How to optimize your banner ad performance while complying with ...

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Key Terminology • Web banner: “web banner or banner ad is a form of advertising on the internet. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser” (Wikipedia) • Impressions: number of times banner is displayed • Clicks: number of times banner is clicked • Click-through-rate: clicks / impressions • Conversion rate: sales (completed applications) / impressions • Call to action (CTA): action we want visitors to take • Online Behavioral Advertising (OBA): Per the DAA, the collection or use of information gathered about a user’s visits (over time and across non-affiliated websites) in order to help predict their preferences and show them more relevant ads • DAA (Digital Advertising Alliance): Independent association of advertising bodies formed in 2010 to help formulate a set of OBA self-regulatory guidelines • DAA Self-Regulatory Program for OBA: A program launched in 2010 requiring advertisers and publishers who use behavioral advertising to provide consumers with notice and choice Sponsored by:
Introduction • A web banner or banner ad is intended to attract traffic to a specific landing page. • The banner is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object employing technologies such as Java, Shockwave or Flash, often employing animation, sound, or video to maximize presence. • Banners are tagged to track impressions, clicks and final sale. Data collected from this tracking can tell how many of those visitors that clicked on the banner really converted. Also, this data can tell whether the banner is attracting the right type of traffic (qualified traffic) or not. Sponsored by: Banner Landing page Application pages
Page 1 and 2: How to optimize your banner ad perf
Page 3 and 4: Who is TRUSTe? Sponsored by: • Fo
Page 5: Index • Key terminology • Intro
Page 9 and 10: Banner Analysis Before jumping to d
Page 11 and 12: Media Planning Analysis Sponsored b
Page 13 and 14: Online Behavioral Advertising Some
Page 15 and 16: Message Continuity Analysis • Goa
Page 17 and 18: Principles of Online Ad sequence Ob
Page 19 and 20: Methods to Capture Attention Banner
Page 21 and 22: Methods to Capture Attention - Exer
Page 23 and 24: Methods to Build Interest • Consi
Page 25 and 26: Methods to Ask for a Click • Anot
Page 27 and 28: Optimizing Ad Performance The impac
Page 29 and 30: Privacy In the News - Are you prepa
Page 31 and 32: What are your DAA Compliance Option
Page 33 and 34: And what about the browsers? Sponso
Page 35 and 36: TRUSTe IE9 Tracking Protection List
Page 37 and 38: Summary 1. Identify your point pers
Page 39 and 40: Checklist Sponsored by: Message co
Page 41 and 42: Checklist Sponsored by: Continuity
Page 43 and 44: More than 3,000 companies rely on T

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