2. KATANA SPEAKER BACKGROUND
12+ years in
digital marketing
Executive / Media Director
at Multiple Full-Service
Agencies
Digital Marketing Consultant
for Businesses
Heavy Direct
Response Background
Experience
Across
Diverse Client
Verticals
3rd Time Speaking
at LeadsCon
JJ BANNASCH
PRESIDENT, CO-FOUNDER
3. KATANA TODAY’S TOPIC
DIGITAL MEDIA BUYING BEST PRACTICES & ADVANCEMENTS -
PROGRAMMATIC MEDIA BUYING
Programmatic /
Automation
Increased competition,
especially in lower
funnel tactics
Data mining / analysis / insights
tools & methods
Tools / technology
platforms
Integration needs between
platforms & data sets
Movement to biddable -
value optimization
media buying
SHIFTS in
MEDIA MARKET
Competitive advantage
in marketplace
Increased cost savings
Longer term stability
More effective strategy
and executions
Deeper insights &
optimizations
Speed & agility in
campaign management
BENEFITS of STAYING
UP-to-DATE
4. WHAT IS BEING COVERED (20 Mins)
• Challenges with media buying today
• Leveraging programmatic / automation (simplified)
• Who | What | When | Where | How
• Tangible examples of best practices / applications for direct response campaigns /
clients
• Q&A
5. KATANA TOP 10 REASONS MEDIA BUYERS ARE BEHIND
Sales people unable to
create value due to confusion
Adaption rates are low, few
leading the way for all
Different skill sets
needed for media buyers
Constantly changing &
hard to keep up-to-date
Mixing purpose of
strategy & tactics
Lack of education &
training for employees
Believing that programmatic &
automation will fix
everything & it fails
Thinking in silos and individual
teams - no data sharing
The LumaScape is more
cluttered than ever
(see next slide)
Upper management not allowing
testing or expansion
7. TAKE A STEP BACK WITH DIGITAL MEDIA BUYING
SIMPLIFIED BEST PRACTICE
8. KATANA MEDIA CAMPAIGN | KEYS TO SUCCESS
1
2
3
4
5
Implement a multi-tiered strategy to maximize reach against target audience and
mid and lower funnel efforts
Identify “sub-audiences” within the target audience to make optimizations and
develop insights
Leverage “Value Optimization” techniques within media tactics and strategies via
programmatic platforms to improve campaign performance over the 6 week
campaign
Utilize programmatic / real-time media platforms to optimize in real time against
campaign flight, audience layers, and channels/tactics
Incorporate pre-campaign existing data (offline, store locations, historical CRM
data, audience consumption) with campaign performance data (engagement,
response rates, TOD, Devices, channels) to maximize media investments
toward primary campaign objectives
9. KATANA
PICK & CHOOSE
Based on CPM, CPE, CPC, CPA, or other analytics measurement
to ensure price discovery and optimization
Calculate the total return on each variable to determine value
optimization bid factors against media
Geo-targeting
Time of Day
Sites / Placements
Fold Placement
Devices
Browsers
Exchanges / Inventory
Ad Sizes /
Executions
Frequency
Recency / Latency
Data Segments
Channel / Tactic
Creative Messaging
Day of Week
FILTERS FOR BIDDABLE
MEDIA TARGETING
MEDIA CAMPAIGN | VALUE OPTIMIZATION LEVERS
10. KATANA MEDIA CAMPAIGN | OPTIMIZATION TYPES
VALUE ADJUSTMENTS TO IMPRESSIONS
BASED ON LATENCY MODELS
VALUE
ADJUSTOR
AUDIENCE
POOLS
DAILY / REAL TIME
Examine media bidding strategies on a
constant basis. Use both programmatic
automation based on business parameters
and manual oversight to ensure automation is
working as planned.
WEEKLY
Maintain a weekly pacing and projection
document that aligns overarching strategic
initiatives by week. This ensures that overall
goals are being accomplished and positive
trending is occurring with real time
optimizations. These adjustments are made
across tactics / channels and between sub-
audience targets.
11. KATANA MEDIA CAMPAIGN | AUDIENCE PROFILING
UTILIZE SUB-SEGMENTS WITHIN YOUR OVERARCHING TARGET
(EXAMPLE: GENERAL MALES 18 TO 34) FOR ADDITIONAL OPTIMIZATIONS
AUDIENCE SEGMENT DESCRIPTION OF AUDIENCE
Moviegoers (Male 18-34)
Leverage audiences who have already shown a high interest in going to the movies, an affinity towards the X-Men brand
or action movies or have recently spent time buying movie tickets or at movie theaters.
Lifestyle (Male 18-34)
Within the broader audience of Men 18-34, specifically target those interested in current pop culture and trends, sports
and entertainment by targeting contextually relevant websites and third party audience data.
Previous Behavior / Purchase Behavior (Right
Guard & Male 18-34)
Tapping into first and third party data segments, create custom segments around existing competitors’ consumers, similar
audiences like Under Armour purchasers and look-a-like models off of valuable Right Guard consumers
In-Store Alignment
Leveraging real time latitude & longitude data, target consumers who are currently in or consistently shop at store brands
that will have the Fandango redemption display
General (Male 18-34)
This audience will act as a catch all for non-specific audience targets but will be another testing layers within the media
mix.
13. KATANA
13
Coupon Page Tracking
• On mobile, track users who click "Email a link for later printing"
• On non-mobile, track users who click "Print"
Media Analytics
Tracking through media platforms DSP,
Facebook, paid search engines and ad-servers
TRACKING & ANALYTICS
Landing Page
Place Google Tag Manager & Google Analytics
Single page websites and applications often have high bounce
rates due to no other pages to visit; we can adjust the bounce rate
methodology to be more realistic based on landing page
interactions to provide a more realistic data point
Coupon Site
Tool - Google Tag Manager
Landing Page Segments
Leverage Google Tag Manager to identify users in the following segments:
1 page visit (track users who take no other action than visiting)
High quality visits (track users based on engagement levels)
Conversion start (track users who click an outbound link to the coupon page)
Scrolled page (track users who scroll below the fold)
14. KATANA
Audience Segment Description of Audience Asset Needs / Channels
Moviegoers Leverage audiences who have already shown a high interest in going to the movies, an affinity towards the X-Men
brand or action movies or have recently spent time buying movie tickets or at movie theaters.
Display (Banner Ads )
Facebook (Text and image ad)
Video (Pre-roll)
Mobile
Google Sponsored Promotions (Text Ads)
Paid Search (Text Ads)
Lifestyle Within the broader audience of Men 18-34, specifically target those interested in current pop culture and trends,
sports and entertainment by targeting contextually relevant websites and third party audience data.
Display (Banner Ads )
Video (Pre-roll)
Mobile
Previous Behavior / Purchase Behavior Tapping into first and third party data segments, create custom segments around existing competitors’ consumers,
similar audiences like Under Armour purchasers and look-a-like models off of valuable Right Guard consumers
Display (Banner Ads )
Facebook (Text and image ad)
Video (Pre-roll)
Mobile
In-Store Leveraging real time latitude & longitude data, target consumers who are currently in or consistently shop at store
brands that will have the Fandango redemption display
Display (Banner Ads )
Mobile
General (Male 18-34)
DIGITAL AUDIENCE SEGMENTATION
AUDIENCE SEGMENTS BASED ON INTENT
TRIGGERS ACROSS CHANNELS
15. KATANA DIGITAL BANNER APPROACH
CALL TO ACTION
main message
image / visual
TESTING VARIANCE
LARGE
Overtime and testing iterations
Large Variation to Start Creative Asset Testing
1.Layout of banner
2.Images (ie. lifestyle vs product)
3.Background color
4.Banner file type (static, HTML5, GIF, Dynamic)
Smaller Testing Optimizations for Incremental Impact
1.Call-to-action / button
2.Offers, value proposition
3.Brand voice message testing
LARGE VARIANCE A/B TEST FOR BANNERS
CALL TO ACTION
image / visual
main message
TESTING VARIANCE
SMALL
