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...
Proprietary & confidential 2013TREND 1: More data means more relevance50:50 M:F18-25MusicSocial
Proprietary & confidential 2013TREND 1: More data means more relevanceScienceComputersMotorbikesHoliday/campingSt AlbansEn...
Proprietary & confidential 2013Data comes of age42000Basicpost-actionoptimisationClicks, conversions,frequencyday part2008...
Proprietary & confidential 2013It’s not that simple anymore5
Proprietary & confidential 2013TREND 2: Personalisation6
Proprietary & confidential 2013xRight message, right personRight response messageDynamic advertising• Build ad content in ...
Proprietary & confidential 2013TREND 3: Attribution – not just about last clickAwarenessBranding StrategiesKPI: Brand Lift...
Proprietary & confidential 2013TREND 3: Attribution – not just about last clickProfile & engage targetaudience with impact...
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...
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...
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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.

Published in: Technology, Business
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  • 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.
  • Paul Goad, Crimtan about trends in digital marketing on Digital 2013 conference in Riga, April 17th

    1. 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 EDigital Advertising ServicesMarket Trends
    2. 2. Proprietary & confidential 2013TREND 1: More data means more relevance50:50 M:F18-25MusicSocial
    3. 3. Proprietary & confidential 2013TREND 1: More data means more relevanceScienceComputersMotorbikesHoliday/campingSt AlbansEnglishFootballGamingDVDsHoliday/SpainApple productsLeicesterCzechFashionCredit card/LoansCookingLondonEnglishHealthy FoodCharityGyms /ClubsCar insuranceExeterEnglish
    4. 4. Proprietary & confidential 2013Data comes of age42000Basicpost-actionoptimisationClicks, conversions,frequencyday part2008Datamanagementand deliveryAudience profilingLookalike audienceextension2012Targeting,optimisation, RTBInterest, intent,contextual category,demographicgeographic
    5. 5. Proprietary & confidential 2013It’s not that simple anymore5
    6. 6. Proprietary & confidential 2013TREND 2: Personalisation6
    7. 7. Proprietary & confidential 2013xRight message, right personRight response messageDynamic advertising• Build ad content in real time basedon user actions on the site• Personalised text and images arerelevant and drive response at thepoint of purchase.7Right branding messageEngaging advertising• Deliver ads relevant to person’sinterests means user moreresponsive to message• Impactful, rich-media creativeencourages brand recall andinteraction at top of thepurchase funnel.
    8. 8. Proprietary & confidential 2013TREND 3: Attribution – not just about last clickAwarenessBranding StrategiesKPI: Brand Lift/EngagementsPoint ofPurchaseRetargetingStrategiesKPI: CPAConsiderationPerformanceStrategiesKPI: 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. 9. Proprietary & confidential 2013TREND 3: Attribution – not just about last clickProfile & engage targetaudience with impact creativeRaise awareness withexpandable banners,rich-media, high viewabilityUse lookalike optimisationtechnologyProspect for new in-marketcustomers and drive them toyour siteRetarget site visitors whodon’t purchaseUse dynamic creative tore-message site visitors withrelevant products and offersAwarenessBranding StrategiesKPI: Brand Lift/EngagementsPoint ofPurchaseRetargetingStrategiesKPI: CPAConsiderationPerformanceStrategiesKPI: New users
    10. 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 EDigital Advertising ServicesRelevantResponsiveReal time
    11. 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 EDigital Advertising ServicesThank you

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