CPC - Cost Per Click campaigns
A client who is running an always-on CPC – Cost Per Click campaign for SMSF through dianomi paid us a compliment this month:
“dianomi’s “always-on” CPC campaign is getting the best cost per acquisition of any form of digital advertising at the moment. Aside from conversions, dianomi users look at 70% more pages, spend twice as long on the site and have a bounce rate 25% lower than search.”
Cost Per Click campaigns through dianomi allow our advertisers to reach a premium audience on financial websites with contextually relevant ads and pay on a cost per click basis.
Please contact us if you’re interested in a CPC campaign. Read a similar quote from an ETF client.
Read more about contextclick bait and viewability.

Financial content discovery widget
dianomi™ is dedicated to helping people discover valuable financial content, be it a guide or report, an article or a video, that educates them into making better informed financial decisions. HSBC and Aberdeen Asset Management have recently run content campaigns through dianomi.
Through dianomi™s Financial Commentary Widget we recommend your content across premium financial publisher sites, exposing it to highly engaged saving and investing audiences and driving in-market investors through to your website, all on a cost per click basis.
Through our contextual Smartlink™ ad units we serve over 800 million content ads globally per month reaching 12 million unique consumers.
Links to your content appear as recommendations on over 200 of the web’s largest financial publishers including sites such as Bloomberg, Reuters, London Stock Exchange, Morningstar, the FT, Guardian, Yahoo Finance, Aol and more.
Publishers: to find out how dianomi™ can help you add a new revenue stream to your site, please contact us.
Read more about contextclick bait and ROI.

Reuters financial content
According to the Interactive Advertising Bureau one in five web users is now using “do not track” settings on their browsers. They expect this to rise to 50% over the next few years.
Mediacom said today “Over the last 12 months all major web browsers have implemented some form of ‘Do not track’ setting. The setting requests that websites do not use behavioural targeting for that specific user on that browser (although it is still up to the publisher to decided whether to honour that request). Numbers from the IAB are showing that already around 20% of users are enabling Do not track in their browsers, and they are expecting this to rise to 50% in the next few years.”
If advertisers cannot target a specific user then the context and relevance of an ad becomes key. For example, ad units showing financial advertising next to financial content.
dianomi run campaigns on a cost per lead or cost per click basis.

12 tips to cut wastage and make your marketing budgets work harder

As presented ad ad:tech London 2012 by Cabell de Marcellus, Co-Founder, Chief Technology Officer and Gareth Davies, Chief of Design
ad:tech London ad:tech London 2012

Why Lead Generation?

It gives advertisers what they want:
dianomi Prospects that convert into customers
dianomi ROI, that is easy and straightforward to calculate
dianomi Transparency – how and where the data is collected
dianomi Excellent customer feedback

When Lead Generation goes wrong

dianomi Wrong demographic
dianomi No means to purchase
dianomi No intent to purchase (incentive based offers)
dianomi Spammed to lists
dianomi 1000s of low quality leads that will never convert
dianomi Re-sell them again and again to a series of call centres

= Lead Generation Nightmare


Best Practices – the basics

dianomi Ensure prospects actively consent to be contacted
dianomi Clearly communicate how the user will be contacted – email, phone etc.
dianomi Allow opted-in users to unsubscribe from further marketing
dianomi Approve data capture forms and creative before going live

Lead generation tip 1 – Target audience using demographic data

Exedra™ is fully integrated with Experian down to the household level
Users are demographically profiled in real time
30% of the prospects generated by the Exedra™ platform come from the UK’s 10% most affluent
Demographic data for leads in Exedra

Demographic data from Experian

Lead generation tip 2 – Contextual marketing is key

Capturing lead data in a relevant environment will generate high quality engaged prospects
Investing in Facebook report promoted alongside Facebook IPO article:
dianomiEngaged prospects
dianomiQuality leads
Contextual lead generation on Yahoo Finance

Lead generation tip 3 – When using email marketing, deliverability is key

You’ll be wasting your time if the email never reaches user’s inboxes.
List hygiene:
dianomi Manage unsubscribes
dianomi Handling bounces
dianomi Stopping emails to inactive users
dianomi Monitor complaints via ISP feedback loops (Yahoo!)
dianomi Digitally signing emails
dianomi Whitelisting certification
dianomi Sending consistent volumes
dianomi Sending emails at the same time of day as original request

In just 6 months we increased our email deliverability from 57.2% to 99.7%


Lead generation tip 4 – Don’t dupe your prospects

Make sure the prospect knows what they’re signing up for.
dianomiInclude tick boxes for prospect to actively consent
dianomiLead volume will DECREASE but quality & prospect engagement will INCREASE Users do not feel ‘tricked’
dianomiAdvertisers do not waste time speaking to people who are not happy to be contacted
Don't dupe your prospects

Lead generation tip 5 – Use CSS media queries to display responsive promotions on mobiles & tablets

>10% of traffic is mobile

Use CSS media queries to display responsive promotions on mobiles & tablets

Lead generation tip 6 – Use CSS media queries to display responsive emails on mobile devices

Use CSS media queries to display responsive emails on mobile devices

Lead generation tip 7 – Optimise your form

Use the following:
dianomi 3D Hero shots
dianomi Benefits
dianomi Awards
dianomi Testimonials
dianomi Open brochure image
Optimise your form

Lead generation tip 8 – Optimise your form – don’t ask unnecessary questions

Optimised form Non-optimised form
Required fields:
dianomi Name
dianomi Address
dianomi Email
dianomi Phone
Form 2 extra questions:
dianomi How often do you trade?
dianomi Which best describes your in- vestable assets?
dianomi How would you characterise your trading experience

The extra questions in Form #2 decreased the submit rate by 48%


Lead generation tip 9 – Qualify prospects – even if volumes reduce

Would you rather 1000s of low quality leads, or fewer that will actually convert?
Including a consent tick box prevents users from being surprised if they are contacted.
Qualify prospects - even if lead volumes reduce

Lead generation tip 10 – Validating your leads is key

Data validation
Validation combines 30+ data cleansing and enhancement checks including:
dianomi Name check
dianomi Address check
dianomi Telephone – real-time network query
dianomi Email domain check
dianomi IP address region check
dianomi Experian financial demographic tagging
Validating leads

Lead generation tip 11 – Get prospects to confirm their request

Asking prospect to confirm their initial request will reduce overall lead volume. However you will supply the advertiser with those leads that are most engaged, and most likely to go on and convert. You will save your client time and money.
77% of users confirm their requests via email or phone.
Prospects confirm their request

Alternatively, get prospects to confirm their interest on the phone

11% say they are happy to speak to someone about the product. It can take 6 attempts to reach the prospect via phone (source: Leads360).
Prospects confirm by telephone

Lead generation tip 12 – Collect customer feedback and report it to the advertiser

What customers are saying
Level 2 Insight report from Exedra

Summary – Best practice lead generation

An efficient way to capture interested consumers.
Consumers are satisfied – they get the information they are looking for, without being tricked into giving their details.
Advertisers don’t waste their time trying to convert poor quality leads and instead get:
dianomi The right kind of prospect
dianomi With the intent and means to purchase
dianomi Who is educated on the service provided
dianomi And who is happy to speak to someone about the product
by Cabell de Marcellus and Gareth Davies
Download as a PDF

  • News & views

Above the fold - Paddy Donnelly

The fold

At dianomi we spend a lot of time talking about the positioning of ad placements on websites. The accepted wisdom is that ‘above the fold’ is the best place to be. ‘The fold’ is a publishing concept that moved from print to digital and it describes the area of the page that you can see above the fold of a newspaper or the area of a website that you can see without scrolling down. Both editors and advertisers want their stories or advertisements to be above the fold because another accepted wisdom is that users don’t scroll down, or few of them do.


Another concept you’ll hear in web design is “hierarchy” and that hierarchy is important because it makes pages look ordered. Many sites these days will order their pages with a headline rotator or about 4 major items, step down in size to 4 or 5 more and then arrange the remaining content underneath in smaller and smaller units – just like newspapers used to.
But aren’t these accepted wisdoms of ‘the fold’ and hierarchy making it harder to monetise a site? If you accept that fewer users will look down the page and place less important content below the fold, don’t you reinforce that users won’t look down the page? Doesn’t this in turn devalue the ad placements further down the page as advertisers and sales teams accept that they have a lower value? Effectively monetising a site is now top of every publisher’s priorities – but this is made harder if advertisers only want to appear above the fold and compete for space with the lead editorial items which attract users attention in the first place.

The Prize

So here’s my suggestion to all publishers and web designers:  it is time to think about ‘The Prize’
The prize is a simple idea: place some important content with equal value to the lead items at the bottom of your pages giving the user a prize for reaching the bottom of the page. Make sure this content is big and bold. Change it as often as your lead content. Remove the random and sometimes extensive white spaces under different columns and look at the page as having a defined start and end. If users get to know that all parts of the page are worthwhile then they will read the whole page – their clicks and attention will be more evenly spread. In turn advertising placements further down the page will increase in value. Monetising will be more effective and design of pages will become more creative.
The prize - Paddy Donnelly
Full credit here: I read about ‘The Prize’ in Paddy Donnelly’s excellent article Life Below 600 pixels and thanks to Fublo for pointing me to it.
By Julian Peterson
dianomi Sales & Marketing Director APAC

Unique Audience Measurement - Nielsen Online Ratings
I really have not heard as much debate about Unique Audience as I thought I would and I suspect that many smaller publishers might not be aware of the new plans for online audience measurement at all.
The IAB Australia have recently started to work with Nielsen on ‘Nielsen Online Ratings’ and the idea of this new system is to measure people rather than browsers – the argument for this being that I currently count as 4 Unique Browsers as I use two computers, an iPad and an iPhone. My wife counts as 3 as she has two computers and an iPhone so together we count as 7 unique browsers. This explains why there are now many more ‘Unique Browers’ in Australia than there are people – clearly not a great measurement of websites audiences then.
The other argument for Nielsen Online Ratings is to make measurement consistent between different media such as digital, outdoor and print – thereby boosting digital spend by allowing those who have not yet fully committed to the medium to measure their ROI across all of their campaigns. This should be good for digital too.
The IAB have set up a panel of users who they are intending to monitor to produce this audience data – at a recent talk the exact details were still a little sketchy as to how they were monitoring their panels iPhone usage, for example. One thing that stuck in my mind was that some of the attendees considered that any given website’s ‘unique audience’ was closer to its daily unique browsers than its monthly uniques. If that is true, perhaps it is, then many publishers will be faced with a moment in the near future when they have to update their media kits and explain to existing advertisers that their unique audience is, say, 20,000 instead of the 600,000 unique browsers that they have always claimed. An interesting conversation.
Read more about contextclick bait, viewability and ROI.

The Australian paywall
Australia – All eyes are on Rupert Murdoch’s News Ltd who have put one of their Aussie newspapers ‘The Australian‘ behind a paywall this month. Even their arch rivals Fairfax are [secretly] hoping News can make it profitable.
The paywall highlights the difference in strategy between major newspaper publishers News and Fairfax – News have introduced paywalls on mastheads such as The Times in the UK and The Australian in AU whilst Fairfax’s CEO and publisher of digital for their Metro division recently said in an interview that they will be aiming to pursuade 50-60% of readers to sign up in the next 2 years with a better digital experience being provided for free in exchange for personal details.
This week John Allan, COO of The Australian told The FED (video interview) that The Times and The Sunday Times in the UK now had 100,000 digital subscribers but would not be drawn on The Australian’s subscriber numbers yet. I have heard it argued by paywall supporters that ‘casual’ users of newspaper sites who rarely visit and are blocked by paywalls are not of much actual value to publishers or their advertisers (although they do contribute to Unique User figures) but Allan outlined an interesting opening in the paywall for search and social users. It was pointed out to him that if a user tried to read an article and was blocked by the paywall from reading the whole article, the user could copy the heading, switch to Google, search for the heading, click on the inevitable result from The Australian and read the whole article. Allan said that this was a deliberate and permanent policy and News felt that users clicking on a search result or, say, a Facebook share of an article should be able to read the whole article without subscribing – but only a limited number in a day, currently 5.
The cost of a digital subscription is going to be $2.95 per week with free passes available until late January 2012. Many people in newspaper publishing and advertising around the world will be watching the News paywalls closely.