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Short Changing Your Success?
- 1. Shortchanging Your Success? Common Strategic Slips In Digital Planning Nick Talbert | Director, Communication Strategy @nicktalbert | @mediamind
- 2. MediaMind Context Global Offices:41 Your Logo Countries Served: 63 Advertisers:9000 I’m still concerned about my account Monthly Impressions Served: 60 Billion I’m not convinced Little better Unique Users: 750 Million Ok, that’s big Ok Ok…I get it, scale isn’t an issue Server Request per Second:50 Thousand Network Bandwidth: 16 Gigs per second
- 3. DG’s Digital Armada Neutral Technology Partner Multi-Screen, Cross-Channel Enhanced Service Level (+ Eyewonder&Unicast)
- 4. Agenda
- 5. Disclaimer The following are all real life examples… but some of the names have been changedto protect the innocent
- 6. REACH AND FREQUENCY FOR DIGITAL?
- 7. Campaign Results - CTR * MM US Benchmarks per site, 2010
- 8. Campaign had a high average frequency at 3.8 Publisher A placements had an average frequency of 22 Relatively low ratio of reach to frequency R&F Can Create False Results
- 9. Optimal Frequency ROI by frequency Optimal Frequency ROIis calculated by looking at the average conversion rate combined with the CPA goal and average cost of media. The break even point is at 100% ROI. This is when costs and revenue are equal. Scenario C Campaign Goal: $20 CPA Avg. Media Cost: $2 CPM Scenario A Campaign Goal: $40 CPA Avg. Media Cost: $10 CPM Scenario B Campaign Goal: $40 CPA Avg. Media Cost: $5 CPM
- 10. Correlation To Frequency And CTR After frequency of 5, CTR dropped considerably Frequency levels over 5 accounted for 39% of impressions, but only accounted for 3.7 % of the clicks Over 3,000,000 impressions were served to frequency levels above 30
- 12. the worst mistake businesses can make in modernmarketing is allowing customers to slip off the radar
- 13. Basic Retargeting Yields Basic Results General Retargeting Ad Out of the total Display conversions, this is the % of conversions that contained one or more Search ads General Retargeting Ad General retargeting yields slightly above average CTR © 2011 MediaMind | A division of DG | All rights reserved
- 14. Smarter Retargeting Yields Record CTR Huge CTR Increase! 1.5% 0.18% Basic Retargeting Advanced Retargeting © 2011 MediaMind | A division of DG | All rights reserved
- 15. SEGMENTATION AND YOUR ONLINE CONSUMER
- 16. Understanding Available Data for Segmentation Available From Publisher Or 3rd Party Available Through Ad Server Geography Retargeting Demographic Keyword Or Intent Data $$ $$$$ 55+ 18-24
- 17. Geo-Targeting Increased KPIs by up to 69% 69% 27.4% 27.4% increased dwell time (sec.) Frankfurt - Marseille Kiel - Innsbruck Aachen - Marseille Using Smart Versioning, copy/images were dynamically updated, via an IP lookup, to include user’s current location. Geo-targeted banners promoted driving to their "sister metropolitan" area without having tore-fuel Dwell time went through the roof jumping 27.4% over benchmarks at a lower production cost S.V. S.V. Benchmark* Benchmark* Avg. Dwell Time (sec.) Avg. Dwell Rate * European Auto Benchmarks Smart Versioning © 2011 MediaMind | A division of DG | All rights reserved
- 18. Segmentation of Digital Audiences media plan interacted with marketing not interacted with marketing engaged with an ad not responded to previous offer visited the website has never seen an offer
- 19. Using Segmentation Version A Version B never seen offer seen a previous offer visited the web engaged with ads Version C Version D
- 20. Segment Retargeting Site Visitors Browsed for Products Placed Item/s in Cart Completed a Purchase $1 $5 Do Not Retarget
- 21. Category Retargeting Site Visitors Browsed Product Category A Browsed Product Category B Browsed Product Category C $10 $5 $20
- 22. User Retargeting Site Visitors Browsed Products A,B,C Browsed Product B Browsed Product C $1 $1 $1 Highest Value Product* Product B Product C * MM stores up to last 5 products
- 24. Group Product Around Consumers Credit Cards Home Loans Investment Services Checking Account
- 25. Synch Multiple Products Across All Channels Credit Cards Home Loans Investment Services Checking Account Products Channels Acquisition Activation Services Retention Credit Cards Home Loans Invt. Services CK Accounts Search Display Rich Media Email a B C D
- 26. Creative B Creative A Creative C A / B Testing?
- 27. Good Testing And The Waste Of Time… Prices in the copy increased CTR by 67% over campaign average The CTA ‘Shop Now’ was more effective at driving clicks by 61% The 300x250 was nearly 70% more effective than campaign average Adding 2 CTAs increased the CTR by 85 % Messages with1-2 lines per headline, generally did well compared to the campaign average , by nearly 40% The One Perfect Ad
- 28. Case Study: Optimization Tourism Australia utilized six unique banners highlighting different vacation activities: 447% improvement in CTR 0.82% 90% Rotation 90% Rotation 90% Rotation 90% Rotation Weeks 1 – 2 All Creative Running Week 3 Week 4 Week 5 Week 6 10% Rotation 10% Rotation 10% Rotation 10% Rotation 0.15% Before Smart Versioning Smart Versioning © 2011 MediaMind | A division of DG | All rights reserved
- 29. Awareness as anObjectivein Digital?
- 30. Blind Awareness
- 31. Creating A Doomed Funnel? © 2011 MediaMind | A division of DG | All rights reserved
- 32. The Ideal Funnel Visited website, and interacted with ads Never interacted, new customer Some interaction, no conversion Change of direction End of the Funnel Group A Group B Group C Group D Consumer Purchase Cycle - Automotive
- 33. Emphasis Placed On One Or The Other Awareness Conversion
- 34. The Effects Of Branding On DR In April 2011, IPSOS and Sensory Logic did a study the effects of DR metrics when ‘branding’ style creative objectives/tactics were added to the campaign Campaigns were from aggregated and then creative was isolated into categories 40 different heavy online advertisers within 10 different verticals
- 35. Relating Brand Metrics to Desired Action Dwell is a brand metric, measuring time spent ‘interacting with ad’ Study shows correlation with campaigns with high dwell (Avg. 43 sec) and the increase in desired consumer actions Study was a combined effort between MediaMind and Comscore
- 36. Control Consumer Creative Experiences Apply ad settings across campaign apply to audience cookies, not placements Ex. Sequencing across publishers 1 2 3 Ad Settings Sequencing Frequency Capping Geo-Targeting Retargeting Keyword Targeting Demo Targeting Ex. Frequency capping across publishers Rich Rich Standard
- 37. Summary
- 38. Online Marketing Suite Developer Tools Tracking& Analytics Demand Side Platform Ad Serving Planning& Buying Dynamic Creative Rich Media MediaMindBlocks MediaMindAnalytics Smart Trading Smart Planning Smart Versioning Standard Serving MediaMind Workshop Channel Connect In-stream Video MediaMindMobile
- 39. For additional questions: @nicktalbert| @mediamind Thank You
Notes de l'éditeur
- 1. Welcome everyone. I’m glad you choice this particular session
- In 2010, financial campaigns were under exposed by __% , the most efficient campaigns operated at campaign frequency of 4
- Challenge: Client have been running multiple campaigns that tried to drive site traffic and on-site conversion with industry average success. The client challenged us to find smarter ways to do that and increase key KPIs such as CTR.Solution: MediaMind partnered with Invite Media to tag and find site visitors in different stages of interest.Users who either browsed or placed in cart any un-purchased items that were over $25 were tagged with a custom cookie created by MediaMind and passed on to Invite Media.Invite found relevant users in the exchenge.MediaMind served relevant messages to users based on the interest that they expressed and using the store's database product feed featuring over 50,000 of their products Results: Retargeting consumers resulted in an above average high CTR of 1.3 to 1.5%. Without any holiday or special promotions attached, the campaign yielded better than expected results by carefully retargeting the consumers with products that they were interested in.
- Solution: MediaMind partnered with Invite Media to tag and find site visitors in different stages of interest.Users who either browsed or placed in cart any un-purchased items that were over $25 were tagged with a custom cookie created by MediaMind and passed onto Invite Media.Invite found relevant users in the exchange.MediaMind served relevant messages to users based on the interest that they expressed and using the store's database product feed featuring over 50,000 of their products Results: Retargeting consumers resulted in an above average high CTR of 1.3 to 1.5%. Without any holiday or special promotions attached, the campaign yielded better than expected results by carefully retargeting the consumers with products that they were interested in.
- Client: Porsche Challenge: The luxury brand which was well-known for performance launched a new fuel-efficient model and wanted to engage potential consumers and increase awareness to the new modelSolution: The client leveraged MediaMind's geo-targeting capabilities to personalize the new brand message and engage consumersThe brand message focused on the driving range of the new model and identified pairs of major metropolitans across the country with this driving range. Then, a series of geo-targeted banners addressed consumers living in those metropolitans highlighting that they can now drive to the "sister metropolitan" without refuelingResults: Dwell for the targeted brand messages went through the roof with lift of xxx% over non-targeted messages.
- Make Better Use Of Owned Data – Credit cards, checking accounts, home loans, consumer investment services all have the same customer, yet are marketed in silos. Eliminate as many of the lines drawn between the data from separate products and even the same product with separate goals Brand/DR. Instead of organize data silos around different products organize the data consolidation around the consumer
- Organize Data Points Around Consumer – Multiple products, multiple campaigns, multiple channels. Create tagging systems that can delineate between consumer life stages.
- Sensory Logic is a neuromarketing research firm based out of Minneapolis, Minnesota. Sensory Logic specializes in quantifying emotional response through the facial coding tool conceived by Charles Darwin and developed into the Facial Coding Action System (FACS) by Dr. Paul Ekman and his colleague Wally Friesen. Facial coding provides an Internet-compatible way to gauge emotional response through "micro expressions" and a test subject’s facial muscle activity, Ipsos is an independent company managed and controlled by research professionals.Our ambition is to make Ipsos our clients’ preferred research company. For this, we have grown Ipsos into an international group and we have recruited the best professionals to assist us in all major markets.We have chosen to specialise our business and to place expertise at the core of our activity. We aim at delivering high quality information adding significant value detailed with explanations and advice for immediate use.Our objective: maintain a solid financial performance higher than the market’s and develop responsibly, taking care to make the best use of Ipsos’ means and resources.