РИФ 2016, Как помирить Branding и Performance?
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Alexei Archinov GOOGLE RUSSIA
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РИФ 2016, Как помирить Branding и Performance?
- 1. Каз лойжржмь Branding ж Performance? Аиезсей Арржкоб 13 алреия 2016
- 2. Google Confidential and Proprietary2 Let’s imagine a retailer with two directors having two different objectives Head of E-commerceHead of Marketing Branding Performance
- 3. Google confidential | Do not distribute Just how much value do brands add?
- 4. Google confidential | Do not distribute $124bn brand value of $719bn market cap 17% *Brand values calculated by Forbes. World’s most valuable Brands 2014
- 5. Google confidential | Do not distribute $40bn brand value of $88bn market cap 45% *Brand values calculated by Forbes. World’s most valuable Brands 2014
- 6. Google confidential | Do not distribute Example Category Queries Jan Apr May Jun Jul Aug Sep B A A Not Capturing Full Demand • Limited by budget or campaign structure Dec Capturing Full Demand • Optimal budget and campaign structure B You are good at capturing search demand
- 7. Google confidential | Do not distribute But there is more opportunity for you to grow Example Category Queries Creating Demand ● Using YouTube and display to influence consumers before they search C Jan Dec Apr May Jun Jul Aug Sep B A Example Category Queries C A Not Capturing Full Demand • Limited by budget or campaign structure Capturing Full Demand • Optimal budget and campaign structure B
- 8. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Брекгжкв лойоваем лржбиепь кобтю атгжморжю ж лобморко бобиепь стсесмбтюсжу зижекмоб ЦЕЛЕВАЯ АУДИТОРИЯ ВЙИЯЕМ НА ВЫБОР Рааомаей с ломреажмеияйж, зоморые тде еажкмересобакы б лозтлзе СТРОИМ ЗНАНИЕ БРЕНДА Расржряей ж соегаей оеиебтю атгжморжю ВАША АУДИТОРИЯ
- 9. Google Confidential and Proprietary9 These two objectives may be reached with Brandformance approach Brandformance Reach your target audience, those who did not hear about you before, and tell them your story... … and after that offer a proper deal and convert them into loyal customers
- 10. Google confidential | Do not distribute Create demand and capture sales Google Confidential and Proprietary At launch: Build fast awareness1 Maintain awareness and increase consideration2 TrueView Masthead DisplayTrueView VideoLightbox Search Convert to purchase3 $ Purchase
- 11. Google confidential | Do not distribute Product launch media strategy Strong Push Pull & Lead generationGenerate Buzz PRE-LAUNCH LAUNCH TV + YouTube video ads = incremental reach GDN lightbox ads – engage those who have not seen video ads YT channel page branding + featured video YT Cross-Screen Masthead + Brand Lift Survey to Measure brand metrics TrueView in-display – click-to-play ads POST LAUNCH Generate leads with GDN: display lightbox ads GDN and TrueView remarketing with tactical offers
- 12. Google confidential | Do not distribute Continue to tell your story to the right person with the right message at the moments that matter most Re-engage with the hand raisers through video remarketing Google Confidential and Proprietary
- 13. Source: TNS Web Index, Moscow+St.-Petersburg, December 2015, 12-64 years, Monthly Reach, % of population; comScore Media Metrix, July 2015; Google internal data Google Confidential and Proprietary 75% Населения доступны на YouTube ежемесячно Доступны в сети Google Display Network89% YouTube – видео-площадка №1
- 14. Google confidential | Do not distribute YouTube – поисковая система №2 в мире Source: Think With Google 2014 Онлайн покупателей используют видео для изучения товара Используют YouTube, чтобы найти продукт 42% 64% Google Confidential and Proprietary
- 15. Google Confidential and Proprietary15* check example from K-mart Challenge of Ulmart ● Ulmart is the largest on-line retailer in Russia with revenue of $1,5B in 2013. Company ship to 190 cities, active customer base is 1.9 mln of customers per month, assortment of 70 000 SKUs, offline infrastructure includes 39 cybermarkets, 300 pick-up stores in 190 cities. ● Founded in 2006, company is still not very well-known in the market: overall average top-of-mind awareness is 11% with the highest score in St. Petersburg (23%) and the lowest in Moscow (5%). ● Ulmart decides to apply Brandformance approach to Moscow region, increase its awareness and at the same time increase active customer base to grow revenues in that region
- 16. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Каз Юийарм лойжржи Branding с Performance Ulmart case
- 17. Google Confidential and Proprietary17 Brandformance // Approach Introduce yourself to those, who did not know you before 1 Offer a deal, stimulate registrations and convert them into customers 2 Retain the customers and grow loyalty 3 ● Create an ad, that introduce the retailer and tell your full story (no time limits)* ● Introduce yourself by showing it to the audience, who did not visit your web- site before ● Target to specific region, where there is a need to grow ● Create a special offer for new customers (e.g. discounts for 1st purchase, bonus for a registration) and put in on your website (landing page) ● Create video ads, banners and context ads with call to action ● Show these ads to those, who saw the first ad ● Analyze the new audience and segment it ● Stimulate more transactions via newsletters * check example from K-mart
- 18. Google Confidential and Proprietary18 Brandformance // Case study from Ulmart // Step 01 Introduce yourself to those, who did not know you before 1 * video available here from Ulmart Key facts and results ● YouTube ad, 60 sec, story about Ulmart and customers reviews ● Target only Moscow region ● Flight duration: 1 week ● 1 800 000 of new unique viewers ● +25% of Top-of-Mind (Unaided) ● 250 000 of visitors to Ulmart’s site ● 5000 of transactions right after campaign flight Retain the customers and grow loyalty 3 Offer a deal, stimulate registrations and convert them into customers 2
- 19. Google Confidential and Proprietary19 Brandformance // Case study from Ulmart // Step 02 Introduce yourself to those, who did not know you before 1 Offer a deal, stimulate registrations and convert them into customers 2 * video used for remarketing available here from Ulmart RLSA ads Special deal for new customers: “Wholesale prices” Retain the customers and grow loyalty 3 GDN Banners YouTube ad (RMKT)* Key facts and results ● 250 000 of visitors to Ulmart’s site ● 12 500 of transactions
- 20. Google Confidential and Proprietary Offer a deal, stimulate registrations and convert them into customers 20 Brandformance // Case study from Ulmart // Step 03 Retain the customers and grow loyalty 3 Introduce yourself to those, who did not know you before 1 2 Key facts and results ● “Hot deals” for newly joined customers ● 17 500 newsletters ● CR 25%
- 21. Google Confidential and Proprietary21 Brandformance // Case study from Ulmart // Key results $9 customer acquisition cost 2,5x less customer acquisition cost vs. company average 18 000 new customers
- 22. Google Confidential and Proprietary Каз каймж ломреажмеией? НАЙТИ логуогясжу ломреажмеией Каз быгеижмься срегж резиайы? ПОВЙИЯТЬ ка ререкже о лозтлзе Каз жейержмь реетиьмам ж ооекжмь ROI? Ооекжмь РЕЗКЙЬТАТ
- 23. Google Confidential and Proprietary НАЙТИ логуогясжу ломреажмеией Google Confidential and Proprietary
- 24. Proprietary + Confidential Рааомайме с лерслезмжбкой атгжморжей Икмерестюмся, ко есф ке зтлжиж Поуодж ка баржу жиж ломекожаиькыу зижекмоб Азмжбко жетпаюм барт замеворжю, соажраюмся жу зтлжмь КТО: КАК: Remarketing Customer Match Similar Audiences In-Market Audiences
- 25. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Customer Match заз жсмопкжз кобыу зокберсжй Ислоиьетйме сбегекжя о зижекмау... Исморжя лозтлоз Онниайк зайлакжж Пронжиж зижекмоб ...лрж рааоме с резиайой ка YouTube ● Позаеыбайме резиайт стсесмбтюсжй зижекмай ● Исзиюпайме стсесмбтюсжу зижекмоб, пмоаы лржбиезаймь моиьзо кобыу ● Науогжме лоиьеобамеией, лоуоджу ка баржу зижекмоб
- 26. How do I deliver impact and make sure I stand out? Google Confidential and Proprietary ПОВЙИЯТЬ ка ререкже о лозтлзе
- 27. Proprietary + Confidential Шжрозжй быаор норйамоб с лиамой еа viewable лозаеы ж бобиепекже CPV ло зижзт TrueView in-display Пролтсзаейый CPV TrueView in-stream Viewable CPM 6, 20 и 30 сектнд
- 28. Ооекжмь РЕЗКЙЬТАТЫ Google Confidential and Proprietary
- 29. Proprietary + Confidential Позаеамеиж эннезмжбкосмж гия Performance ● Росм ложсза ло арекгт ● Ассоожжробаккые зокберсжж ● Птмь з зокберсжж ● Уйекьрекже расуогоб (CPL/CPP) Метрика Цель Значение % росм омкосжмеиько омрасиебыу лозаеамеией Просйомр резиайы YouTube лерег зокберсжей Пржстмсмбже YouTube б лтмж з зокберсжж Кокепкая оеиь %% ## ## $$
- 30. Proprietary + Confidential Коропе... 1. Ислоиьетйме бжгео ка YouTube гия ложсза кобыу ж рейарземжква мезтсжу зижекмоб 2. Вобиезайме ж зокбермжртйме атгжморжю с лойосью жкмеразмжбкыу жксмртйекмоб 3. Насмройме аммржатожю зокберсжй гия лоикооекково жейерекжя реетиьмамоб
- 31. Proprietary + Confidential СПАСИБО! ВОПРОСЫ?