to provide you with a list of prospects to target? Typically yes, most of our customers provide us with a list of customers, past customers or prospects to target with our technology. If you do not have a list we can help you obtain one to build a targeting segment based on an analysis of your current customers or prospects.

How accurate is ad delivery? Our patent-pending matching algorithm has a 95% level of confidence in matching a household to an IP address.

What is a DSP? A Demand-Side Platform or DSP is a technology tool that aggregates online advertising buyers and sellers. We integrate with a number of DSPs to bid on real-time inventory of ads.

Can you prepare the ads for me? Yes, please feel free to contact us for creative services.

How can I make my campaign more successful? Comply with the ad standards discussed in this FAQ, ensure that your ad is compelling, then confirm your list is current and include only topical targets. Additionally, implement conversion tracking and work with your account manager to conduct a conversion analysis at appropriate points for long-running campaigns.

Can I use Flash in my ads? We support all versions of Flash, but users may not have the appropriate Flash Player version. See Adobe’s market penetration stats to choose the best version. We recommend developing your flash creative to be viewable in Flash Player Version 8 or lower. We also support both ActionScript 2 and ActionScript 3 used in Flash.

Can I use audio in my ads? No, auto-initiated audio is frequently blocked by publishers which will greatly limit the quantity and quality of sites that we have access to serve your ads on.

Can I use animation in my ads? Yes, if any animation is present within the ads, it must stop within 30 seconds of the ad serving. This can be done by limiting loops to 1 to 3 rotations.

How should I measure success from my campaign? We encourage our customers to focus less on clicks and more on conversions. Additionally, our most compelling return on investment data comes from post-campaign match-back analysis. Unlike most forms of online marketing, we start a typical campaign with a target list of customers or prospects. By Comparing this list to your list of actual sales is one of the most effective methods to determine the efficacy of an individual campaign.

Do I need to have my logo on my ad? Yes, to be displayed via a demand-side platform (DSP), ads need to pass a 3rd party audit. One of the requirements of this audit is that some form of corporate identification is visible on each advertisement. This can be your logo or the name of your organization; it also needs to match what is used on your landing page for this ad campaign.

Do you offer mobile ad targeting? We offer mobile targeting to high value buildings and locations. Typically these are airports, stadiums or universities where one can make some assumptions about the demography and purchasing intent of the people in the buildings. For more information please ask your account manager.

Do you support ads hosted on 3rd party AdServers? Yes, this will typically require a slight modification to the code to ensure that the ClickTag’s work properly. To get more details and see code samples ask your account manager.

 

Please feel free to contact us to clarify any of these questions and to answer any additional ones you may have! Call us at 651-224-5135 or email us at info@bannbiz.com