Paul Goad, Crimtan about trends in digital marketing on Digital 2013 conference in Riga, April 17th
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More data means more relevance. Right message to the right person. In real time.
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Paul Goad, Crimtan about trends in digital marketing on Digital 2013 conference in Riga, April 17th
- 1. R E A L - T I M E U N I Q U E D Y N A M I C B R A N D I N G R E S P O N S E R E TA R G E T I N G D ATA - D R I V E N E F F I C I E N T S A F E Digital Advertising Services Market Trends
- 2. Proprietary & confidential 2013 TREND 1: More data means more relevance 50:50 M:F 18-25 Music Social
- 3. Proprietary & confidential 2013 TREND 1: More data means more relevance Science Computers Motorbikes Holiday/camping St Albans English Football Gaming DVDs Holiday/Spain Apple products Leicester Czech Fashion Credit card/Loans Cooking London English Healthy Food Charity Gyms /Clubs Car insurance Exeter English
- 4. Proprietary & confidential 2013 Data comes of age 4 2000 Basic post-action optimisation Clicks, conversions, frequency day part 2008 Data management and delivery Audience profiling Lookalike audience extension 2012 Targeting, optimisation, R TB Interest, intent, contextual category, demographic geographic
- 5. Proprietary & confidential 2013 It’s not that simple anymore 5
- 6. Proprietary & confidential 2013 TREND 2: Personalisation 6
- 7. Proprietary & confidential 2013 x Right message, right person Right response message Dynamic advertising • Build ad content in real time based on user actions on the site • Personalised text and images are relevant and drive response at the point of purchase. 7 Right branding message Engaging advertising • Deliver ads relevant to person’s interests means user more responsive to message • Impactful, rich-media creative encourages brand recall and interaction at top of the purchase funnel.
- 8. Proprietary & confidential 2013 TREND 3: Attribution – not just about last click Awareness Branding Strategies KPI: Brand Lift/Engagements Point of Purchase Retargeting Strategies KPI: CPA Consideration Performance Strategies KPI: New users • Reach • Reach among target market • Frequency • Frequency among target market • GRP (reach x frequency) • TRP (reach among target market x frequency) • Brand lift • Validated impressions • Dwell time • Engagements • Video view through % • Shares • Likes • Views • Increased site visits • Increased search activity - brand/tagline • Time/pages on site • New users • CTR • post-impression conversions • post-click conversions • Time on site • CPA (subscribe, renew, survey, download, purchase) • CPL • Cost of sale • ROI • Store traffic • Offline sales
- 9. Proprietary & confidential 2013 TREND 3: Attribution – not just about last click Profile & engage target audience with impact creative Raise awareness with expandable banners, rich-media, high viewability Use lookalike optimisation technology Prospect for new in-market customers and drive them to your site Retarget site visitors who don’t purchase Use dynamic creative to re-message site visitors with relevant products and offers Awareness Branding Strategies KPI: Brand Lift/Engagements Point of Purchase Retargeting Strategies KPI: CPA Consideration Performance Strategies KPI: New users
- 10. R E A L - T I M E U N I Q U E D Y N A M I C B R A N D I N G R E S P O N S E R E TA R G E T I N G D ATA - D R I V E N E F F I C I E N T S A F E Digital Advertising Services Relevant Responsive Real time
- 11. R E A L - T I M E U N I Q U E D Y N A M I C B R A N D I N G R E S P O N S E R E TA R G E T I N G D ATA - D R I V E N E F F I C I E N T S A F E Digital Advertising Services Thank you
Notes de l'éditeur
- These people might all appear similar – similarsocial class, similar age – and they are all music fans. But by developing anonymous profiles we can establish their different interests so one person might get an ad for a holiday in Thailand, one gets an ad for a car insurance one gets an ad for a new camera.[Talk about how profiles are developed and how we are one of a very small number of companies who have our own data gathering and profiling technology so have unique profiles to target] Again, more relevance means less wastage and better efficiency. Example later in pres - IVU
- These people might all appear similar – similarsocial class, similar age – and they are all music fans. But by developing anonymous profiles we can establish their different interests so one person might get an ad for a holiday in Thailand, one gets an ad for a car insurance one gets an ad for a new camera.[Talk about how profiles are developed and how we are one of a very small number of companies who have our own data gathering and profiling technology so have unique profiles to target] Again, more relevance means less wastage and better efficiency. Example later in pres - IVU
- Attribution The industry has moved away from using just CTR as a measurement of campaign success Multiple touch points result in a sale – need to consider all of them. For each campaign need to think about: What you want your campaign to do – branding, visit site, download brochure, buy product, recommend product etc. Choose best indicator (KPI) of how successfully this has been archived Brand liftROICost of saleCPAEngagement rateLikeBuy nowClicks/CTR Evaluate how you would attribute conversions from users in different pars of the funnel.
- Attribution The industry has moved away from using just CTR as a measurement of campaign success Multiple touch points result in a sale – need to consider all of them. For each campaign need to think about: What you want your campaign to do – branding, visit site, download brochure, buy product, recommend product etc. Choose best indicator (KPI) of how successfully this has been archived Brand liftROICost of saleCPAEngagement rateLikeBuy nowClicks/CTR Evaluate how you would attribute conversions from users in different pars of the funnel.