March 17th, 2010
An exciting and unique opportunity to work for TPN, New Zealand’s largest performance ad network.
As senior campaign manager you will be required to load, manage and optimise a wide range of online advertising campaigns from simple CPC banner ads to campaigns utilising multiple creative formats, payment models and behavioural targeting technology.
For our lead generation clients you will be responsible for analysing and proposing changes to creative and landing pages. This will include the use of A/B and Multivariate testing methodologies and technologies. You will also be responsible for managing and developing relationships with international performance networks and overseeing the quality of traffic and conversions derived from these channels.
There will also be opportunities to utilise Adwords and Facebook CPC campaigns to meet client’s volume targets while staying within CPA limits.
A good working knowledge of the following is required;
• Ad Trafficking
• Affiliate Marketing
• Adwords and other CPC channels
• eCPC, eCPM and eCPA optimisation
• CPC, CPA and Co-reg campaigns
• Display, Text Ad, Text Link and eDM placements
• Online research panels / surveys
• A/B & Multivariate testing
• Banner and landing page optimisation
• Relevant HTML and ad tracking technologies
• Excel
The ideal candidate should be a self starter with good communication and analytical skills who can demonstrate both technical knowledge of online marketing techniques along with an appreciation of a clients overall marketing objectives. The nature of the role requires excellent attention to detail and time management skills.
TPN is owned by Q Ltd a listed Australian company (ASX:QXQ) which also owns other digital businesses including First Rate, Marketing United, 3Di, Thinq, QEDigital and The Great Survey Sites.
Salary indication $55,000 to 65,000 (depending on experience)
Send CV to support@tpn.co.nz
Posted in Miscellaneous | No Comments »
February 17th, 2010
Some quick stats about the TPN NZ ad network.(January 2010 stats)
- 1,010,469 Unique Visitors per month (Source: Google Analytics)
- 164 New Zealand sites on the network (113 active in January)
- 30% of the top 50 NZ sites that run ads use TPN (ranked using Google ad planner)
- 103,919,818 ad impressions per month (NZ eyes)
- 3m ad impression (AU eyes on NZ sites)
- 1.5m ad impressions (UK eyes on NZ sites)
- 1.2m ad impressions (US/CA eyes on NZ sites)
- 2.5m ad impressions (other non-NZ eyes on NZ sites)
Contact us if you are interested in advertising or becoming a publisher on TPN.
Posted in Announcements, Miscellaneous | No Comments »
December 11th, 2009
TPN has a great track record in filling our publisher’s remnant inventory but we want to do more to increase publisher’s total revenue earning potential. TPN is therefore proud to announce three new products that will offer new opportunities to advertisers and publishers alike.
The three new products are
- “Performance Email”
- “Performance Button Ads”
- “Performance Text Links”
These products are designed to extend a publishers ability to earn revenue and offers new traditional non-display options for TPN advertisers.
How Performance Email Works;
Performance Emails will be either CPC or CPA based and will include creative for newsletter insertions or solus sends. Only clicks and conversions will be tracked and so no impression data will be recorded.
Email campaigns are typically promotions with a limited campaign period and a finite budget and so TPN will announce new email campaigns via the TPN publisher alert email notification service. Publishers with email lists can then request the campaign and will be approved on a first come first served basis.
Once a campaigns budget has been spent the clickurl will still work but no revenue will be recorded. Thus TPN will allocate the campaign to publishers based on the requested send date and likely response to avoid a situation where a campaign is sent where there is insufficient budget remaining.
How Button Ads & Text Links Work;
Button Ads and Text Links will be either CPC or CPA based and will include a flexible range of creative, including images up to 125×125, single and multi line text ads and hybrid ads utilising an image and text combination. Only clicks and conversions will be tracked and so no impression data will be recorded.
Button Ads and Text Links are manually inserted into the publisher’s site and so TPN will only be accepting medium to long term campaigns utilising these formats. The advantage for the publisher is that these creative’s can be used to generate revenue from new areas of their site/pages.
As payouts are typically at TPNs non-priority rates we will provide guidance on the types of sites and demographics which are likely to generate good response rates. We will also provide campaign history data so the value of campaigns can be evaluated efficiently.
Again, the TPN publisher alert email service will be used to notify publishers of available campaigns and publishers can then request creative(s) and the clickurl(s).
Once the end date or budget limit has been reached publishers still running the campaigns will be notified via email.
Example Campaign
TPN’s first Email, Button Ad & Text Link campaign is detailed below so please review and contact us if you would like to run on your site or email list.
Campaign Fact Sheet
| Advertiser |
The Great New Zealand Survey |
| Campaign |
Win $15,000 |
| Period |
6 months minimum (30th June 2010) |
| URL |
www.kiwisurveys.co.nz |
| Payout * |
$2.50 CPA (completed survey) |
| Campaign history |
Banner ad on top 10 most relevant TPN sites generated CTR up to 1% and conversion rate (CR) up to 21%
eCPC $0.33 to $0.50
eCPM $0.76 to $4.35 |
| Best Sites |
Home and garden, gossip, fashion, health, parenting, 50+, lotto, competition, survey, coupon, betting sites. |
| Best Demographics |
(Female 35+) and (Male 55 to 65) |
| Text Link Example |
WN $15,000 Cash |
| Button Ad Example |
http://creatives.tpnads.com/thegreatsurveysites/generic/gnzs/125×125NZ.gif |
| eDM Example |
http://creatives.tpnads.com/thegreatsurveysites/edm/gnzs/3rdPartyNZDecClose2009.html |
Posted in Announcements, TPN Features | No Comments »
November 30th, 2009
AdMedia November 2009
Alastair Thompson, one of the regions most respected independent publishers (scoop.co.nz), recently reviewed TPN in the context of the performance advertising industry in New Zealand.
Alastair is one of the smartest online publishers around and is certainly not afraid of speaking his mind when it comes to performance advertising networks and the impact of non premium CPM on the publishing economy.
The article provides a valuable insight into the position of independent publishers and why performance networks need to work with publishers in a transparent and profitable way so quality online content can be supported.
TPN is committed to working with advertisers, agencies and publishers to increase campaign effectiveness while helping publishers increase their earnings per unique browser.
The article touches on TPNs recent improvement in technology and processes aimed at increasing eCPM rates for display placements.
Admedia is a great industry publication so please support them and subscribe
Posted in In The Press | No Comments »
November 25th, 2009
We often hear that performance networks devalue publishers inventory. So is ‘performance’ inherently wrong?
To answer this we need to examine the problem in more detail to find its roots. When people point at performance as the root of all evil what they are really concerned about is;
- The payout (eCPM) is too low
- The content is too expensive to produce
- No one wants to pay for the content
So there is nothing inherently wrong with performance, its just that the initial popularity of CPM has supported online business models and common approaches that are just fundamentally flawed. There is certainly going to be some radical changes in the way businesses approach the internet over the coming years as a lot of ill-conceived models will finally fall over to be replaced by “internet friendly” business models. Google, Facebook, Ebay and Amazon have all demonstrated that there is certainly money to be made online once you figure out a revenue model that is not based on a shotgun one-way broadcast.
We can all understand why marketers were so keen to buy and sell online ads by the week or CPM using the “audience skew” to select individual placements. Its exactly what they had been doing for years with print, radio and TV. But what they failed to accept is that online is not just another mono directional broadcast channel. The way online interacts and reacts to its audience and the level of live feedback available fundamentally changes the way you market, build brands and sell products.
Online Value Chain
Posted in Opinion | No Comments »
November 24th, 2009
“Dear client, we are ecstatic to report that your recent banner campaign has delivered 501 conversions. What’s more due to budget cuts we only spent $0.10 on creative so the ROI is looking fantastic.
In response to this low creative budget we came up with the innovative approach of using a completely invisible banner ad for the campaign. Very creative if we do say so ourselves!
Now you may feel that an invisible banner would be slightly ineffective at building demand and driving conversions but we are happy to report that thanks to our cutting edge post view conversion tracking technology we were able to track 501 conversions from users who were exposed to this banner.”
Campaign Summary
- Campaign Impressions: 13,849,407
- Campaign Clicks: 0
- Campaign Conversions: 501
Ok, all a bit silly, but this campaign is real. TPN created an invisible banner (a 1×1 pixel) and ran this across a few popular websites on our network. We used “standard” post view (impression) conversion tracking to tag users with a cookie once they had loaded the invisible banner and then the system followed them though to the advertisers site where conversions were recorded using a TPN tracker pixel.
If this campaign was real (visible banner) we would have expected 1000 post click conversions, so 500 for not even displaying a banner is not bad 
Why would we do this?
The inspiration for this campaign has its origins in a conversation with a client and their agency where we questioned how budget was being allocated on the basis of “raw” post view conversion data. We tried to explain that “raw” post view conversions is really a measure of a channels reach and not of its direct response effectiveness. For example if you exposed 100% of the internet population to a banner then all the clients conversions could be linked to the banner via raw post view tracking.
The conversation ended with us being told that post view was the “industry standard” and so we should effectively ignore common sense and reality as it was all a bit too hard (don’t rock the boat). Just because something is an industry standard does not mean that it is correct, nuclear testing in the pacific was the “industry standard” but maybe it was not the greatest idea ever.
Now we are not saying that exposure to display ads does not indirectly benefit site traffic and conversions, but we would say that using raw post impression tracking is misleading and is often used irresponsibly just because it generates a big number and ROI.
How should you do it?
It is possible to use post view conversion tracking in a responsible way by working with a network like TPN who can exclude a “control group” who are still tagged with a view pixel but are blocked from seeing any ads from the campaign. The conversion rate of this “non-exposed” group can then be compared to the “exposed” group with the difference in conversion rates being the post view “uplift” of the campaign. This data allows the real post view conversion to be calculated.
There are still a number of other aspects that need to be taken into account if your mission is to estimate non-direct benefits of your campaign but at least you will be working with meaningful post view data rather than the “industry standard” BS.
“Real Post View” tracking is currently in beta so please contact us if you are interested in trialling with one of your TPN campaigns.
Posted in Case Studies, Opinion, Research | No Comments »
November 23rd, 2009
TPN is investing in a range of targeting technologies and user insights that allows it to put the right ad in front of the right user at the right time.
The Webjet vs Dan Brown example below illustrates the power of even the simplest targeting and the dramatic impact this can have on publishers earnings given TPNs commitment to the CPC (cost per click) model. As we can see if users in their 20’s and 30’s are shown the Webjet ad they are 7 times more likely to click on the ad than users over 50. To further validate this targeting model we can see that users over 50 are 3 times more likely to click on the Dan Brown ad than the Webjet ad.
So what does this mean for publishers?
Because TPN favours CPC campaigns the higher the CTR (click through rate) the higher the eCPM (earnings per thousand ad impressions) for the publisher. If a few simple assumptions are made then it can be demonstrated that the use of targeting on these two campaigns would increase the networks average eCPM payout by 60%. What’s more publishers with a tight set of demographics could increase earnings by a few hundred %.
Webjet vs Dan Brown - Targeted Placement
Posted in Case Studies | No Comments »
November 22nd, 2009
General Display : Spend by Pricing Model
Does the recent IAB online advertising report start to clear the smoke and reveal what has really been happening to CPM display in Australia over the last few years?
Historical data is limited but if you look carefully at the latest IAB stats it can quickly be seen that non-CPM buys, eDMs and video have been masking the decline in traditional CPM display expenditure over the last few years.
Since 2006 “general display” has increased by $43m per quarter to $121m however non-CPM now represents 25% of general display and as performance display was limited back in 2006 it can be estimated that up to $30m of the $43m is due to the growth of non-CPM buys. If we also include the generally accepted significant growth in eDM and Video which represent $7.9m and $4.7m of the $121m then its possible that expenditure on traditional CPM banners has, at best grown, by a few % since 2006.
With the ongoing growth of performance buys, eDMs and Video ads the poor old traditional CPM banner is looking like becoming a rare beast. Applying some assumptions around the above numbers, traditional CPM banners only represent 17% of online advertising expenditure.
Email $7.9m
Video $4.7m
Posted in Industry News, Opinion | No Comments »
November 21st, 2009
To be truly effective in performance marketing it’s important to have a good grasp of three key metrics; eCPM, eCPC and eCPA. No matter how the media is purchased it can ultimately be analysed using any of these metrics:
eCPM: Effective Cost per Thousand Ad Impressions
eCPC: Effective Cost Per Click
eCPA: Effective Cost Per Acquisition (Action)
Most publishers use eCPM to measure the value of a performance display ad, and generally the campaigns with the highest eCPM will gain access to the most quality inventory. For non-priority rate campaigns TPN uses an eCPM auction to rank ads and only delivers impressions to the campaigns with the highest eCPM.
Most publishers use eCPC to measure the value of email ads and text links where impressions are not as measurable or relevant. eCPC is also a very popular metric in the affiliate marketing industry where the inventory tends to be 2nd or 3rd tier, and where the value of an impression is less than the premium display carried by ad networks like TPN.
Most experienced performance marketers use eCPA as the ultimate measure of campaign effectiveness, and this allows them to assess the value of each channel independent of the buy method. Although it should be noted that quality of placement and volume of transactions should also be taken into account for each channel.
To help you estimate your current or future campaign performance in terms of these three metrics we have created a spreadsheet that calculates eCPM, eCPC and eCPA estimates based on the parameters entered. It also estimates the number of impressions and clicks required and the likely number of conversions.
It should be noted that the spreadsheet also supports “hybrid” buys where more than one payment metric is used. For example (CPM + CPA)
Download: TPN eCPM eCPC eCPA Estimator v1
eCPM, eCPC & eCPA Estimator
Posted in Tools | No Comments »
November 20th, 2009
History of Performance Marketing
Posted in Research | No Comments »
