Gary Taylor - OTE Birmingham - Digital advertising – where is it going?
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Gary Taylor - OTE Birmingham - Digital advertising – where is it going?

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Topic: Digital advertising – where is it going? The changes and new trends on digital marketing and what they mean to businesses ...

Topic: Digital advertising – where is it going? The changes and new trends on digital marketing and what they mean to businesses

Key takeaways:
Identifying and monitoring trends
Managing data effectively
The next big things for digital advertising
Technology recommendations

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Gary Taylor - OTE Birmingham - Digital advertising – where is it going? Gary Taylor - OTE Birmingham - Digital advertising – where is it going? Presentation Transcript

  • Where Is It Going? Digital Advertising Copyright 2013 TMW Ltd.
  • Contents Copyright 2013 TMW Ltd. • Who am I? • The Search Market • How The Landscape Has Changed • The Effects Of ATL To Web • Identifying And Monitoring Digital Trends • Managing Data Effectively • “Big Data” • Econometric Modelling • Attribution Modelling • The Next Big Things For Digital Advertising • Audience Profiling • Content Marketing • Social Listening And Verification • Technology Recommendations
  • TMW Overview Copyright 2013 TMW Ltd. TMW are an independently-owned media buying agency with offices in Stratford Upon Avon and London, we specialise in the planning, booking and implementation of TV, Press, Radio, Out of Home and Digital media. Our team manages large-scale integrated marketing and consultancy services for a number of top UK companies, including: • Major furniture retailer • Leading vitamins company • Global power tools company • Global insurance company • National house builder And a number of other top retail, leisure and travel clients
  • Who Am I? Copyright 2013 TMW Ltd. • Ten years online marketing experience • Core skills in digital solutions, SEO and analytics • Midlands Young Entrepreneur of the Year in 2008 • Guest speaker at numerous digital conferences in the UK and Europe including SMX, SAScon and Think Visibility • Significant experience within lead generation, retail and ROI driven campaigns • Nominated As European SEO Personality Of The Year 2012… Gary Taylor Head Of Digital – TMW Ltd.
  • The Landscape Has Changed Search Market Copyright 2013 TMW Ltd.
  • 89.11% 6.35% 3.22% UK Market Share Google Bing Yahoo Other Data Source: TheWord.co.uk July 2013 Google Still Dominating UK Search Copyright 2013 TMW Ltd.
  • Search Market Copyright 2013 TMW Ltd. Paid Results Organic Results Paid Results Traditionally, Go ogle only showed paid and organic results
  • Paid Results Google Finder Organic Results Local Results Google Maps / Local Results Paid Results Local Results Search Market Copyright 2013 TMW Ltd. Now there are numerous ways to gain valuable search engine “real estate”
  • Search Market Copyright 2013 TMW Ltd. Nestlé finds horse meat in beef pasta meals Android Kit Kat unveiled by Google and Nestlé Search is extremely sensitive to positive and negative economic factors
  • Search Market Copyright 2013 TMW Ltd. A comprehensive search strategy now joins forces with social media and PR, helping you to understand your online reputation and how to protect it
  • Search Market Copyright 2013 TMW Ltd. Search is extremely sensitive to positive and negative economic factors And the effects of TV to web are unequivocal
  • The Effects Of ATL To Web Copyright 2013 TMW Ltd. Above the line advertising (TV, Press, Display Advertising, Social etc.) drives customers into the funnel, where we can harvest them with other channels like PPC, Organic Search, Email and Display Retargeting Multiple “touch points” along user journey
  • Copyright 2013 TMW Ltd. The need to make your brand synonymous with your products and integrate all marketing channels is more important than ever The Effects Of ATL To Web
  • Copyright 2013 TMW Ltd. In a nutshell: If you aren’t visible when your campaigns need it most…your competitors WILL steal your customers Own YOUR space The Effects Of ATL To Web
  • Digital Trends Identifying And Monitoring Copyright 2013 TMW Ltd.
  • Copyright 2013 TMW Ltd. Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on? Digital “Buzz” Words Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • Copyright 2013 TMW Ltd. Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on? Digital “Buzz” Words Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • Copyright 2013 TMW Ltd. Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on? Digital “Buzz” Words Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • Copyright 2013 TMW Ltd. Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on? Digital “Buzz” Words Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • Copyright 2013 TMW Ltd. Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on? Digital “Buzz” Words Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • Copyright 2013 TMW Ltd. Today there is a plethora of buzz words, sayings and clichés in the digital universe but what should you be focusing your efforts on? Digital “Buzz” Words Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • Managing It Effectively Data Copyright 2013 TMW Ltd.
  • Copyright 2013 TMW Ltd. Big data is only useful when you can understand it, interpret it and make informed business decisions based upon it. If you have hundreds, thousands or millions of lines of data, how can you manage it effectively? Big Data London Olympics Campaign 115m impressions served 188 creative formats tested 537k lines of user journey data
  • Copyright 2013 TMW Ltd. How can I find users with a higher propensity to CONVERT? The BIG Question
  • Copyright 2013 TMW Ltd. Review current paths to conversion against spend and revenue Attribution Modelling Path to purchase example: 1st Impression Last Click • The Times • Mex Ad • Amazon etc. Banner • Google • Bing • Facebook etc PPC • Criteo • GDN etc. Re-targeting • Brand • Generic etc. Organic/Direct
  • Copyright 2013 TMW Ltd. Analyse % weighting of spend using analytics solutions e.g DC Storm, Bright Analytics etc. Attribution Modelling 15 50 20 15 Banner PPC Re-targeting Organic/Direct Cost vs. Rev
  • Copyright 2013 TMW Ltd. Monitor Cost vs. Revenue across all marketing channels Attribution Modelling
  • Copyright 2013 TMW Ltd. Revise % of spend to make it as efficient as possible based on new weighted results…reducing cost vs. revenue Attribution Modelling Cost vs. Rev 35 25 30 10 Banner PPC Re-targeting Organic/Direct
  • Copyright 2013 TMW Ltd. Understanding your baseline activity (intercept) is vital so that you can determine uplift by channel and amend advertising spend to the most efficient mix Big Data 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 Web Visits ATL and Digital Activity
  • Copyright 2013 TMW Ltd. To achieve this most efficient mix data can be analysed using a statistical method called regression analysis which allows us to “predict” an output based on various inputs and variables Econometric Modelling Y ≈ ƒ( X, β) Breakdown: Y = The dependent variable ƒ = The function X = Independent variables β= “Beta” unknown parameters (represents a “Scalar” - a quantity described by a singular number)
  • Copyright 2013 TMW Ltd. The correlation coefficient ranges from −1 to 1, with anything over 0.7 considered to be a positive correlation. A value of 1 describes a perfect relationship between Y and X. Econometric Modelling Our aim is to find a media mix which correlates as closely as possible to 1
  • Copyright 2013 TMW Ltd. So, back to that BIG question…and those 537,426 lines of data… Logistic Regression
  • Copyright 2013 TMW Ltd. How can I find users with a higher propensity to CONVERT? The BIG Question
  • Copyright 2013 TMW Ltd. Logistic Regression can be used in marketing to “predict” a customer's propensity to purchase a product or cancel a service The most straightforward interpretation of this is where the outcome is coded as a "0" or "1” Examples: Did a user who viewed a display ad, followed by clicking on a PPC ad convert? Did a Telegraph reader convert? Do existing customers who view 2 display ads, followed by an organic search, then 3 days later click on a PPC ad, finally returning 4 days later via a direct visit to our website convert? Logistic Regression
  • Copyright 2013 TMW Ltd. The good news is that we don’t have to do this in our heads…there are numerous software providers with attribution solutions from entry level to enterprise Phew!...I’m Glad That’s Over…
  • Copyright 2013 TMW Ltd. So What Next? Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • Copyright 2013 TMW Ltd. So What Next? Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • Copyright 2013 TMW Ltd. So What Next? Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • Copyright 2013 TMW Ltd. So What Next? Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • Copyright 2013 TMW Ltd. The Next Big Things… Attribution Modelling Econometric Modelling Augmented Reality So-Lo-Mo QR Codes NFC Apps Content Marketing Inbound Marketing RTB Display Audience Profiling Big Data
  • For Digital Advertising The Next Big Things Copyright 2013 TMW Ltd.
  • Copyright 2013 TMW Ltd. Audience Profiling So we know which of our user journeys have a higher propensity to convert, so let’s describe them as customers and create ways to attract more of these users… You may have multiple customer personas applicable to your product(s)…ASK your customers!
  • Copyright 2013 TMW Ltd. Audience Profiling We can then form audience profiles and understand more about their browsing habits…but more importantly…how we reach them, and where we can find them online!
  • Content Marketing…It’s Nothing New Copyright 2013 TMW Ltd. Gain Editorially Featured Content Outreach To Relevant Sites With Content Create Content Strategy Based On Target Audience Research And Identify Top Indexing Sites For Target Audience Profiles Content marketing is nothing new…But moving forward we can back it up with REAL data
  • Audience (000’s) Responses Index Total 7,737 3,427 147 1 People.co.uk (TMG) 375 159 231.5 2 HelloMagazine.com 131 54 226.7 3 GardenersWorld.com 509 238 198.5 4 RoyalCentral.co.uk 215 118 193.4 5 HolidayWatchdog.com 296 138 139.4 6 Trusted Reviews 356 151 127.8 7 Express.co.uk 585 268 113.8 8 BBC Good Food 2,155 862 113.7 9 Mail Online Femail 1,098 522 111.9 10 MSN News & Weather 2,017 917 109.8 Content Marketing Copyright 2013 TMW Ltd. For purposes of this example we have used dummy pro-royalist data Our users are almost twice as likely to browse RoyalCentral.co.uk
  • Content Marketing At It’s Best Copyright 2013 TMW Ltd. Relevant and well researched content on leading pro- Royalist website Helps with contextual targeting on display activity for truly integrated approach
  • Copyright 2013 TMW Ltd. Own YOUR space And This Brings Us Full Circle
  • Verifying Your Efforts Copyright 2013 TMW Ltd. Using various social monitoring/listening tools we can monitor the results The social impact created by your marketing campaigns is extremely valuable data.
  • Verifying Your Efforts Copyright 2013 TMW Ltd. Determine if your marketing message has reached the right audience. Have you said the right things to the right people? Time of day is important to know, particularly when understanding when’s best to uplift or down weight activity
  • And Finally… Copyright 2013 TMW Ltd. “ Success comes from doing the simple things brilliantly…
  • Recommendations Technology Copyright 2013 TMW Ltd.
  • Technology Recommendations Copyright 2013 TMW Ltd.
  • Recommended Reads Copyright 2013 TMW Ltd.
  • The End Copyright 2013 TMW Ltd. Thank You Feel free to follow me on Twitter @garyptaylor