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Sammy Austin, Performance Media Manager, moneysupermarket.com ad:tech London 2013 Real Time Summit presentation on optimising RTB in a brand environment.

Sammy Austin, Performance Media Manager, moneysupermarket.com ad:tech London 2013 Real Time Summit presentation on optimising RTB in a brand environment.

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    Optimising your rtb infrastructure   sammy austin - follow up Optimising your rtb infrastructure sammy austin - follow up Presentation Transcript

    • Optimising your RTB Infrastructure Sammy Austin Performance Media Manager – RTB MoneySuperMarket.com
    • 2 • Background & Performance Media at MSM • Strategic Challenges • The Solution • MoneySuperMarket.com Approach • Insights & Results • Key Challenges • Key Takeaways • MoneySuperMarket.com Group Display Opportunities • Q&A Agenda
    • 3 • One of the UKs largest PCWs • PLC with £200m+ annual revenue • Top 5 Google UK finance advertiser • Paid Search spend of £40m+ MoneySuperMarket.com
    • 4 Performance Media Specialists Insurance Performance Media Manager Performance Media Associate • Narrow product focus, wide media remit • PPC backgrounds • Staff development and retention leverage
    • 5 • Focus on demand fulfilment and (repeat) acquisition • Over reliance on search engine marketing • Final click attribution model • Disconnect between data and digital marketing • No ad tech beyond PPC bid management Strategic Challenges
    • 6 The Solution: RTB RTB spending in the U.S will increase by 73.9% over last year IDC projects spending in the UK to grow at a compound annual growth rate of 54% through 2016 CONTROL TRANSPARENCY INSIGHT SCALE TARGETING HOLISTIC APPROACH
    • 7 The Solution: Interoperable RTB Technology - Behavioural - Demographic (via quotes) - Customer (CRM) - Search - Cross channel attribution - Media mix optimisation A+ A+ Demand Sell A+
    • 8 The Solution: Driven by Customer Data Team of 20+ data scientists: • Buyer profiles (prospecting/data buys) • Propensity models (cross sell) 1st party 3rd party Behavioural Demographic CRM Search
    • 9 Approach To Testing: Strategy Retargeting Cross Sell Prospecting Cross Sell DR Brand Motor Insurance, Home Insurance Home Insurance via Motor propensity modelling Travel Insurance from TSM behavioural data Standard conversion drop out CRM Motor Renewals
    • 10 Approach to Testing: Attribution SEO click to site Email click Generic PPC Click DTS Visit & Click Out 100% conversion value 0% conversion value 0% conversion value 0% conversion value Provider sale & revenue LastClick SEO click to site Email click Generic PPC Click DTS Visit & Click Out 28% conversion value 24% conversion value 16% conversion value 32% conversion value Provider sale & revenue Fullattribution Brand: awareness, consideration, recall Direct response: attributed revenue, gross profit, CPA SEO click to site Email click Generic PPC Click DTS Visit & Click Out 100% conversion value 0% conversion value 0% conversion value 0% conversion value Provider sale & revenue LastClick
    • 11 Approach To Testing: Media Private Market Places
    • 12 Approach To Testing: Data First Party Behavioural CRM Propensity modelling Second Party Search (Keyword) Third Party Audience Contextual Viewability Brand Safety
    • 13 Approach to Testing: Formats/Messaging
    • 14 Challenges So Far • Adometry roll out and data consistency • IT resource and support • Education • Multiple providers to test: • PMPs • Data • Brand Safety • Viewability • Data access • Lack of UK 3rd Party Data • Look-a-like and propensity modelling takes time and resource
    • 15 Key Takeaways / Recommendations Ensure a solid foundation: people, technology, data all equally important Measure success with the correct KPIs and do not rely on last click attribution Lean on tech platforms and partners to activate your first party data Give ownership of the data analysis to the right people Optimise & test constantly 1. 2. 3. 4. 5. • Ensure a solid foundation: people, technology, data all equally important • Measure success with the correct KPIs • Optimise & test constantly
    • MoneySuperMarket.com Group Display Opportunities Sammy.Austin@MoneySuperMarket.com
    • 17 • One of the UK’s leading providers of money saving and personal finance services • Our objective is to help every household make the most of their money • In 2012 we saved British households £1 billion. • We hold over 14 million individual customer records • Over 12 million unique visitors every month • Across MoneySupermarket.com and TravelSupermarket.com we can serve over 45 million impressions each month in a range of formats • Combined with our ability to target audiences based on their demographic and/or behavioural profile we can offer a powerful media platform MoneySuperMarket.com Group - PMP Demographic ROS Channel Intenders
    • 18 YOURADHERE • Online digital display tool • Completely managed solution • Optimal targeting and ad placement • Impressions delivered to bespoke audiences at scale Audience +
    • Q&A Sammy.Austin@MoneySuperMarket.com