Harnessing digital 2012 telco

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  • So what is our category of campaign management?Campaign management lets agencies and advertiser deliver effective campaigns throughout their lifecycleFrom designing the ad creative, planning and trafficking the media, to delivery of ads, all the way thru monitoring and analysis of the result dataIn order to enable and enhance these processes, we deliver the following benefits:We enable multiple ad formats and media channels from a central pointWe offer rich media and relevancy capabilities that maxmize consumer engagement…….The result – broad adoption…
  • The main complexities faced by an Agency or Advertiser when it comes to migration of budgets are:- Fragmentation of their target audience across destinations and platforms Challenging engagement due to different consumer behavior Difficulty and consistency in measuring success and improving results
  • How does MediaMind help?MediaMind: Is an end-to-end digital campaign management platform Enables Agencies and Advertisers to: > Reach out to their audiences across all digital media opportunities more efficiently > Engage with their audiences with more impactful and relevant messages > Consistently measure success and optimize results (on a campaign basis)
  • Goals Encourage consumers to subscribeand pre-register for the service before its official commercial launch Key medium for driving traffic to the Yes homepage for pre-registration
  • With many clients still fixated on CTR which is pretty low 0.1% , they overlook in entirety how their digital campaign is performing. Clicks are a small indicator of how much a user has retained. With online advertising having an edge which is engagement – we should exploit it to optimize upcoming campaigns focusing on what their audience really wants to know about their brand. A previous study by Eyeblaster Research has already shown that today’s consumers are 24x more likely to interact with an ad than click on it, and those that choose to do so engage with ads on average for around 43 seconds.
  • What sort of conversion are they looking for? and by conversions I do not mean sales – a conversion could be data capture, it could be brand engagement or it could simply mean product awareness.With the right foundation, mapping out creative concepts and strategies will be clearer.
  • Goal : Get audience to understand what role technology plays in an ad campaign.In most campaigns to one synergistic element is the brand message. This represents the sticky factor that makes consumers go “I’ve seen that” and then understand it better. We are asking to you to think about adding another layer of synergy between your marketing efforts to help lift all boats. By linking data and capabilities in your separate efforts, you can better support your customers marketing experience.
  • <Click>The See>Click>Buy model of the consumer’s path to conversion has one fatal flaw. It isn’t true.The consumer, free to choose their own path along the way to conversion may choose any number to steps before buying.<Click>After Seeing, they may choose to Research, Click or Interact before buying.<Click>In actuality, the consumer’s path usually contains any or all of these steps, in any order.The only way to ensure that the consumer is receiving your Brand Message,
  • Historically the number of visitors a website received was used as the success metric of a marketing campaign
  • However, a marketing campaign is fairly useless if it generates many visitors who do not perform the desired actionsA conversion occurs when a visitor changes from a looker into a buyer by taking an action or behaviour you consider valuableThis action or behaviour might be a page view, signup, lead or purchase
  • Sites / Affiliates – Search / Display – Last entry in path (impression / click)Give Precedence to clicks over impressions Last Click in the path (disregard Impressions)
  • Let’s take a minute and discuss why an Agency would need 1 tracking system<CLICK>As the consumer travels along their path to conversion they encounter any number of Search and Display ads. <CLICK>However, with Search and Display managed separately, each channel requires its own tag, <CLICK>both tags then report the conversion to their respective channel.The result? 1 Conversion, Counted Twice.<CLICK>With Eyeblaster’s universal conversion tag,<CLICK>the conversion is reported only to the last channel visited prior to conversion.<CLICK>The more accurate your data, the more powerful your decision making.
  • MediaMind Gives you de duplicated cross channel data that you pull from one system, not 2 or 3 or even 4 and work in excel for a week to get to where its useful. All your campaigns working hand in hand as opposed to or arguing who gets credit for what… building a brand experience. When your campaigns in market do they benefit from other campaigns, placements, channels, etc? MediaMind has the answer
  • If we are really going to understand how to make compelling creative that actually drives results, we need to get inside the consumers mindset. So much has happened in the last 10-15 years of online advertising – social networks did not exist back then – so how does modern consumer behaviour effect the way we need to adapt advertising? What does the data reveal to us, and how can we best take advantage of this?
  • A conversion is a desired action taken by a web user that provides some quantifiable gain to the marketer.Conversion Types: sign up for newsletter, create new account, download PDF whitepaper, register for membership, online purchase
  • Stock vector File #: 11812827
  • Mass messaging as a concept is about finding one common proposition to get people form all different shapes, places, to relate to your brand or product As a strategy this doesn’t exactly apply to the digital world. Because your success depends on getting your audience to engage with your message more that in other media. Core issues Mass messaging doesn’t always equal mass relevancyMass messaging doesn’t make the audience feel specialBut we do it because we didn’t have an easy way to separate out the message to so many different audiences and still keep our abilities to scale
  • Stock vector File #: 11812827
  • Challenge: Client have been running multiple campaigns that tried to drive site traffic and on-site conversion with industry average success. The client challenged us to find smarter ways to do that and increase key KPIs such as CTR.Solution: MediaMind partnered with Invite Media to tag and find site visitors in different stages of interest.Users who either browsed or placed in cart any un-purchased items that were over $25 were tagged with a custom cookie created by MediaMind and passed on to Invite Media.Invite found relevant users in the exchenge.MediaMind served relevant messages to users based on the interest that they expressed and using the store's database product feed featuring over 50,000 of their products Results: Retargeting consumers resulted in an above average high CTR of 1.3 to 1.5%. Without any holiday or special promotions attached, the campaign yielded better than expected results by carefully retargeting the consumers with products that they were interested in.
  • Solution: MediaMind partnered with Invite Media to tag and find site visitors in different stages of interest.Users who either browsed or placed in cart any un-purchased items that were over $25 were tagged with a custom cookie created by MediaMind and passed onto Invite Media.Invite found relevant users in the exchange.MediaMind served relevant messages to users based on the interest that they expressed and using the store's database product feed featuring over 50,000 of their products Results: Retargeting consumers resulted in an above average high CTR of 1.3 to 1.5%. Without any holiday or special promotions attached, the campaign yielded better than expected results by carefully retargeting the consumers with products that they were interested in.
  • Avg. Dwell Time Increased by 27.4% over benchmarksAvg. Dwell Rate Increased by 69% over benchmarks
  • Client: Porsche Challenge: The luxury brand which was well-known for performance launched a new fuel-efficient model and wanted to engage potential consumers and increase awareness to the new modelSolution: The client leveraged MediaMind's geo-targeting capabilities to personalize the new brand message and engage consumersThe brand message focused on the driving range of the new model and identified pairs of major metropolitans across the country with this driving range. Then, a series of geo-targeted banners addressed consumers living in those metropolitans highlighting that they can now drive to the "sister metropolitan" without refuelingResults: Dwell for the targeted brand messages went through the roof with lift of xxx% over non-targeted messages.
  • URL’s – allow you to add 3rd party URL’s (for clickthrough and impressions)

Transcript

  • 1. Get The Most Out Of DigitalJustifying Digital MediaJoey Chee | Client Services Director, SEA © 2012 MediaMind | A division of DG | All rights reserved
  • 2. Agenda▸ Introduction & company positioning▸ Justifying Digital▸ One Tracking System▸ Direct Response Solutions▸ Case Studies▸ Q&A © 2012 MediaMind | A division of DG | All rights reserved
  • 3. Video & More Data Constant Innovation Cross Channel Analytics Visual Analytics DG Integrations Adding Channel Data HTML 5 and more… Cross-Channel Tracking MediaMind v2 Smart Versioning Smart Planning Smart Trading Launched MediaMind Platform Built for agencies Launched ACM Campaign Management v1World ClassRich Media Provider © 2012 MediaMind | A division of DG | All rights reserved
  • 4. The Vision Managing the Full Digital Campaign Lifecycle Multiple web sites, formats and channels  Targeting ads to audiences Concurrent global delivery  Increased impact  Consistent measurement and analytics  Optimization for efficiency © 2012 MediaMind | A division of DG | All rights reserved
  • 5. Challenges in Migrating to Digital AdvertisingAdvertiser Media Suppliers Consumers Media Agency Display Industry Challenges Search ? • Fragmentation • Engagement • Data Networks ? Creative Agency Emerging ? © 2012 MediaMind | A division of DG | All rights reserved
  • 6. Addressing Digital Advertising ChallengesAdvertiser Agencies MediaMind Media Suppliers Consumers Display Media Agency Search Fragmentation • Integrated Reach Engagement Creative • Impact & Relevancy Agency Data Networks • Analysis & Optimization Emerging © 2012 MediaMind | A division of DG | All rights reserved
  • 7. Case Study © 2012 MediaMind | A division of DG | All rights reserved
  • 8. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 9. YES 4G Broadband Launch © 2012 MediaMind | A division of DG | All rights reserved
  • 10. = © 2012 MediaMind | A division of DG | All rights reserved
  • 11. Tracking Beyond Click Unique Interacting Post Click IR Users Conversion Post Click Average Latency User initiated Unique Video Viewer Expansion Interaction DurationVideo Mute Rate CTR Expansion Full Play Rate Rate Expansion Duration Video start Video Fully Video Average Rate Played Rate Duration Video 50% Played Rate © 2012 MediaMind | A division of DG | All rights reserved
  • 12. Laying The Right FoundationWhat’s the campaign objectives?• Direct response o In page conversion o Post impressions/clicks conversion o CTR• Branding : Think in-banner engagement o Brand interaction o Expandable o Video © 2012 MediaMind | A division of DG | All rights reserved
  • 13. what did the user see Frequency of exposure Interactive Dwell timewhat did the user do Level / type of interaction Measure type of response © 2012 MediaMind | A division of DG | All rights reserved
  • 14. not all who see Brand not immediate Response as post view touchnot all who touch Response in situation Response as search click © 2012 MediaMind | A division of DG | All rights reserved
  • 15. Not Everyone Clicks BUT… © 2012 MediaMind | A division of DG | All rights reserved
  • 16. understanding yourobjective is the key © 2012 MediaMind | A division of DG | All rights reserved
  • 17. Consumer Life Cycle Expensive 1. Point of Measurement? awareness 2. Technology insertions? Display Advertising Dwell Time Rich Media / Standard Display Video InStream / InGame Cost Effective On / Offline retention consideration Brand Advocacy Microsite Advertising Retargeting of user to up-sell In situ on site within Banner Encourage recommendation via External Link By Clicks widgets Rich Application Display Search $$$ CPC / CPE CPA / ROI purchase evaluation Commitment Process In situ on site within banner Search Advertising Client site / Reseller Site Independent Research Offline in-Store Rating Mechanisms © 2012 MediaMind | A division of DG | All rights reserved
  • 18. Role of Technology Social Media Content Direct Response Search Campaign Campaign Brand Other Campaign Marketing Website Integrate all the moving parts of your Brand Message campaign © 2012 MediaMind | A division of DG | All rights reserved
  • 19. When Mark is surfing the net…. © 2011 MediaMind Technologies Inc. | All rights reserved
  • 20. Finally, Mark signed up…. © 2011 MediaMind Technologies Inc. | All rights reserved
  • 21. Report on Actual Behavior Search for informationView thestandard Visit the Purchase or ad website Convert Interact with Rich Media © 2011 MediaMind Technologies Inc. | All rights reserved
  • 22. not all who buy clicknot all who click Buy © 2012 MediaMind | A division of DG | All rights reserved
  • 23. What is Conversion? © 2011 MediaMind Technologies Inc. | All rights reserved
  • 24. © 2011 MediaMind Technologies Inc. | All rights reserved
  • 25. End-To-End Tracking Step 1 $$ © 2012 MediaMind | A division of DG | All rights reserved
  • 26. One-Tracking SystemAccurate Conversion Data (de-duplication) Yahoo! MSN Display campaign exposure One Registration Attribution Model: Last Impressions / Last Clicks Yahoo! </display_tag> </MM conversion _tag> MSN </display_tag> © 2012 MediaMind | A division of DG | All rights reserved
  • 27. Cross Channel – Display & SearchWhen Search and Display are tracked separately together display search Cross-channel exposure One Registration </MM conversion _tag> </display_tag> </search_tag> © 2012 MediaMind | A division of DG | All rights reserved
  • 28. Search & Display Working Together Rich Standard Search Media ▸ Manage and measure search and display from MediaMind ▸ Instantly integrate bid management tools ▸ Automatic de-duplication of conversion data Cross Campaign Total Channel type Conversions Impact Rate Cross Channel Display 28.22% 314 Campaign Results Search 60.21% 1261 © 2012 MediaMind | A division of DG | All rights reserved
  • 29. better togetherHello! My name is: Hello! My name is: Creativity Analytics © 2012 MediaMind | A division of DG | All rights reserved
  • 30. Before Campaign Starts… The goal of your campaign must be identified in terms of data: • What do you want to achieve? • How much of it do you want to achieve? • What measurement/data best communicates the two? • Now, how can the creative execution drive towards that goal? © 2012 MediaMind | A division of DG | All rights reserved
  • 31. Brand Awareness Direct Response• Brand interaction: Interaction rate, • In page conversion interaction duration (Data capture, downloads, etc.)• Expandable: expansion rate, expansion duration • Post impressions/clicks conversion• Video: play rate, video duration © 2012 MediaMind | A division of DG | All rights reserved
  • 32. BrandAwareness © 2012 MediaMind | A division of DG | All rights reserved
  • 33. What Do We Measure?Metrics: Impressions Clicks Expansion Rate Model Choices x3 Video Plays x3 Image Gallery Interaction Rate Dwell Rate Dwell Time © 2012 MediaMind | A division of DG | All rights reserved
  • 34. Measurable Objectives Brand-centered campaign: Reach 2,000,000 viewers, of which 300,000 will engage with the brand by spending at least 30 seconds on the ad. © 2012 MediaMind | A division of DG | All rights reserved
  • 35. VideoBanner with Dwell time X2 © 2012 MediaMind Technologies Inc. | All rights reserved
  • 36. banner withHow about Multiple videos? © 2012 MediaMind Technologies Inc. | All rights reserved
  • 37. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 38. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 39. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 40. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 41. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 42. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 43. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 44. DirectResponse © 2012 MediaMind | A division of DG | All rights reserved
  • 45. What Do We Measure? Metrics:  Impressions  Clicks  In-Banner Conversion (Data Capture, Brochure / Coupons Downloads) © 2012 MediaMind | A division of DG | All rights reserved
  • 46. What Is This Direct Response You Speak Off? Marketing that is meant to solicit a specific, immediate & measurable response from consumers! © 2012 MediaMind | A Division of DG | All rights reserved
  • 47. Measurable Objectives Direct response campaign: Reaching 1,000,000 viewers of which 5,000 will interact with the ad by clicking thru to a download page. © 2012 MediaMind | A division of DG | All rights reserved
  • 48. Elements Of A Typical DR Offer Offer CTA Means of Response © 2012 MediaMind | A Division of DG | All rights reserved
  • 49. DR Advertising Hinges on Consumer Actions © 2012 MediaMind | A Division of DG | All rights reserved
  • 50. Search UniFi’s Availability AtFor Full Details of this Promotion, leaveYour Address daywe will call youus your contact details,on the next workingStreet Type: Full Name:Street Name:OR Email:Building Name:OR MobileAddress Number:Keyword: Search © 2012 MediaMind | A division of DG | All rights reserved
  • 51. COMBINING BRAND AWARENESS AND DIRECT RESPONSE TOGETHER © 2012 MediaMind | A division of DG | All rights reserved
  • 52. Tear back © 2012 MediaMind Technologies Inc. | All rights reserved
  • 53. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 54. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 55. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 56. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 57. © 2012 MediaMind Technologies Inc. | All rights reserved
  • 58. Dwell affectsBrandingNew research by MediaMind and comScore © 2012 MediaMind Technologies Inc. | All rights reserved
  • 59. Brand Related Search X3High Dwellincreases brandrelated search © 2012 MediaMind Technologies Inc. | All rights reserved
  • 60. Site TrafficHigh Dwellincreases sitetraffic by +69% © 2012 MediaMind Technologies Inc. | All rights reserved
  • 61. High Dwellmore page viewslonger time on site © 2012 MediaMind Technologies Inc. | All rights reserved
  • 62. leads to highConversionRate Landing Page Visits Sales Enquiry Registration Download Engagement © 2012 MediaMind Technologies Inc. | All rights reserved
  • 63. Metric Based Choice Of Creative Interactive Elements Expandable In Banner Games Video hotspots Downloads Pre-expand / OTP MP3, Ringtones, Social Sharing Direct Response Wallpaper © 2012 MediaMind | A division of DG | All rights reserved
  • 64. Conclusion• Don’t start your creative brief with: “What is the latest technology or cool stuff?”• Instead start with  The campaign objective  What works for your brand  Measurable metrics © 2012 MediaMind | A division of DG | All rights reserved
  • 65. Smart Versioning Targeting Retargeting Optimization▸ To geo-location ▸ To site visits ▸ By click/conversion▸ To publisher keyword ▸ To ad engagement ▸ By engagement▸ To demographics ▸ To ad exposure ▸ By geo-location ▸ By demographics ▸ By publisher keyword Creative Production Tools © 2012 MediaMind | A division of DG | All rights reserved
  • 66. © 2011 MediaMindMediaMind | of division of DG reserved reserved © 2012 | A division A DG | All rights | All rights
  • 67. Moving Forward © 2011 MediaMindMediaMind | of division of DG reserved reserved © 2012 | A division A DG | All rights | All rights
  • 68. Mass Messaging – Relevant To Digital ? Designed for ‘push’ media, not interactive media Huge wastage - a large proportion will reach irrelevant audiences People eventually get tired of even the best creative © 2010 MediaMind Technologies Inc. | All rights reserved
  • 69. Items to Overcome to Increase Digital Spend 55% Forrester Research found 47% “Better Targeting” 43%was the main driver to increase 34% digital spend 29% 25% 24% 1%Source: Forrester Consulting, "Marketers Crave Solutions That Provide Richer Performance And Audience Insights" © 2011 MediaMind | A | A division of DG All rights reserved © 2011 MediaMind division of DG | | All rights reservedcommissioned by Adometry, June 15, 2011
  • 70. Smart Versioning Targeting Retargeting Optimization ▸ By click/conversion ▸ By engagement▸ To geo-location ▸ To site visits ▸ By geo-location▸ To publisher keyword ▸ To ad engagement ▸ By demographics▸ To demographics ▸ To ad exposure ▸ By publisher keyword Creative Production Tools © 2012 MediaMind | A division of DG | All rights reserved
  • 71. Case Study #1:Retargeting © 2011 MediaMind | A division of DG | All rights reserved
  • 72. General Retargeting General Retargeting Ad General Retargeting Ad▸ General retargeting yields slightly above average CTR © 2011 MediaMind | A division of DG | All rights reserved
  • 73. Smarter Retargeting Yields Record CTR 1.5% 0.08% Before Smart Versioning w/ Smart Versioning © 2011 MediaMind | A | A division of DG All rights reserved © 2011 MediaMind division of DG | | All rights reserved
  • 74. Case Study #2:Targeting © 2011 MediaMind | A division of DG | All rights reserved
  • 75. General Targeting Generic Product Messaging► Campaign Objectives: ► Raise awareness new fuel-efficient model ► Illustrate point A to point B, without re-fueling► Challenges: ► Use generic product messaging ► Develop unique assets for each market pair © 2011 MediaMind | A division of DG | All rights reserved
  • 76. Geo-Targeting Increased KPIs by up to 69% Frankfurt - Marseille Aachen - Marseille Kiel - Innsbruck▸ Using Smart Versioning, copy/images were dynamically updated, via an IP lookup, to include user’s current location.▸ Geo-targeted banners promoted driving to their "sister metropolitan" area without having to re-fuel▸ Dwell time went through the roof jumping 27.4% over benchmarks at a lower production cost Benchmark* S.V. Benchmark* S.V. *Global European Auto Benchmarks Smart Versioning © 2011 MediaMind | A | A division of DG All rights reserved © 2011 MediaMind division of DG | | All rights reserved
  • 77. Personalize local messages Medan Balikpapan MakassarJakarta Yogyakarta Bali © 2010 MediaMind Technologies Inc. | All rights reserved
  • 78. Personalize local messages ▸ Local store information and contacts ▸ Local weather Sumantra ▸ Local products Kalimantan ▸ Local store promotion ▸ Local coupon SulawesiJawa © 2010 MediaMind Technologies Inc. | All rights reserved
  • 79. Targeted Frequency NewGroup A Group B Product Group C Group D Call for Customer, Information Package Action Rich Experience Information (Conversion) End of the Funnel Consumer Purchase Cycle © 2012 MediaMind | A division of DG | All rights reserved
  • 80. Case Study #3:Optimization © 2011 MediaMind | A division of DG | All rights reserved
  • 81. Case Study: Tourism AustraliaCampaign Details & ObjectivesClient: Tourism AustraliaCampaign: ‘There’s nothing like Australia’NZ LaunchMediaMind Product Used: Smart VersioningCreative Agency: Tribal DDB NZMedia Agency: Carat NZCampaign Objectives:► Engage New Zealanders online, sharing with them Australians’ favorite experiences► Kiwi’s were invited to visit Nothinglikeaustralia.com where they could interact in over 29,000 unique experiences © 2011 MediaMind | A division of DG | All rights reserved
  • 82. Case Study: Optimization▸ Tourism Australia utilized six unique banners highlighting different vacation activities: 0.82% 90% Rotation 90% Rotation 90% Rotation 90% Rotation Weeks 1 – 2 All Creative Running Week 3 Week 4 Week 5 Week 6 10% Rotation 10% Rotation 10% Rotation 10% Rotation 0.15% Regular Campaign Campaign w/ Smart Versioning © 2011 MediaMind | A | A division of DG All rights reserved © 2011 MediaMind division of DG | | All rights reserved
  • 83. Geo-Optimization Multiple Campaigns Optimize to best performing products, offers or ad versions PER geo- location © 2010 MediaMind Technologies Inc. | All rights reserved
  • 84. How AboutProduction? © 2012 MediaMind | A division of DG | All rights reserved
  • 85. Smart Versioning▸ Smart Versioning enables advertisers to build ads that are completely integrated & dynamic, giving you the power to update a campaign in a few clicks. © 2011 MediaMind Technologies Inc. | All rights reserved
  • 86. Update SV Using Excel © 2011 MediaMind Technologies Inc. | All rights reserved
  • 87. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 88. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 89. Production Cost Comparison without Smart Versioning with Smart Versioning $3,500 production costs for $3,500 production costs for+ master ad + master ad $1500 production costs $0 production costsx per version x per version 30 number of versions 30 number of versions = $48,500 = $3,500 © 2012 MediaMind | A division of DG | All rights reserved
  • 90. © 2012 MediaMind | A division of DG | All rights reserved
  • 91. Questions? © 2011 MediaMind | A division of DG | All rights reserved 2012
  • 92. www.mediamind.com Joey.Chee@mediamind.com IM: joey.eyeblaster@hotmail.com +6012 375 5356 BBM: 28F84D34@mediamind_chat@creative_zone © 2012 MediaMind | A division of DG | All rights reserved
  • 93. Thank you! © 2012 MediaMind || A division of DG | All rights reserved © 2012 MediaMind A divison