Digital media suffers from substantial decays in effectiveness over time. Despite this, the ROI often outstrips more traditional media, but for how long? Delivering relevance can provide a powerful tool for extending the life of a channel or campaign (and making it more effective in the first place). In this paper, we look at the challenges with identifying customer intent and matching this with real-time, relevant communications at enterprise scale. Demonstrations of ad verification and intelligent digital platform capabilities explore how relevance at scale can be delivered and the observed impacts on business outcomes.

1. Leveraging the last millisecond
Jason Juma-Ross Marcus Verrall
@ideasoc @MarcusVerrall
iStrategy Sydney, April 2013
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2. 2.5m display ads/5 secs 1
average user served 1,707 banner ads per month 2
>30% don’t get seen 3
standard banner 0.04% ave CTR 4
1. An estimated 169 display impressions served per millisecond: 2,470,588 in five second
2. & 3. US Internet Users, ComScore
4. DoubleClick
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3. Investment continues to pour into digital: for
good reason!
$000s 2012 Australian Media Spend & YOY Δ
($24m)
4,000,000
$516m
3,000,000
($476m)
2,000,000
1,000,000 ($18m) $21m $11m
$8m ($41m)
0
Television Press Magazines Radio Cinema Out of Home Direct Mail Digital
ROI
Basis 25% 8%
(example
)
(2%) (28%) (60%) (10%)
Source: AQX Monthly, Jan 2011 – Jan 2013, IAB Online Advertising Expenditure Report, Dec 2012, Accenture analysis: APAC region.
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4. Use of automated tools to procure online
Real Time advertising, one impression at a time, at scale, based
on the unique characteristics of a granular target
Bidding audience
Convergence Ability to procure media packages that consist of
combined inventory from both traditional and digital
Buying (again) channels
Pay for Outcome based buying, allowing advertisers to
procure clicks, leads, enquiries, opportunities to
Performance quote, bookings,
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5. Advertiser Customer Customer
Effectiveness Novelty Relevance
Real Time
Bidding
Convergence
Buying (again)
Pay for
Performance
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6. Novelty: Long term decline in banner CTRs
100%
80%
78% CTR, HotWired 1994
60%
40% 0.1%
0.05%
20% 0.04%
0.5% CTR AdKnowledge Online 0.03%
10% Advertising Report 1st Quarter 2000 0.02%
c. 5%, 1997
5% 0.01%
1990 1995 2000 2005 2010 2015
ClickZ 2001, ‘Are Click-Through Rates Really Declining?’, http://www.clickz.com/clickz/column/1706011/are-click-through-rates-really-declining
Andrew Chen’s Law of Shitty Clickthroughs, http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/#
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7. The ‘law of shitty clickthroughs’ is a general
phenomenon
Site retargeting clickthrough rate decline over a five month period. Source: http://andrewchen.co/2012/04/05/the-law-of-shitty-clickthroughs/
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8. How can we improve this situation in the
new RTB enabled environment?
1.Cut through: Great, low-cost creative
2.Audit: verify what you got
3.Relevance: extend the fall off in the
clickthrough curve by targeting intent
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9. Chevvy: ‘Happy Grad’
SuperBowl XLVI
Source: SuperBowl XLVI, 2012 MoFilm
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10. Use ‘fast transients’ to deliver relevance &
extend the useful life of advertising vehicles
Search Display Media
KWG 1 KWG 2 KWG N Seg 1 Seg 2 Seg N
de-averaging
Dynamic Landing Pages
Product/Detail Pages
• Integrated data
• Intelligent conversion paths Checkout / Conversion
• Industrialised automation &
decisioning
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11. Challenge the high cost of complexity
attached to delivering relevance
Customers demand a more granular and continuous content and functionality
development cycle than is possible in the current paradigm
New Paradigm
Complexity Dimensions
Platform based,
componentised dev.,
5 Cust. Segments 12,150 Treatments flexible architecture with
analytics linking
2,430
content, usage, and
3 Channels value
+
Relevance
6 Regions 810
Current Paradigm
135 Monolithic web
27 Brands development & digital
Current supply chain. Analytics
5 Treatments used primarily for
5 Product categories reporting purposes
1 Treatment
Unit Delivery Cost +
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12. Ad Banner Buyer
DEMO
Audit: scans publisher
sites to track where
your and your
competitors’ inventory
appears
Semi-automated
intelligent platform
optimises for intent in
real time
DEMO
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13. ABBA
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14. ABBA
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15. Google Search Result (Actual)
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16. Google Search Result (DEMO)
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17. Visitor Context
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18. Optimised Landing Page
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19. Facebook Integration
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20. Optimised Product Page
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21. Optimised Product Page – Visitor Context
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22. Lagging Leading Emerging
STATIC ‘ONE-SIZE FITS PERIODIC, EMPIRICALLY- AGILE, INTELLIGENT
ALL’ WEB SITES DRIVEN ITERATION DELIVERY
Search Social Display Personalisation
(HTML)
Web Skin Core Systems Componentised
(Aligned)
(HTML Layer) Architecture
Search Social Display
Foundational
Components Intelligence Driven
(Analytics) Intelligent
Adaptation
Analytics Applications,
(Reporting) transactional, and
service platforms
Customer
Data Cloud
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23. Relevance = business de-averaged
1960 1980 2000 2020
Broadcast Paradigm Intent Paradigm
Campaigns
Demand
Campaign
Demand
Profile
Profile
Population Population
Demog. Simple Single Uniform Intent Multiple Fragmented Campaign
Segment Offer Channel Campaign Segments Offers Channels Relevance
Local
Mobile
Social
Bundle
Search
Web
eDM/DM
IPTV,
etc
Hindsight based business Relevance, scale, & speed
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24. c.1bn display ads/30 mins
average
optimised 250 conversions
500 conversions
ROI x2
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25. Thank you
Jason Juma-Ross Marcus Verrall
Regional Managing Director Digital Director
Accenture Interactive Accenture Interactive
jason.juma-ross@accenture.com marcus.verrall@accenture.com
@ideasoc @MarcusVerrall
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