Audience Analytics: Why Brands Shouldn’t Make A Media Decision Without It!
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As more marketers are shifting their spend from traditional to digital channels such as online advertising and social media, many do not have a holistic view of who they are reaching and how their campaigns are performing across all marketing channels. This can lead to an inability to maximize spend and increase ROI. In light of this, PointRoll has taken the next step in reporting innovation by launching enhanced audience analytics within PointRoll’s campaign management and analytics platform, OnPoint. Marketers can now access audience analytics to easily identify the right audience and then target them to serve relevant, consistent and creative ads across multiple digital channels. During this 30 minute webinar, PointRoll's Director of Product Management, George Thomas, and Aggregate Knowledge's Chief Strategy Officer, Pascal Bensoussan, will illustrate why brands shouldn’t make a media decision without audience analytics and how this new integration will help you: • Quickly adjust campaigns and media buys for improved performance and reach • Discover best performing audiences and attributes to drive reach, clicks and conversions • Understand site visitors to inform content systems and target best performing users • Harness the power of big data by connecting your media and data investments in a single platform • Connect your conversions back to all your marketing initiatives, across all digital channels and mediums • Leverage pre-integrations and existing investments to quickly get started and start seeing value • Combine audience analytics with PointRoll’s overall advanced targeting and dynamic creative optimization engine for maximum results • And more!
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Audience Analytics: Why Brands Shouldn’t Make A Media Decision Without It!
- 1. AUDIENCE ANALYTICS 1
- 2. IN THIS 30 MINUTE WEBINAR WE’LL COVER HOW YOU CAN: • • • • • • • 22
- 3. • ASK QUESTIONS • FOLLOW @POINTROLL • TWEET ALONG #AUDIENCEINTEL 33
- 4. WHO WE ARE 4
- 5. “72% of consumers want an integrated marketing approach consistent across mobile, social, TV…” MyBuys July 2011 55
- 6. AUDIENCE AUDIENCE IS KEY TO SUCCESSFUL DIGITAL MARKETING SMARTER, MORE EFFECTIVE ADVERTISING IDENTIFY THE RIGHT AUDIENCES FIND MORE OF THEM DEDUPLICATED REACH, TRUE FREQUENCY PLACEMENT/ CREATIVE/ DEVICE MESSAGE 66
- 7. Industry’s best creative formats & Most advanced dynamic creative functionality spanning display, in-stream optimization &versioning video, rich media, tablet, mobile & more Deliver, measure & optimize across Increased efficiency, time-saving creative multiple consumer touch points – all under production, trafficking & campaign one roof management Deliver more creative, consumer-aware & Close the conversion loop, measure online & actionable advertising – at scale offline connections Reach & targeting, personalize consumer Industry’s most talented & experienced teams experiences focused on solving challenges & adding value Easily quantify the value of data & ad First to market & emerging technology intelligence to drive success innovators MORE EFFECTIVE DIGITAL MARKETING 7
- 8. Reporting Across Audience and All Channels/Placements CAMPAIGN ASSET CREATIVE DEMO AUDIENCE Ad Serving MANAGEMENT MANAGEMENT BUILDING ENVIRONMENT Analytics MANAGEMENT 58% of marketers report that their ability to measure effectiveness across channels is a significant challenge they face. IBM 2012 CMO Study 88
- 9. NEXT GENERATION PLATFORM Right Message/Creative Audience Identification Manage & Measure Serve to the Right De-duplicate Reach Publisher, Placement, Device Control Timing/Frequency Optimize against Actions, Engagement 99
- 10. • Quick top line view of performance and delivery, trends • Export graphs via PNG for placement in PPT, Word, Prezi, Email, etc. • Access analytics & present from a tablet • Save graphs at any available metric or aggregation level; tied to user login 10 10
- 11. POINTROLL METRICS & BENCHMARK DATA 11
- 12. A WORLD WITHOUT AUDIENCE ANALYTICS 12
- 13. “… 41%, named the growth of marketing channels and devices as the top challenge to their company over the next few years” – eMarketer, “Marketers Challenged to Keep Pace with Mobile Social” July 5, 2012. 13 13
- 14. WHAT DO MARKETERS GET TODAY? Website Search Display Email Social Direct Mail Mobile Call Center Rich Media POS Connected TV No holistic view across all marketing channels… …leads to inability to maximize the media mix 14
- 15. ~80% OF PEOPLE ARE USING MORE THAN ONE CHANNEL TO MAKE PURCHASE DECISIONS Source: Cross-Channel Commerce: A Consumer Research Study, Oracle, Jan 2011 15 15
- 16. AUDIENCE ANALYTICS TODAY 16
- 17. WHAT IS NEEDED TO MAKE IT REALITY? Unifying Media and Data Across Channels Email Display Social Direct Mail Transparency & Control are Key Mobile 1. Data Management (DMP) Call Center Rich Media 2. Predictive Analytics POS 3. Multi-Touch Attribution Connected TV Media Intelligence Email Website Search Display Social Mobile Rich Media Connected TV 17 17
- 18. Connect Audience to Action Maximize Conversions/Return Minimize Waste Predictive Analytics and Actionable Insights • Identify best & worst performing publishers, placements, & creatives • De-duplicated view across all media • Predict performance with data overlays • Create & target high-performing audiences • Increase the performance of your audiences & publishers • Measure the value of your data • Understand & better monetize your consumers • Connect the right creative with the right audience 18 18
- 19. AUDIENCE ANALYTICS FUTURE 19
- 20. KNOW YOUR AUDIENCE Leverage cookie-based data to: • Develop accurate audience profiles • Optimize campaigns • Validate audience reach Industry best practices: • Move beyond sample size and statistics • Measure systematically on every impression, in real-time • Create campaigns on real data, actual clicks and conversions Trends: • Leverage CRM and website data • Measure the impact of social media • Push sponsored stories and personalized branded content • Extend tactics with 3rd party data and relevant messages 20
- 22. PINPOINT EXACTLY WHERE TO INVEST Did you know? • Overlap visibility shows 26% waste in your media spend • Realize 282% ROI by reinvesting to drive incremental sales 22
- 23. Get Cross Channel Insights on duplication Compare campaigns, Conversions peak overall as including Facebook, retargeting volumes dip, showing relative to other oversaturation in retargeting campaigns Easily see the impact of a single marketing tactic against another one Identify overlap in campaigns across channels Capitalize on exclusive reach and increase in uniques for audience targeting Identify which channels are driving the most reach, clicks or sales 23 23
- 24. Leverage trends in Social channels Large total reach at 43% below avg cost/user High conversion plus… Largest gain in exclusive conversions with MTA …Low CPA = better ROI 24 24
- 25. KEY ‘TAKE AWAYS’ FROM TODAY 25
- 26. AUDIENCE INTELLIGENCE PLATFORM DIFFERENTIATORS Pinpoint exactly where to invest to generate more sales Harness the power of big data by connecting your media and data investments in a single platform Cross-channel insights in a single view Connect your conversions back to all your marketing initiatives, across all digital channels and mediums Leverage trends in social channels like Facebook, Pinterest, etc. Directly connect with fans for extended reach and targeting 26 26
- 27. Q&A 27
Editor's Notes
- As we discussed initially, consumers are performing a number of activities across devices in a given minute. It’s important for your brand to be everywhere, and to break through the clutter with more engaging, relevant and action-inspiring formats and creative. In-Stream Video (if specifically selling video in, add the video materials from the wiki sales kit 2012)offer several in-stream video formats from standard pre-roll to interactive in stream and even a rich media display ad experience that functions as an in-stream page takeover and can run across thousands of sites.We can support all the latest formats in optimal quality including HD without any manual process, as well as all formats including: Flash Video Player: .flv .mp4 Html 5 Video Player: .m3u8 .mp4 .ogv .webm .3pg (mobile) Other: .wmv .ins We also offer dynamic in-stream to easily create localized videos that are managed automatically. We’re also currently working on a self service video swapping tool for release in Q2. Out of HomeTouch on ability to deliver to any digital touch points including out of home billboards, in store kiosks and Gas station TV to name a fewDynamic Ads (additional DCO slides, one sheeter and videos will be provided in February; current additional materials here https://wiki.pointroll.com/display/PRSI/Dynamic+Ad+Generation+Sales+Materials)Easily set up dynamic campaigns that marry the right message, with the right audience at the right time. With a flexible platform and the ability to utilize first and third party data or ad performance data easily deliver more relevant and action-inspiring creative experiences that deliver results. PointRoll has the most intelligent and easy to use system to ensure turnaround times are minimal to get a new dynamic campaign up and running, and providing resultsMake changes to creative copy elements like local offers, messages, and more and preview the data before going live.We can also auto optimize based on ad performance or creative versioning to find the strongest, smartest ad for each individual audience segment.And, we provide reporting to illustrate what’s working with both your audience segments and the ads themselves across creative, placement, demo, and much more.we’re also working on a dynamic API that can make your dynamic campaigns consumed anywhere from your website to Facebook (Roadmap – Q2) Display/Rich Mediaformats – rich and non rich, IAB rising starsfeatures – polling, gaming, in banner video, dynamic, multiple videos, gaming, menus, store locators, product feeds, etc. mention what would be relevant to the clientPublisher spec repository (adserving specs available for 3000+ publishers in our system)Delivery capabilities based on: geo targeting, rotation, frequency capping, sequencing, control groups, browser targeting (browser certification – with recent browser updates for chrome, Firefox, etc.), retargeting3rd party trackingcontainer tagssite event attributiondelivery threshold monitoring and alertsCurrently finalizing a digital asset management library that will be available in Q212 with full client historical data (clients ids are unique in our system and never duplicated – only clients have access to all data which enables them to see historic performance and assets) most extensive benchmarking – comprehensive performance benchmarks by vertical to gauge success of ongoing campaigns compliance (MRC, IES, NAI, VAST, VPAID, MRAID - in progress)mediaocean (donovan/mediabank) integration in progress to tie in your media toolsDisplay ad icon links to Tumblr Killer Creative showcase (http://prkillercreative.tumblr.com/)Mobile (grab additional slides on mobile from the wiki sales kit 2012)We’re able to deliver basic and rich mobile executions as well as text and PC to mobile; we can run on android, blackberry and idevices and work with most mobile ad networks. We can also convert your display and rich media assets into HTML5.WebTVWe’re constantly innovating and testing across connected TV as well as gaming devices and would love to partner with you to explore this new frontier; we’ve successfully tested with many providers. Click on the image on the link to launch this video http://speed.pointroll.com/PointRoll/Media/Asset/PointRollPasternack/82360/AIR_TV.mp4
- Let's talk specifically about audience – it’s at the top for a reason and is key to successful digital marketing.Identifying the right audiences, finding more of them and ensuring unduplicated reach and true frequency is difficult. let’s talk about how difficult:[ASK audience member!] NAME, How many devices do you work on – computer at home? At the office? A tablet/iPad? Smartphone? How many browsers do you use? [do math in head – if you have 2 computers and work on 2 browsers, that’s 4 different instances that I am reaching you with a unique cookie – if as a market, I am only trying to reach you once, those additional 3 impressions are wasted]But it gets even more inefficient than that…. Do you buy ad networks/does your media team buy across ad networks? ****ask the guidepost questions on the next hidden slide while on this slide – over time you can delete this as it is a guide for the right questions to ask****
- DON’T read all service points; let audience take it in and ask key questions i.e.Do you have creative development capabilities/creative agencyWhat are your biggest service challenges/what makes your life easier?What are measuring success on currently? Click?Do you ever require additional development resources?- etc. etc. etc. as appropriate to your client – you know them best! :)
- Over the coming months we will continue to enhance OnPoint, migrating all of our technology and tools into this single platform. We launched with two exciting new enhancements – the advanced ad analytics dashboard and enhanced dynamic creative optimization – and will continue to release enhancements over the coming months. This platform is robust, yet simple – combining ad serving and analytics enabling you to create, deliver and measure more effective display advertising across any digital placement, channel or device. [click to build] this includes end to end campaign and asset management, creative builds, easy to use demoing tools, QA, placement set up and tracking and delivery and audience management – all from a one stop shop. Campaign Management:Ingest a client's campaign and placement detailsCreate & send tags to publishersOpen API for 3rd party integrations that can reduce the need for duplicate work between 3rd party campaign management systems and OnPoint Asset management:Allow clients to upload and manage assets across campaigns and creatives (assets include images and videos)Manage asset metadata for ease of use and searching Creative Building:Ability to create static, dynamic or interactive formats (GIF/JPG, rich media, video and mobile)Creative optimization to deliver the right message to the right audience OnPoint’s creative capabilities spans all levels with templated creative capabilities for beginners and customizable advanced creative for seasoned designers and developers Demo Environment:Create and send simple demo units on PointRoll template pagesCreate and send any ad format on a customized publisher page to emulate the true ad experience Audience Management:Optimize your media plan by seeing how much overlap you have across publishers and how effective your media isSee 3rd party audience segment performance in real time and build your custom audience segment based on past performanceEasily identify and target high performing audiences via more granular insights
- The technology beyond the audience and creative we’ve just walked through -- OnPoint. OnPoint is our next generation audience intelligence and ad serving platform. [CLICK] Our first of its kind platform let’s you/media teams easily identify and target the right audiences (While ensuring they aren’t duplicating reach and controlling frequency so as not to overwhelm their consumers)[Click]Seamlessly connect that audience intelligence with relevant, action inspiring creativeAnd deliver and measure that connection across any publisher, placement or device The result: smarter, audience-aware digital campaigns that decrease waste, turnaround times and increase ROI while creating a positive user experience – all from a single one stop shop.[click to next slide]
- IF NOT COVERING DCO IN YOUR MEETING:Let’s take a look at our new ad analytics dashboard [demo analytics in the interface– Log in with your AdPortal credentials to http://onpt.pointroll.com][***do not demo with creative agencies, etc. unless requested – focus on the formats and showcases***IF COVERING DCO IN YOUR MEETING:As mentioned, our first release of OnPoint also features advanced Dynamic Creative Optimization Capabilities [click to next slide]
- AJuly 2011 MyBuys study indicated that 72% of consumers want an integrated marketing approach consistent across media channels
- In a 2011 Oracle study, close to 80% of respondents mentioned using more than one channel to make purchase decisions.
- To summarize – PointRoll's audience analytics bridges the gap between audience (click) data and action – you can (click to build slide with each bullet as you speak the below)Find the right audiencesFind more of them across digital touch pointsEnsure unduplicated reachWhen you reach them, engage Deliver the right message and creative experienceLearning from, measuring & optimizing current and future campaignsFor maximum ROI and minimal wasteAnd the benefits are many as we just reviewed in the demo.