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3Di Services for Advertisers - Overview
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3Di Services for Advertisers - Overview


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  • 1. Data Powered Marketing 10 Years of Leadership in Email Advertising & Lead Generation
  • 2. Data Powered Marketing Who is 3Di? 3Di the Digital Media Division of Beyond Founded in 2003 (NZ 2007) Direct & Agency Sales Team Experienced Campaign Team Represents Hundreds of Publishers Own Database, Technology & Network Members of
  • 3. Data Powered Marketing Who is Beyond? Beyond is a leading international media and content business which is listed on the Australian Stock Exchange (ASX:BYI) Revenue: $100m, Profits $10m Beyond are the producers of MythBusters
  • 4. 3Di (AU) Clients by Media Category Insurance Finance Communications & Computers Health, Beauty & Pharmaceuticals Retail Entertainment & Leisure Travel & Accomodation Home Products & Services FMCG Community & Public Service Media Education & Learning Alcoholic Beverages Office & Business Equipment Real Estate Government Recruitment Motor Vehicles 0% 5% 10% 15% 20% 25% Insurance and Finance are traditional strong spenders, but growth is strongest in categories discovering the benefits of Email and Lead Generation, E.G. Automotive. SOURCE: 3Di (AU) Revenue by IAB media categories 2011 to 2012
  • 5. Data Powered Marketing What is the most popular App on Mobile? What can target specific users across multiple devices & social media? What can deliver long format rich creative that is automatically saved for future reference or sharing? What is more social than Facebook! What is consumers preferred channel for promotional messages
  • 6. Data Powered Marketing Email Advertising Opportunities Premium Lists Performance Email
  • 7. Preferred for Permission Based Promotional Messages Email “Consumers are much more selective about the channels through which they will allow marketing messages than they are with personal or professional communications. 77% Direct mail 9% SMS 5% Facebook Consumers, while they may be huge ‘Fans’, don’t necessarily want to be friends with brands. 4% Telephone 2% Mobile App 1% Twitter They still draw hard and fast lines about when and where marketing communications are appropriate.” 1% LinkedIn 2012 Channel Preferences Survey, ExactTarget 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Email is the #1 preferred consumer channel for permission-based promotional messages. SOURCE: ExactTarget. 2012 Channel Preferences Survey, February 2012 • N = 791 US Online Consumers, age 15 and older
  • 8. Most Effective for Permission Based Promotional Messages Email 66% Direct mail 65% Telephone 24% Facebook 20% SMS 16% Mobile App At the very least, such cross-channel visibility certainly stands to increase brand recognition and campaign awareness.” 10% Twitter 6% LinkedIn 4% 0% “While consumers may have a preferred channel for marketing communications, they tend to use many more than one. Therefore, brands who receive permission to message consumers through multiple direct channels may dramatically increase their sales potential. 2012 Channel Preferences Survey, ExactTarget 10% 20% 30% 40% 50% 60% 70% Have you ever made a purchase as a result of a marketing message you received through the above channels? SOURCE: ExactTarget. 2012 Channel Preferences Survey, February 2012 • N = 791 US Online Consumers, age 15 and older
  • 9. Email is Critical for Customer Acquisition “Email is critical for customer acquisition. 6.84% of customers were acquired by email in 2013 according to a study of 72 million shoppers on 86 different retail Web sites in 14 different industries by Custora. Email was the third most important source after organic search (15.81%) and CPC advertising (9.82%), and it far outperformed Facebook (0.17%), banner ads (0.46%) and affiliate marketing (0.96%). And over the last 4 years the importance of email as a customer acquisition channel has increased nearly eightfold.” 2013 Custora E-Commerce Customer Acquisition Snapshot SOURCE: 2013 Custora E-Commerce Customer Acquisition Snapshot
  • 10. Email Customers are More Valuable “According to the Custora study, the lifetime value of a customer acquired through email was 11% more than one acquired via Facebook or banner advertising, and 4% more valuable than a customer acquired through affiliate marketing. 2013 Custora E-Commerce Customer Acquisition Snapshot SOURCE: 2013 Custora E-Commerce Customer Acquisition Snapshot
  • 11. Email is More Social “According to SocialTwist found that among consumers who referred products or services to friends, the majority (55.4%) used email, nearly 14% more than Facebook (41.8%). Referring Products or Services to Friends Twitter 2.6% Facebook 41.8% Email 55.4% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% The study, designed to see how consumers responded to social referral marketing, spanned 18 months, 119 social marketing campaigns, and 3.2 million participating consumers. New Customers Obtained Through Twitter 26.8% Facebook 22.0% 2013 SocialTwist , The Connected Consumer Email 51.8% 0.0% 10.0% 20.0% SOURCE: 2013 2013 SocialTwist , The Connected Consumer 30.0% SocialTwist’s recently released study: “The Connected Consumer: Brand Advocacy Trends from 100+ Social Campaigns.” 40.0% 50.0% 60.0%
  • 12. Why Email? Unique Channel • • • • • • • Ad automatically saved on users PC, Mobile & Tablet Advanced Targeting, accurate and cookie independent Large ad format with multiple links Highest Response Rate (avg 5% CTR vs Banners 0.08%) Easy for users to forward and share Powerful social re-marketing capabilities Multichannel options (Postal, Telephone, SMS & Display) Preferred Channel for Permission Based Promotional Messages SO “build your own permission database, it’s a sites most strategic asset”
  • 13. “Solus” emails
  • 14. Premium Australian Email Lists Survey & Rewards Entertainment Property Investing & Financial SME Business IT Retail Over 50 filters Parenting Ask your 3Di Representative for list factsheets. Students Industries
  • 15. Case Study: Email Stats Subject Line Open Rates CTR (of sent) “10 Second Survey……” 22% 9.0% "Win a winery walkabout worth $20k" 22% 8.6% "Jon, please support the ###### Winter Appeal today" 20% 8.6% "Get MORE for your health - ###### FREE ebook and health webisodes!" 20% 6.7% "BONUS – 10 extra sheets FREE" 20% 6.2% "Paying Too Much for Energy?" 22% 5.5% “Reduce up to 60% off your debt” 17% 6.0% "Win a million dollar canal front home on the Gold Coast!" 23% 5.3% “Three Day Car Sale” 15% 5.0% "Do you want to reduce tax and grow passive income?" 20% 4.7% “Claim one FREE haircare product now! Be quick!” 17% 4.5% “International Women's Day” 18% 4.5%
  • 16. TPN Performance Email Mass reach with low risk pricing Network of 100+ email list From $1.50 Cost Per Click Target by: • Gender • Age • State • Postcode Lists Sourced from • Competition Sites • Coupon Sites • Daily Deal Sites • Ecommerce Stores • Event Ticketing Sites • Reward Programs • Subscription Sites • Survey Sites
  • 17. Case Study: Finance Client • • • • Email lists used in the past Looking for new lists TPN conversion pixel installed Budget $60,000 Month Campaigns eCPA* 1 300,000 records (CPM) 100 2 10,000 clicks (CPC) 68 3 10,000 clicks (CPC) 44 Individual list eCPA varied from $5 to $1,000! *eCPA has been normalised for this case study
  • 18. What is VidMail? Vidmail marketing is a commonly used name for the streaming of dynamic content in the body of an email, to communicate a consistent, interactive message to a target market. Vidmail eliminates the need for large attachments when dealing with rich media and can be streamed direct to the user. How does it perform? Video in Email can increase click through rates by as much as 2 to 3 times. Assessing Video Email Opportunities, Forrester Research Auto play on email open, video only (no audio) Works on 88% of email clients used today. Vidmail now updated and enhanced with HTML5 support for high resolution video with audio. Works on over 35% of clients and growing
  • 19. Advanced Email Analytics “Opens”
  • 20. Case Study: Email Re-Marketing 300,000 “inactive” and “prospective” customers targeted by email address on Facebook Triples Facebook campaign conversion rate ‘Lookalikes’ used to extend campaign reach Click Through Rate (CTR) + Email Targeting 0.027% Target Audience 0.023% Conversion Rate + Email Targeting 29.1% Target Audience 10.6% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
  • 21. Data Powered Marketing Lead Generation Opportunities Cost Per Lead Co-registration
  • 22. Why Lead Gen? • Build a Database • Daily Telesales Leads Enhancements • • • • CRM Integration Auto Responder Lead Nurturing Self-Funding Partnership
  • 23. Companies Using Lead Generation • • • • • • • • • Charities Entertainment Insurance Home Loans Home Restoration ISPs Telecommunications Travel Retail & Ecommerce
  • 24. Yes/No or Multiple Choice Offer Ads • • • • • • • • Survey Sites Ecommerce Stores Event Ticketing Sites Reward Programs Subscription Sites Competition Sites Coupon Sites Daily Deal Sites
  • 25. Targeting • • • • Age Gender Location (State, Postcode, IP) Advanced Targeting* Income, Children, Home Owners…. • Re-marketing* * Advanced targeting limited to premium TPN partners, may impact volume and price
  • 26. Pre-Qualification Questions Users who click ‘Yes’ are shown a question Features limited to premium TPN partners, may impact volume and price
  • 27. Additional Information (i) (i) “info bubbles” support text, links, images & video
  • 28. Auto-Responders Dynamic coupon code based on lead source Auto-Responders can also be customised using user details like [Firstname]
  • 29. TPN Offer Path in Action
  • 30. TPN Offer Path in Action
  • 31. TPN Offer Path in Action
  • 32. TPN Offer Path in Action
  • 33. TPN Offer Path in Action
  • 34. TPN Offer Survey Integration Seamless survey integration
  • 35. How TPN Ensures Lead Quality TPN FILTERS (automatically rejects bad leads) • • • • • • • • • • Stop words (swearing) Bad email domains Country IP Address Real Name algorithm Phone format validation Postcode validation Postal Address deliverability check DNCR check Email Box Check (real-time ping) Mobile Verification (real-time ping) Leads filtered in real-time, you are only sent clean leads TPN also offers • • • • • • Advanced Targeting Pre-qualification Questions Master De-dupe lists Advanced lead formatting Automated distribution Append Geodemographics Appoint 3Di as your exclusive lead provider and let TPN manage, wash, format and distribute all your leads.
  • 36. Online Reporting *Example includes post opt-in Auto-Responder clicks
  • 37. The Lead Pyramid The Lead Law Volume Price Balanced Campaign Quality $20.00+ Volume Lower Price = Lower Quality $5.00+ Price Quality $2.00+ or Volume $1.00+ Lower Price = Lower Volume Quality $0.30+ Price
  • 38. Data Powered Marketing Publisher Factsheets
  • 39. Great Sites (Premium List) Great Sites is Australia’s and New Zealand's #1 members only online competition community offering advertisers a highly engaged Aussie & Kiwi audience. With over 400,000 registered Australian & New Zealand members, Great Sites is a leader in the collection of detailed demographic, lifestyle and purchasing data. Great Sites’ members complete online surveys, daily deals, research offers and consumer product offers. This information provides advertisers, marketers and researchers with the ability to deliver highly targeted and efficient direct-to-consumer marketing communications. All of the interactions between Great Sites, consumers, advertisers, marketers and researchers are on an opt-in, permission basis. Great Sites has offices in Australia and New Zealand. Great Sites is a digital asset owned by ASX listed Beyond International (ASX:BYI). Demographics Rate Card Gender 0% 10% 20% 60+ 46-60 32-45 25-31 16-24 30% 40% 50% 60% 70% 80% 17% 28% 30% 13% 12% 0% 5% 10% Tele Data from $290 CPM from $210 CPM from $5 per complete Lead Generation from $2 per lead 15% 20% 25% 30% 35% Set-up $400 Minimum Spend $2,500 Income More than $150,001 $100,001 - $150,000 $75,001 - $100,000 $50,001 - $75,000 $25,001 - $50,000 Less than $25,000 from $390 CPM Research 30% from $160 CPM Postal Data 70% Male Age Email (Solus) Mobile (SMS) Female 3% 10% 15% 22% 30% Great Sites Campaign Options 20% 0% 5% 10% 15% 20% 25% 30% 35% Member For New 1-3 years 3 years+ 36% 37% 28% 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: active members in 2012 Engagement • A/B Testing • Email Engagement Analytics • Auto Responder • Poll Targeted Campaign • Vid Mail (in-email video preview) • Great Video (Landing Page) Discounts • Full Database Send (discount) • Combo Campaigns (discount) Great Sites is available through
  • 40. Nine Rewards (Premium List) Demographics Rate Card Gender Email (Solus) Female Male Nine Rewards, part of the Nine Entertainment Co., manages online panels in Australia and New Zealand to promote products, acquire customers and gather insights. With over 1.4 million permission-based members across Australia and a growing panel in New Zealand, Nine Rewards has large online communities with a unique recruitment source mainly across Nine Entertainment Co. such as Ticketek, Magshop and ninemsn. Why Nine Rewards (Premium List) • • • • • Known list Over 100 targeting filters Send on specific date Exclusive audience Premium member source from $160 CPM 67% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% Set-up $400 Minimum Spend $5,000 Age 3% 55-64 Targeting Options 10% 21% 35-44 27% 25% 18-24 13% 0% 5% 10% 15% 20% 25% 30% • • • • • • • • Age/Gender/Location Education & Profession Money & Finance Transport & Automotive Technology & Communication Health & Wellbeing Shopping Behaviour Travel Site Statistics (monthly) • 20,000,000 Page Views • 1,500,000 Unique Visitors • 1,400,000 Subscribers Nine Rewards is available through
  • 41. (Premium List) Demographics Rate Card Display Newsletter Founded in 2005, Getprice is Australia’s leading online comparison shopping site and a perennial top ten e-commerce destination. Everyday they help hundreds of thousands of shoppers make brilliant buying decisions by putting information and knowledge in their hands. Getprice lists more than 2.5 million products from over 1,300 retailers nationwide and attracts more than 3 million visitor sessions each month. Getprice offers a range of advertising options aimed at the retailer or manufacturer of consumer goods. The user demographics are impressive and are made up of high value consumers with a proven propensity to transact online. 61% shop online at least once a week from $30 CPM from $50 CPM Email (Solus) from $120 CPM Set-up $400 Minimum Spend $5,000 Site Statistics (monthly) • • • • 7,950,000 Page Views 1,221,000 Unique Visitors 115,000 Newsletter Subscribers $12,500,000 facilitated sales Options • • • • • Homepage Feature Lightbox Pop-up & Pop-outs Video Ads Solus limited to retail offers available through
  • 42. (Premium List) Demographics Rate Card 68% looking to buy or sell in the next 12 months Australia's most popular property reports are published by RP Data. Everyday they draw insights from Australia's most comprehensive, up to date property data. It's what helps more banks, real estate agents and everyday people make better decisions than anyone else. offers a range of property valuation reports and is primarily used by home owners, refinancers and property investors. 68% of surveyed visitors reported that they were planning to buy or sell in the next 12 months. offers a full range of advertising options from site wide banner ads, newsletter ads, sponsored articles, sponsored property reports and even exclusive solus email opportunities. also powers the property data and reports on a number of leading Australian real estate sites and so MyRP display campaigns will also appear on co-branded Real Estate sites powered by Display from $3 CPM Report Sponsor from $150 CPM Newsletter from $150 CPM Email (Solus) from $250 CPM Set-up $400 Minimum Spend $2,500 Site Statistics (monthly) • • • • • 500,000 Page Views 90,000+ Unique Visitors 90,000 Newsletter Subscribers 25,000 Reports 74% are New Visitors Options • Sponsorship Package • Newsletter includes article • Solus limited to property offers available through
  • 43. (Premium List) Demographics Rate Card Gender Display Female Male offers individual investors an independent source for stock, managed fund, fixed income, ETFs and LICs research, in depth analysis and reports, powerful portfolio tools, financial commentary, exclusive data, and advanced analytical tools. is the one resource that really helps investors make well informed financial decisions.’s content includes investment data, research and independent analysis, Morningstar Rating and Style Boxes. New investors get started with educational articles while seasoned investors appreciate the depth of data, Online Portfolio Tracking, and Proprietary Analytical Tools. A full-time team of investment and Web experts pack the site with a growing collection of daily editorials, real-time news, feature stories, and independent data that keeps investors on top of their stock and fund investments. from $50 CPM Newsletter from $2,000 Email (Solus) from $250 CPM 13% 87% 0% 20% 40% 60% 80% 100% Age 22% 55-64 31% 19% 35-44 13% 12% 18-24 Set-up $400 Minimum Spend $2,500 3% 0% 5% 10% 15% 20% 25% 30% 35% Income Site Statistics (monthly) More than $150,001 $100,001 - $150,000 $75,001 - $100,000 $50,001 - $75,000 $25,001 - $50,000 Less than $25,000 20% 20% 19% 19% 19% 3% 0% 5% 10% 15% 20% 25% • • • • 1,200,000 Ad Impressions 67,000 Unique Visitors 100,000 Registered Members 10,000 Premium Members Options • Video Ads • Solus limited to investment offers available through
  • 44. Life Style Survey Network The Life Style Survey Network pulls together all the major and minor online surveys across Australia and New Zealand and allows an advertiser to maximise reach while still targeting very specific niche groups of consumers, all in a single booking. Example Lists Rate Card Survey responders sourced from over 100 websites, including many leading survey and reward websites Email (Solus) from $160 CPM Set-up $400 Minimum Spend $5,000 Targeting Options 3Di will take a brief often based on a Great Sites campaign and will then extend the campaign by sourcing comparable highly targeted profiles across the Life Style Survey Network. Demographics • Age • Gender • State • Postcode • Income 3Di’s campaign team will co-ordinate and project manage the HTML production, email delivery, tracking and reporting of the campaign across all the lists required to deliver the campaign. Household • Presence of Children • Presence of Pets • Home Ownership Using advanced email analytics all the elements of the email campaign are tracked and reported independently including; Interests • Wine Drinking • Gardening • + Over 50 more • • • • Opens & Engagement (time open) Clicks & Conversions Forwards & Printouts Devices & Email Clients Behaviour • Travel • Charity • Purchases • + Over 50 more The Life Style Survey Network is available through
  • 45. List Types TPN Performance Email TPN works with a large number of quality Australian and New Zealand owned or operated permission email lists including many of the regions largest and most respected email lists as well as other niche sites. Although these sites primarily offer solus email campaigns on a CPM (Cost per Thousand) basis they have agreed to run Cost Per Click email campaigns managed by TPN. CPC Solus email campaigns therefore offers free opens as you are only paying for people who click and visit your site. Email lists come from a range of consumer focused sites including; • Competition Sites • Coupon Sites • Daily Deal Sites • Ecommerce Stores • Reward Programs • Subscription Sites • Survey Sites Rate Card Email (Solus) Set-up $400 Minimum Spend $3,000 Targeting Options • • • • • Age Gender State Postcode Income (limited availability) Network Stats • 3,000,000 email records • Over 100 email lists • Lists Australian owned or operated The only restriction on TPN CPC Email are; • Specific email lists within TPNs network cannot be specified by the advertiser • Targeting is limited to age, gender, location and income • Delivery is over a period of weeks rather than a single day from $1.50 CPC Female 65% TPN Email is available through Male 35%
  • 46. Lead Categories TPN Leads (co-reg) Rate Card Category Type of lead generated Category Name + Email Only A Competitions, Promotions, Large Discounts, Free Samples. A $1.00 B $2.50 C $5.00 D n/a Category Name + Email + Phone A $2.50 B $5.00 C $10.00 D $20.00 B C The platform not only presents relevant offers on publishers sites but also utilises extensive behind the scenes capabilities to automatically clean and verify the leads quality before sending them to advertisers. TPN Leads offers advertisers a single point of lead acquisition, processing and lead distribution and, in addition to TPNs excusive publishers, can also acquire leads from all lead sources available in the market. Betting, Insurance, Investing, Loans, Credit Cards, Automotive, Utilities D TPN has developed a unique offer platform that is used by its network of exclusive publishers to present offers that visitors can opt-in to with a single mouse click. Retail, Charities, Telco, Travel, Wine, Home Loans, B2B TPN Offer Platform Features • • • • • • • • Universal De-dupe Lists Stop Lists (bad word & domain filter) Live Email Validation Live Mobile Validation (AU) Phone Format Validation Human Review of Lead Batches Live Lead Feed (Email, HTML, HTTP, API) Batch Exports (email attachment delivery) Set-up $400 Minimum Spend $2,500 Additional Data & Targeting • Age • Gender • Location (State or Postcode) Campaign Options Lead Generation Offers must include the name of the advertiser, the offer and how the person will be contacted. The user then opt-ins in or out of the offer. • Auto Responder • Offer Information Light Box • Lead Distribution System (Email) TPN Leads are available through
  • 47. Data Powered Marketing 1300 806 986 Lv 2, 181 Riley St Darlinghurst NSW Australia 2010 Contact 3Di