APPLYING THE CROSS CHANNEL APPROACH
IN DIGITAL ADVERTISING
Maruša Flerin

Chief Marketing Officer
Webit 2013
HOW ADS ARE NORMALLY
DELIVERED

HOW CUSTOMERS
USE DIGITAL MEDIA
using multiple channels, while
continuously switching amon...
PURCHASE OF TRAVEL SERVICES CONSISTS OF
MULTIPLE STEPS, ACROSS MULTIPLE DEVICES.

63%

of total revenues in
the UK comes f...
CHANNELS EMPLOYED FOR CREATING FIRST INTERACTION
WITH POTENTIAL CUSTOMER
Creating awareness, consideration & stimulating p...
CHANNELS EMPLOYED TO INFLUENCE PURCHASE DECISION
SEARCH ENGINE
MARKETING
1. BROWSE PHASE: generic search terms
2. RESEARCH...
STEP 1

STEP 2

STEP 3

Channels normally not attributed to final conversion in
standard campaign management.

POST
PURCHA...
CROSS CHANNEL ADVERTISING
AND JOURNEY TO PURCHASE
Channel roles are defined by customers behavior along the journey to pur...
MANAGING CROSS CHANNEL ADVERTISING CAMPAIGN
1
PRELIMINARY
PHASE

1.
2.
3.

Predict roles of channels in journey to purchas...
OVERVIEW OF THE CROSS CHANNEL APPROACH

OPPORTUNITY CREATED
BY FRAGMENTED MEDIA
CONSUMPTION
•

•

Customers are using
mult...
Maruša Flerin
Chief Marketing Officer
E: flerin@httpool.com
W: www.httpool.com
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Applying the cross channel approach by Marusa Flerin

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Optimizing individual channels is just the starting point. The true value lies in understanding attribution of individual channel and synergies among them.

Internet represents a chain of touch points with the potential customer. They come in many forms and across multiple devices. While following the internet user from online research to online purchase with the exactly appropriate messaging to its browsing behavior might seem challenging, it represents a complete change in how we can execute advertising campaigns.

The presentation held at Webit 2013, shows an example and benefits of advertising across channels, that enables reaching the potential customer on multiple occassions within his journey to purchase.

Maruša is a Chief Marketing Officer at Httpool, cross channel ad network covering most of the CEE, with presence in Asia and focus on international markets outside US and WE.

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Applying the cross channel approach by Marusa Flerin

  1. 1. APPLYING THE CROSS CHANNEL APPROACH IN DIGITAL ADVERTISING Maruša Flerin Chief Marketing Officer Webit 2013
  2. 2. HOW ADS ARE NORMALLY DELIVERED HOW CUSTOMERS USE DIGITAL MEDIA using multiple channels, while continuously switching among them MOBILE E-MAIL SEM SOCIAL VIDEO DISPLAY across one or more channels, managed individually VS 2
  3. 3. PURCHASE OF TRAVEL SERVICES CONSISTS OF MULTIPLE STEPS, ACROSS MULTIPLE DEVICES. 63% of total revenues in the UK comes from purchases made in MORE THAN ONE STEP. 89% of travelers begin their activities on one device and CONTINUE ON ANOTHER. CROSS-CHANNEL & CROSS DEVICE advertising approach is essential. Source: Chart 1 Google Think Insights. Base: Google Analytics accountc for U.K. in travel. N = 78M conversions (8.3K profiles). Q4 2012; Chart 2: Google and Ipsos MediaCT, Google Multi-Screen Travel, June 2013. 3
  4. 4. CHANNELS EMPLOYED FOR CREATING FIRST INTERACTION WITH POTENTIAL CUSTOMER Creating awareness, consideration & stimulating purchase intent DISPLAY VIDEO 95% of US media agencies use online video for awareness*. ENGAGEMENT SOCIAL Interactions within ads for longer brand engagement. *Source: eMarketer, Video Advertising Beyond top of funnel, October 13, 2013. 4
  5. 5. CHANNELS EMPLOYED TO INFLUENCE PURCHASE DECISION SEARCH ENGINE MARKETING 1. BROWSE PHASE: generic search terms 2. RESEARCH PHASE: (substitute) product search terms RE-TARGETING 3. BUY PHASE: brand and offer related search terms Austrian Airlines Flight ticket Great weekend getaway in Europe 5
  6. 6. STEP 1 STEP 2 STEP 3 Channels normally not attributed to final conversion in standard campaign management. POST PURCHASE ANALYSIS STEP 4 Channel as last interaction. STEP 5 Thank you for your purchase. Steps to purchase vary per customer, product, market and other factors. Illustrated path to purchase is solely an example. 6
  7. 7. CROSS CHANNEL ADVERTISING AND JOURNEY TO PURCHASE Channel roles are defined by customers behavior along the journey to purchase. THE PATH TO PURCHASE (UK, TRAVEL) Engagement Video Referral Display Email Social SEM Re-targeting Organic search Direct Awareness, Consideration & Intent Decision ASSISTANT LAST INTERACTION Source: Positions of channels and the model is adapted from Google Think Insights. Base: Google Analytics accountc for U.K. in travel. N = 78M conversions (8.3K profiles). Q4 2012. Video, Engagement and Re-targeting channels have been added in the model based on estimated positions. 7
  8. 8. MANAGING CROSS CHANNEL ADVERTISING CAMPAIGN 1 PRELIMINARY PHASE 1. 2. 3. Predict roles of channels in journey to purchase. Employ multiple channels. Create ad permutations. 1. 2. 2 CAMPAIGN IN PROGRESS 3. 4. 5. 6. Measure viewable impressions. Analyze performance of individual channel based on channel-specific KPI. Analyze attribution to final conversion. Use automatic rules for optimization. Re-allocate budgets among channels. Adapt creatives. 3 POST-ANALYSIS 1. 2. In-depth performance analysis. Understand customers journey to purchase. 8
  9. 9. OVERVIEW OF THE CROSS CHANNEL APPROACH OPPORTUNITY CREATED BY FRAGMENTED MEDIA CONSUMPTION • • Customers are using multiple channels and multiple devices along the journey to purchase. EXECUTION ENABLED BY ADVANCED TOOLS • • Providing access to multiple channels and devices from one point; empowering advanced multichannel optimization. ENABLES ADVERTISERS TO INCREASE ROI • • • Takes advantage of synergies among channels, impacts the whole journey to purchase and lowers cost per conversion. 9
  10. 10. Maruša Flerin Chief Marketing Officer E: flerin@httpool.com W: www.httpool.com

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