Ad Optimisation in
Multi-Channel Digital Advertising
Sam Fenton-Elstone
iCrossing
Head of Media

London • 10–13 February 2...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Ad Optimisation in multi-channel
digital advertisin...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Complex, marketing headache?
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Search

Premium
Display

Shopping Feeds

Biddable
M...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

By 2016 smart TV ownership will rise

From 5% to 66...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

75%
Percentage of Brits who watch TV with a second
...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

48%

Second screeners on social networks
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

10.7 hours a day with all forms of media

5.6 hours...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

“If you can't explain it to a six year
old, you don...
London | 10–13 February 2014 | #SESLON | @SESConf

Audiences are the same as they ever were…

@sjfe
@icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Tip #1
Think Audience, not channel.
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Historic ‘targeting’ focused
on identifying
loudest...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Your purchases…

Your access …

Your device…

Your ...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Display

Social

Search

Retargeting
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Display

Social

Search

Retargeting
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

There are many in-between…
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Simplfy machine

Tip #2
Simplify the machine.
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Audience

Access
London | 10–13 February 2014 | #SESLON | @SESConf

Spend > £2m
Spend > £1m

Spend < £1m

@sjfe
@icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Tip #3
Identify the signals that matter
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf

Relevant
Efficient
Actionable
Lasting

@sjfe
@icrossing_uk
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Tip #4
Is your business built to deliver this?
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Budget
Results
Data
Strategy

Head e-Com

CMO

Budg...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Brand structure with
Audience at its core
Audience
...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Typical Agency
structure
PPC

SEO

MEDIA

CREATIVE
...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Typical Agency
structure
PPC

SEO

MEDIA

PPCVISIBI...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Think Audiences not channels
Unify buying platforms...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Audience engagement across multiple
customer moment...
London | 10–13 February 2014 | #SESLON | @SESConf
@sjfe
@icrossing_uk

Thank you.
@sjfe
@icrossing_uk
01273 827 700
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Audience engagement across multiple customer moments - SES 2014

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Four top tips to harness audience data:

-Think audiences not channels
-Unify buying platforms
-Keep it REAL
-Take advantage of the opportunities

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Audience engagement across multiple customer moments - SES 2014

  1. 1. Ad Optimisation in Multi-Channel Digital Advertising Sam Fenton-Elstone iCrossing Head of Media London • 10–13 February 2014 • #SESLON @SESConf
  2. 2. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Ad Optimisation in multi-channel digital advertising
  3. 3. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Complex, marketing headache?
  4. 4. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Search Premium Display Shopping Feeds Biddable Media In Game Re-targeting In App Bought Social
  5. 5. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk By 2016 smart TV ownership will rise From 5% to 66% MediaTel, February 2013
  6. 6. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk 75% Percentage of Brits who watch TV with a second device (smartphone & tablet) in hand BSkyB & YouGov research, cited: http://www.guardian.co.uk/technology/appsblog/2012/oct/29/social-tv-second-screenresearch
  7. 7. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk 48% Second screeners on social networks
  8. 8. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk 10.7 hours a day with all forms of media 5.6 hours on digital http://www.globalwebindex.net/online-time-now-exceeds-offline-media-consumption-globally/
  9. 9. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk “If you can't explain it to a six year old, you don't understand it yourself.” – Albert Einstein
  10. 10. London | 10–13 February 2014 | #SESLON | @SESConf Audiences are the same as they ever were… @sjfe @icrossing_uk
  11. 11. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Tip #1 Think Audience, not channel.
  12. 12. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Historic ‘targeting’ focused on identifying loudest signal of implied intent Context Where the message is seen Demographic signifiers What can be inferred about the audience based on the context
  13. 13. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Your purchases… Your access … Your device… Your likes… Intent signals are multiplying & becoming readable… Your sign ups… Your network… Your location… Your browsing… 1 3
  14. 14. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk
  15. 15. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Display Social Search Retargeting
  16. 16. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Display Social Search Retargeting
  17. 17. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk There are many in-between…
  18. 18. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Simplfy machine Tip #2 Simplify the machine.
  19. 19. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Audience Access
  20. 20. London | 10–13 February 2014 | #SESLON | @SESConf Spend > £2m Spend > £1m Spend < £1m @sjfe @icrossing_uk
  21. 21. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Tip #3 Identify the signals that matter
  22. 22. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk
  23. 23. London | 10–13 February 2014 | #SESLON | @SESConf Relevant Efficient Actionable Lasting @sjfe @icrossing_uk
  24. 24. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Tip #4 Is your business built to deliver this?
  25. 25. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Budget Results Data Strategy Head e-Com CMO Budget Results Data Strategy Head Marketing SEO Manager Paid Search Manager Brand Manager Digital Marketing Manager Affiliate Manager Email Manager Display Manager Social Media Manager
  26. 26. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Brand structure with Audience at its core Audience Analysis Audience Engagement Marketing Brand Amplification Audience Acquisition
  27. 27. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Typical Agency structure PPC SEO MEDIA CREATIVE INSIGHT
  28. 28. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Typical Agency structure PPC SEO MEDIA PPCVISIBILITY & AMPLIFICATION SEO SEO, PPC, MEDIA, SOCIAL, CRM INSIGHT AUDIENCE ANALYTICS CREATIVE INSIGHT CREATIVE CONTENT, COMMUNITY, ART & DESIGN
  29. 29. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Think Audiences not channels Unify buying platforms Keep it REAL Take advantage of the opportunities
  30. 30. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Audience engagement across multiple customer moments
  31. 31. London | 10–13 February 2014 | #SESLON | @SESConf @sjfe @icrossing_uk Thank you. @sjfe @icrossing_uk 01273 827 700
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