Bought Media – Digital Competency  Program - 2010│Page 1
Running order          Time          Subject                       Speaker          13.15-13.25   Intro          13.25-13....
By the end of today          • 18,720 more hours of video will be            uploaded onto YouTube.          • 24,000,000 ...
How many users around the world surf the  internet every month?  • 1.2 billion  • 55 million  • 3.6 billion│Page 4
How many users around the world surf the  internet every month?  • 1.2 billion│Page 5
How many of these sites existed prior to  2003?  • That’s before Arnold Schwarzenegger was    inaugurated as Governor of C...
• Only three│Page 7
Match the unique users to the social  networks                                   A: 119                                   ...
Match the unique users to the social  networks                                   A: 119                                   ...
Origin of YouTube content  1. YouTube partner  2. Pirated content  3. Ad  4. User generated│Page 10
Origin of YouTube content  1. YouTube partner  2. Pirated content  3. Ad  4. User generated│Page 11
Which singing Scot was made famous  thanks to the internet?│Page 12
Susan Boyle   YouTube:           Wikipedia sites in…   133m views                English                             Germa...
Who is this?│Page 14
Mark Zuckerberg│Page 15
What is the most viewed YouTube video of  all time?                      B: Susan Boyle: Britains Got Talent              ...
‘Charlie bit my finger’ – 165,380,840 VIEWS  (MAR ’10)│Page 17
Consumers’ perception of brands is made up of multiple  experiences and exposures, in controlled and un-controlled  enviro...
This requires more integration, greater audience insight  and an emphasis on communication ideas that can live  beyond cam...
In a digital world we need a communication framework that  reflects an empowered generation of consumers – how they find  ...
...in OWNED, EARNED and BOUGHT  media                             EARNED           OWNED           BOUGHT│Page 21
But do all these opportunities online  translate  into results?   9                   out of              12 studies   Onl...
BACK TO BASICS: the fixed and mobile  web is FINITE│Page 26
Implications of the finite web  1. Limited traffic on key inventory = real availability     issues against premium content...
2010 top 20 markets globally by fixed-  internet penetration                        Internet penetration % (monthly)      ...
2010 regions by fixed-internet penetration                                        Internet penetration % (monthly)    %   ...
Average broadband speeds by market  (top 20 markets)                        KBPS           18000           16000          ...
Average broadband speeds by region                                                   KBPS           5,000           4,500 ...
2010 total online bought media ad spend  forecast by market for Top 20 markets                        US$m      18,000    ...
2010 total online bought media ad spend  forecast by region                                              US$m             ...
% media spend allocated to paid-online  media  by market    So urc e : A g is                e│Page 34
Fixed web % media spend allocation is still  well below where it should be    So urc e : A g is                e│Page 35
The Digital Brand Media Threshold  Estimator  • Carat uses four key parameters which provide the    framework for setting ...
The Digital Brand Media Threshold Curve                              Current global average                              o...
Running order           Time          Subject                       Speaker           13.15-13.25   Intro           13.25-...
Range of different online advertising  strategies                   Scale/Impact/Reach       Brand                        ...
Glossary – Key digital planning terms  •        Page Impression – views of a webpage and its elements – including the adve...
Glossary – Key digital planning terms  continued  •        Unique Users (UU) – number of different individuals who visit a...
Glossary – Key digital planning terms  continued  STANDAR TARGETING            D  • Contextual Targeting – advertising tai...
Types on Online Ad Formats│Page 43
Leaderboards (728x90)   • Pros:                                •   Cons:           – High standout                    – Of...
Skyscrapers (120x600) + Wide Sky  Scrapers (160x600)   • Pros:                              •   Cons:           – Low CPM ...
MPUs (300x250)   • Pros:                                      •   Cons:           – Best combination of impact and        ...
Homepage takeovers   • Pros:                           •   Cons:           – Highly impactful            – High capital co...
Overlays   • Pros:                                     •   Cons:           – Highly impactful                      – Can b...
Video overlays   • Pros:                                     •   Cons:           – Can stream video or games             –...
Expandable Skyscrapers   • Pros:                                    •   Cons:           – More cost effective than MPU    ...
Display media in action│Page 51
Average click-through rates by sector   So urc e : Do uble c lic k│Page 52
Average click-through rates by region   So urc e : Ey e bla s te r│Page 53
Average click-through rates by format    So urc e : Ey e bla s te r│Page 54
Online display campaigns also improve  search performance    S o urc e : A s I titute                 tla ns│Page 55
Case study 1                  Scale/Impact/Reach      Brand                             Response                 Targeted/...
Nokia Play – Rihanna  driving scale, awareness and sign-ups│Page 57
Overview  • Nokia presents ‘Rihanna album launch party’ in    London, with LIVE streaming  • Markets US, UK, AU  • Complem...
Online partners  • Selected media partners based on reach and content    focus           • Key social portal in US        ...
YouTube  • Ran homepage    takeover - expandable    MPU (UK only) for    two days, including    day of event  • Ran offsit...
MySpace  • Homepage takeover    in UK, (day of the    event)  • ROS of site ads,    blend of all audience    and demo targ...
Results  • Campaign reached over 4 million 15-24 year olds (but reached    many more adults overall)  • The more relevant ...
Brand versus performance│Page 63
1. A user after the useraround delivered byad, on has user and           4. hours clicks on to the Ad drops cookie        ...
The importance of post-view tracking   Banner on                        Click to site   web page                          ...
Why conversions matter more than clicks│Page 66
Optimisation  (test, learn and re-invest strategy)           Test sites   Test options   Invest more in sites             ...
Buying approach: so many options       CPM                                          CPA                                CPC...
Key differences between the three basic  buying models           High   High              High      High           cost   ...
Buying models: risk v return           Volume                    CPM                                        Effective CPA ...
The fine balance between efficiency and  volume  Acquisition (e.g. sales) volume           5,000                          ...
Optimisation in action – N97 mini  campaign  on MSN           Test period│Page 72
From 90/10 to 50/50 Impact /     Device launch (sales)                   Impact /     Device launch (sales) cost /        ...
Launch verses ongoing: digital media  implications           Impact /   Device launch (sales)      Impact /   Device launc...
Relationship between frequency and  conversion yield                                                           Cumulative ...
The reality of digital conversion   The ‘Last Ad’ standard                        The reality           ­ Last ad clicked ...
Sample media plan: ovi store registration  campaign│Page 77
Measuring effectiveness online – overview           Response                       Activity                         Nokia ...
Focus on Targeting via Ad Networks│Page 79
Advanced targeting opportunities  • Creative re-targeting (ad server level)  • Owned re-targeting (ad server or ad network...
The rise of behavioural targeting      of targeting    Sophistication                                                     ...
Behavioural targeting marketplace      1999 - 2001        2002         2003      2004       2005       2006   2007        ...
Behavioural targeting framework                      Reach                    Awareness                                   ...
Behavioural and dynamic creative  opportunities           Product offers           (Feed 1)           Various attributes  ...
Case study 2                    Scale/Impact/Reach           Brand                          Response                   Tar...
Nokia e72  • B2B targeting - display, mobile and contextual    ad networks│Page 86
Overview  •        To announce the launch of the new Nokia e72  Objectives  • Create awareness of the device to business (...
Overview – digital  • Bought digital media traffic drivers  • Display B2B destinations           – Business week online, C...
Awareness driver B2B targeting  •        CPM bought display activity across           several key business related portals...
Mobile display  • Activity ran on Time (mobile), BBC    (mobile) and Wall Street Journal    (WSJ)  • Targeting BlackBerry ...
Vibrant - contextual  • Targeted against BlackBerry    data held by Vibrant  • CPC activity    (performance media tactic) ...
The Rise of Social Networks│Page 92
The digital landscape is changing│Page 93
Which social media touchpoints are most  viral?     Share of social media sharing, by online client│Page 94
Evolution curve for digital social networks       Audience size                       Younger networks   Older networks│Pa...
Generating added-value content placement  through negotiation of bought media dealEditorial                              T...
Frequency and type of use dictates ideal  type of message to deliver                           ANTICIPATED     Users log i...
Within social networks there are individual  earned opportunities that can be unlocked  with bought budget      Theory of ...
Summary of ‘earned’ channels that can be  leveraged with bought investment                        Highest potential       ...
Case study 3                  Scale/Impact/Reach       Brand                            Response                 Targeted/...
Avatar  • Multi platform partnership unlocking super-users│Page 101
Three screen approach  •    MEDIA FIRST: Largest multi-market three-screen takeover ever, including custom       built MSN...
Objectives  • Avatar – the No. 1 grossing    box office movie of all time  Objectives  • Create a partnerships    that cou...
MSN homepage takeovers  • Global activity across    16 markets  • Generated an interaction    rate of 1.31% on average│Pag...
MSN homepage editorial  • Negotiated huge added-    value editorial as part of    the media deal  • Engagement hub    deli...
MSN additional activity  • Channel and Messenger    targeting  • Messenger – delivered an    amazing CTR of 0.58%│Page 106
MSN mobile  • Mobile banner ads used to    provide engagement to    users ‘on-the-go’  • Delivered a CTR of 0.74%│Page 107
Xbox LIVE  • Gaming platform to help    deliver cut-through to the    movie’s core audience  • Offered the users the    op...
Engaging super-users  • Unlocked access to super-    users through media    partnership  • Identify, inspire and reward│Pa...
Focus on Targeting via Social Networks│Page 110
Enthusiasts targeting via social networks│Page 111
Target specific audiences                   Country                 Age                                          Workplace...
Sequential messaging on Facebook                                              First 2 impressions                         ...
Facebook “learned targeting”                                                      1       Reach block       This allows Fa...
Facebook ‘bulk-upload tool’                                                                                               ...
Copy testing example- Tesco.com  Where they were                              • Minimal variation                         ...
Copy testing example- Tesco.com  where they are now                            • Facebook look and feel                   ...
Case study 4                  Scale/Impact/Reach       Brand                            Response                 Targeted/...
adidas originals  • Building a community on Facebook│Page 119
Overview  •    To support the 2008 adidas campaign       Carat developed a dedicated Originals       page on Facebook  Obj...
Highlights  •     Constant communication to use the group        to engage users in their FW08 campaign  •     In the rece...
Results  •    With a small level of media support, over a       concentrated burst, the Originals page grew into       a c...
Capitalising on the success  • The overall success of the Originals community has since    initiated a wider Beta partners...
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Bought Media Digital Marketing & Advertising Competency Training

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Training deck for digital display advertising / bought media. case studies, buying models, targeting models, strategies. Made in 2010 but many things still relevant.

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Bought Media Digital Marketing & Advertising Competency Training

  1. 1. Bought Media – Digital Competency Program - 2010│Page 1
  2. 2. Running order Time Subject Speaker 13.15-13.25 Intro 13.25-13.35 Quiz 13.35-13.50 Big picture 13.50-14.00 Briefing 14.00-14.10 Break 14.10-14.35 The basics 14.35-15.05 Intermediate 15.05-15.35 The rise of social networks 15.35-15.45 Break 15.45-15.50 Recap brief 15.50-16.20 Breakout sessions 16.20-16.50 Group presentations 16.50-17.00 Wrap up│Page 2
  3. 3. By the end of today • 18,720 more hours of video will be uploaded onto YouTube. • 24,000,000 more pictures will be uploaded onto Facebook • There will be an additional 10,000 new Twitter accounts • 70 new iPhone applications will be published. • 150 million searches will be conducted on Google.│Page 3
  4. 4. How many users around the world surf the internet every month? • 1.2 billion • 55 million • 3.6 billion│Page 4
  5. 5. How many users around the world surf the internet every month? • 1.2 billion│Page 5
  6. 6. How many of these sites existed prior to 2003? • That’s before Arnold Schwarzenegger was inaugurated as Governor of California?│Page 6
  7. 7. • Only three│Page 7
  8. 8. Match the unique users to the social networks A: 119 million B: 469 million C:45 million I DEC 2 0 0 9 n│Page 8
  9. 9. Match the unique users to the social networks A: 119 million B: 469 million C:45 million I DEC 2 0 0 9 n│Page 9
  10. 10. Origin of YouTube content 1. YouTube partner 2. Pirated content 3. Ad 4. User generated│Page 10
  11. 11. Origin of YouTube content 1. YouTube partner 2. Pirated content 3. Ad 4. User generated│Page 11
  12. 12. Which singing Scot was made famous thanks to the internet?│Page 12
  13. 13. Susan Boyle YouTube: Wikipedia sites in… 133m views English German Spanish French Italian 24 hours Swedish to grow from 1m to 5.5m views Twitter Boyle was most talked about subject for one Google Trend week│Page 13
  14. 14. Who is this?│Page 14
  15. 15. Mark Zuckerberg│Page 15
  16. 16. What is the most viewed YouTube video of all time? B: Susan Boyle: Britains Got Talent C: First wedding dance A: Charlie bit my finger│Page 16
  17. 17. ‘Charlie bit my finger’ – 165,380,840 VIEWS (MAR ’10)│Page 17
  18. 18. Consumers’ perception of brands is made up of multiple experiences and exposures, in controlled and un-controlled environments│Page 18
  19. 19. This requires more integration, greater audience insight and an emphasis on communication ideas that can live beyond campaigns│Page 19
  20. 20. In a digital world we need a communication framework that reflects an empowered generation of consumers – how they find out stories, interact and share them OWNEDmedia BOUGHTmedia EARNEDmedia Where we present our story Is where we sit together with It’s where authentic to the consumer. Generally our consumers within a comments around the brand information rich but can partner owned environment. It occur and where consumers suffer from low reach. It is can be high reach and the share their brand stories with proprietary and therefore story is still generally well others. Efforts to exert control fully controlled. controlled by the brand. in the earned space can easily backfire. .com, micosites, Includes advertising on TV, Social networks, blogs, UGC, mobile sites, retail Outdoor, portals, online online PR, advocate advertising, SMS and SEM. marketing and viral│Page 20
  21. 21. ...in OWNED, EARNED and BOUGHT media EARNED OWNED BOUGHT│Page 21
  22. 22. But do all these opportunities online translate into results? 9 out of 12 studies Online was proven to be the most cost effective medium in influencing a brand’s branding or sales metrics So urc e : I B: I ig hts fro m the Cro s s M d ia O p tim iz a tio n S tud y s e rie s A ns e http : //w ww . ia b. ne t/ins ig hts _ re s e a rc h/1 6 7 2 /1 6 7 8│Page 22
  23. 23. BACK TO BASICS: the fixed and mobile web is FINITE│Page 26
  24. 24. Implications of the finite web 1. Limited traffic on key inventory = real availability issues against premium content 2. Fluctuations in traffic = difficulty in even delivery of digital campaigns 3. Auction models (e.g. Google SEM, blind network CPA)│Page 27
  25. 25. 2010 top 20 markets globally by fixed- internet penetration Internet penetration % (monthly) % 100 90 80 70 60 50 40 30 20 10 0 So urc e : A g is e│Page 28
  26. 26. 2010 regions by fixed-internet penetration Internet penetration % (monthly) % 80 70 60 “Tipping point” 50 for online as a scale / brand channel 40 30 20 10 0 North W Europe C & E. en SEAP Central & MENA China South Africa India America Europe South America So urc e : A g is e│Page 29
  27. 27. Average broadband speeds by market (top 20 markets) KBPS 18000 16000 14000 12000 10000 8000 6000 KBPS 4000 2000 0 So urc e : A m a i ka│Page 30
  28. 28. Average broadband speeds by region KBPS 5,000 4,500 4,000 3,500 3,000 2,500 2,000 KBPS 1,500 1,000 “Tipping point” 500 for rich media 0 Asia/Pacific Europe North America Middle East Latin & South America So urc e : A m a i ka│Page 31
  29. 29. 2010 total online bought media ad spend forecast by market for Top 20 markets US$m 18,000 16,000 14,000 12,000 10,000 8,000 6,000 US$m 4,000 2,000 0 So urc e : A g is e│Page 32
  30. 30. 2010 total online bought media ad spend forecast by region US$m $944 $176 W. Europe $11,914 Central & Eastern Europe $13,775 North America $937 Asia Pacific Lat in America $17,119 Other (inc Africa) So urc e : A g is e│Page 33
  31. 31. % media spend allocated to paid-online media by market So urc e : A g is e│Page 34
  32. 32. Fixed web % media spend allocation is still well below where it should be So urc e : A g is e│Page 35
  33. 33. The Digital Brand Media Threshold Estimator • Carat uses four key parameters which provide the framework for setting the Digital Brand Media Threshold Estimator.│Page 36
  34. 34. The Digital Brand Media Threshold Curve Current global average online media spend % allocation│Page 37
  35. 35. Running order Time Subject Speaker 13.15-13.25 Intro 13.25-13.35 Quiz 13.35-13.50 Big picture 13.50-14.00 Briefing 14.00-14.10 Break 14.10-14.35 The basics 14.35-15.05 Intermediate 15.05-15.35 The rise of social networks 15.35-15.45 Break 15.45-15.50 Recap brief 15.50-16.20 Breakout sessions 16.20-16.50 Group presentations 16.50-17.00 Wrap up│Page 38
  36. 36. Range of different online advertising strategies Scale/Impact/Reach Brand Response Targeted/Communities│Page 39
  37. 37. Glossary – Key digital planning terms • Page Impression – views of a webpage and its elements – including the advertising embedded within it • CPM (Cost Per Mille) – the online buying currency; online advertising can be purchased on the basis of appearing on 1,000 page impressions (also known as Cost per Thousand) • Click-through – when a user interacts with an ad and clicks through to the advertiser’s website • Click-through Rate (CTR) – frequency of click-throughs as a percentage of impressions served – can be used as a measure of advertising effectiveness   • Cost Per Click (CPC) – pricing model; the amount paid by an advertiser for a click – can be used as a measure of advertising effectiveness • Cost Per Acquisition (CPA) – pricing model that only charges advertising on an action being conducted (e.g. an online sale); sometimes called ‘cost per action’│Page 40
  38. 38. Glossary – Key digital planning terms continued • Unique Users (UU) – number of different individuals who visit a site within a specific time period; often used as a measure of size and reach. UU Reach = unique user reach of a campaign • User Session – the time spent between a user starting an application, computer, website, etc and logging off or quitting. Unique user sessions = same as UU reach • Traffic – number of visitors who come to a website (measured in impressions or UUs) • Action/ Spotlight Tags – a pixel that sits on the advertiser’s website (designated/selected pages); these count the number of people who interact with those pages, e.g. buy a phone. The people counted are only those who have been exposed or clicked on the advertiser’s digital ad • Cookie – a small text file on the user’s PC that identifies the user’s browser and hence, the user, so they are ‘recognised’ when they re-visit a site; e.g. it allows usernames to be stored and websites to personalise their offering│Page 41
  39. 39. Glossary – Key digital planning terms continued STANDAR TARGETING D • Contextual Targeting – advertising tailored and targeted to the content on the web page being viewed by a user at that specific time • Demographic Targeting – targeting users based on their demographic profile – gender/age • Behavioural Targeting – uses advertising technology to target web users based on their previous behaviour. Advertising creative and content can be tailored to be of more relevance to a particular user by capturing their previous decision making behaviour (e.g. filling out preferences or visiting certain areas of a site frequently) and looking for patterns MEASUREMENT TOOLS • Ad Tracking/ Third Party Ad–Serving – technology which allows us to record how many times people see our ads, click on our ads and what they do next. Third party ad-serving and tracking systems control campaigns across multiple sites; Nokia uses DoubleClick DFA (DART for advertisers) • Brand Tracking – bespoke surveys delivered in and among bought online media campaigns, allowing us to measure qualitative response and awareness of advertising or brand│Page 42
  40. 40. Types on Online Ad Formats│Page 43
  41. 41. Leaderboards (728x90) • Pros: • Cons: – High standout – Often placed on pages where – Generally good positioning there is a low dwell time│Page 44
  42. 42. Skyscrapers (120x600) + Wide Sky Scrapers (160x600) • Pros: • Cons: – Low CPM – Can be located below the page fold – User notices the ad when – Format makes it hard to use the full scrolling down page space available│Page 45
  43. 43. MPUs (300x250) • Pros: • Cons: – Best combination of impact and – High CPM efficiency – Useful aspect-ratio for creative│Page 46
  44. 44. Homepage takeovers • Pros: • Cons: – Highly impactful – High capital cost – Best awareness driver – Usually cost-inefficient although – Many creative options can generate high volume│Page 47
  45. 45. Overlays • Pros: • Cons: – Highly impactful – Can be considered intrusive and – Excellent at driving engagement disruptive to users’ experience – Roll over, click to expand or open required to drive interaction│Page 48
  46. 46. Video overlays • Pros: • Cons: – Can stream video or games – Users have to rollover or click to straight into ads expand to drive interaction – Excellent visibility on site or – Users often click or rollover to channel expand accidentally and then do not engage with ads│Page 49
  47. 47. Expandable Skyscrapers • Pros: • Cons: – More cost effective than MPU – Can be intrusive and annoying expandables – Once expanded they are a large format with huge opportunity to engage│Page 50
  48. 48. Display media in action│Page 51
  49. 49. Average click-through rates by sector So urc e : Do uble c lic k│Page 52
  50. 50. Average click-through rates by region So urc e : Ey e bla s te r│Page 53
  51. 51. Average click-through rates by format So urc e : Ey e bla s te r│Page 54
  52. 52. Online display campaigns also improve search performance S o urc e : A s I titute tla ns│Page 55
  53. 53. Case study 1 Scale/Impact/Reach Brand Response Targeted/Communities│Page 56
  54. 54. Nokia Play – Rihanna driving scale, awareness and sign-ups│Page 57
  55. 55. Overview • Nokia presents ‘Rihanna album launch party’ in London, with LIVE streaming • Markets US, UK, AU • Complementary search activity also live • Objectives for bought digital media: – Drive awareness of the event – Registrations for ‘appointment to view’ – Deliver reach within 15-24 year olds and Rihanna fans + 25-34 year olds and Music fans│Page 58
  56. 56. Online partners • Selected media partners based on reach and content focus • Key social portal in US • World’s no. 1 entertainment • Large music reach with an site audience interested in music • Key portal delivering reach • Ability to talk to Rihanna within target audience R’n’B fans│Page 59
  57. 57. YouTube • Ran homepage takeover - expandable MPU (UK only) for two days, including day of event • Ran offsite ads, including search ads, watch-page and companion ads • Demo/interest targeted│Page 60
  58. 58. MySpace • Homepage takeover in UK, (day of the event) • ROS of site ads, blend of all audience and demo targeting│Page 61
  59. 59. Results • Campaign reached over 4 million 15-24 year olds (but reached many more adults overall) • The more relevant the targeting to Rihanna and Music, the stronger the results • Through negotiation Nokia received €34,000 of added value impression and content • YouTube click-to-play ads received 0.05% CTR; average results for YouTube. MySpace delivered 0.18% from ROS activity targeted to music fans • 40,000 registrations for the ‘Live Show’│Page 62
  60. 60. Brand versus performance│Page 63
  61. 61. 1. A user after the useraround delivered byad, on has user and 4. hours clicks on to the Ad drops cookie 3. The user arrivesa adserver the Nokia site’ thethe been a 2. Electronically, the nokiaNokia site a the Yahoo!ad server is 24 6. 5. navigates has clicked on that there records able visit ‘action pageto the clicks number of this click’ recordsreport the request’ on‘postpage conversions that the ad generated. The actual number of conversions will vary depending on the ‘post click’ and ‘repeat conversion window’ Electronic path AD SERVER Doubleclick Doubleclick Adserver Adserver Spotlight Spotlight Tag Tag IMPORTANT The Doubleclick Ad server tag is hardcoded on the website. Therefore, the ad server is updated every time the page loads. Regardless of media│Page 64
  62. 62. The importance of post-view tracking Banner on Click to site web page Purchase No click Arrive on site View pages / Sign up Up to 60% of total responses can be indirect Time delay – up to 30 days Recent example Day 1 – 40% Every stage will see Day 14 – 70% drop off!│Page 65
  63. 63. Why conversions matter more than clicks│Page 66
  64. 64. Optimisation (test, learn and re-invest strategy) Test sites Test options Invest more in sites that deliver on campaign objectives Optimisation│Page 67
  65. 65. Buying approach: so many options CPM CPA CPC Tenancy deals Short term Sponsorship Auctions│Page 68
  66. 66. Key differences between the three basic buying models High High High High cost risk CPM Deal control learning CPC Deal Low Low Low Low cost risk control learning CPA Deal│Page 69
  67. 67. Buying models: risk v return Volume CPM Effective CPA of 60 CPC CPA Negotiated CPA of 60 Risk│Page 70
  68. 68. The fine balance between efficiency and volume Acquisition (e.g. sales) volume 5,000 E.g. Microsoft Network 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1,000 Restriction Wastage 500 0 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 0 1 0 1 0 2 1 0 3 1 CPA (EUR)│Page 71
  69. 69. Optimisation in action – N97 mini campaign on MSN Test period│Page 72
  70. 70. From 90/10 to 50/50 Impact / Device launch (sales) Impact / Device launch (sales) cost / cost / resource resource + Service activations 90 10 50 50 Time Time Moving towards more constant communication to activate key services + Ovi Store│Page 73
  71. 71. Launch verses ongoing: digital media implications Impact / Device launch (sales) Impact / Device launch (sales) cost / cost / + resource resource Service activations 90 10 50 50 Time Time Homepage takeovers Low-cost ad networks Rich media formats Affiliate marketing Reach blocks Holistic approach to search Email newsletter advertising Standard media formats Broader targeting Behavioural targeting and retargeting│Page 74
  72. 72. Relationship between frequency and conversion yield Cumulative Conversions (% of campaign conversions yield at each frequency level) 100% 90% % of Campaign Conversions 80% 70% 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 User Frequency Level│Page 75
  73. 73. The reality of digital conversion The ‘Last Ad’ standard The reality ­ Last ad clicked Campaigns reach consumers multiple times, across multiple channels, over extended periods of ­ Last ad viewed time Banner R Media & ich Banner Banner Search Yahoo Sponsorship MSN CNet Sky Sports Google C Converters C C C C ? 60 45 30 15 0│Page 76
  74. 74. Sample media plan: ovi store registration campaign│Page 77
  75. 75. Measuring effectiveness online – overview Response Activity Nokia tracking technology Click and post –click tracking DoubleClick (search and display) Banner interactions DoubleClick Qualitative studies Dynamic LogIc Tracking/brand Buzz tracking (mapping chatter Wunderman Listening Post in blogs, forums etc) Awareness│Page 78
  76. 76. Focus on Targeting via Ad Networks│Page 79
  77. 77. Advanced targeting opportunities • Creative re-targeting (ad server level) • Owned re-targeting (ad server or ad network) • Behavioural targeting (ad network) • Sequential messaging (ad server) • Search re-targeting (ad server)│Page 80
  78. 78. The rise of behavioural targeting of targeting Sophistication User event Behavioural targeting triggered Registered user interest Standardised audience-based Time of day/ week targeting Demographic/ geographic Mass Contextual (property-based) reach Run of network Market maturity│Page 81
  79. 79. Behavioural targeting marketplace 1999 - 2001 2002 2003 2004 2005 2006 2007 2008 First behavioural Onsite publisher- Behavioural Behavioural ISP data attempts side behavioural targeting across ad networks exchanges Yahoo, Engage TACODA and and DoubleClick Revenue DrivePM, Right Media Several Science BlueLithium and companies Wunderloop│Page 82
  80. 80. Behavioural targeting framework Reach Awareness Re-targeting Consideration 3. Creative Improving conversion to purchase 4. Onsite Purchase Re-targeting Retention 5. Onsite│Page 83
  81. 81. Behavioural and dynamic creative opportunities Product offers (Feed 1) Various attributes • Name • Description • Image • Mini image • Category User attributes • Behaviour Store locations (Feed 2) • Demo • Geo Template│Page 84
  82. 82. Case study 2 Scale/Impact/Reach Brand Response Targeted/Communities│Page 85
  83. 83. Nokia e72 • B2B targeting - display, mobile and contextual ad networks│Page 86
  84. 84. Overview • To announce the launch of the new Nokia e72 Objectives • Create awareness of the device to business (CXO and IT managers), by highlighting corporate solutions • Regain lost share in smartphones section (in particular to BlackBerry • Drive traffic to site to learn more Overview│Page 87
  85. 85. Overview – digital • Bought digital media traffic drivers • Display B2B destinations – Business week online, CNN Money, FT, The Economist, NYTimes, WSJ, Time.com – Mobile display (Time mobile, WSJ Mobile, BBC mobile – Vibrant – Contextual (relevant ad network sites) • Successfully achieve visibility with BlackBerry target audience│Page 88
  86. 86. Awareness driver B2B targeting • CPM bought display activity across several key business related portals • Delivered above average industry CTR of 0.32%, 255% higher than industry average • Could only track conversion to site, due to time constraints and therefore no data leading to actual registrations/ sales etc available│Page 89
  87. 87. Mobile display • Activity ran on Time (mobile), BBC (mobile) and Wall Street Journal (WSJ) • Targeting BlackBerry users • Delivered strong results CTR of 0.29% (however, below industry average) Call to action not as strong as display│Page 90
  88. 88. Vibrant - contextual • Targeted against BlackBerry data held by Vibrant • CPC activity (performance media tactic) • Delivered excellent CTR of 2.46%│Page 91
  89. 89. The Rise of Social Networks│Page 92
  90. 90. The digital landscape is changing│Page 93
  91. 91. Which social media touchpoints are most viral? Share of social media sharing, by online client│Page 94
  92. 92. Evolution curve for digital social networks Audience size Younger networks Older networks│Page 95
  93. 93. Generating added-value content placement through negotiation of bought media dealEditorial Technologyfocus focus│Page 96
  94. 94. Frequency and type of use dictates ideal type of message to deliver ANTICIPATED Users log in more frequently REACTIVE OPPORTUNITY OPPORTUNITY Communication is deeper Communication is more pithy PLANNED OPPORTUNITIES Users log in less frequently│Page 97
  95. 95. Within social networks there are individual earned opportunities that can be unlocked with bought budget Theory of super-users: How it looks in practice, e.g.Connectionswithin thenetwork Charlie: 140k Fred: 1.1m KevJumba: 470k Users in social networks Happy Slip: 310k Super (connected) users│Page 98
  96. 96. Summary of ‘earned’ channels that can be leveraged with bought investment Highest potential Influence and perceived authenticity Value exchange Specialist bloggers Earned OR Bought Generalist bloggers Earned OR Bought Super-users within online communities Earned OR Bought Video/content-commissioning editors Earned OR Bought (in social networks AND other sites) Highest potential reach volume│Page 99
  97. 97. Case study 3 Scale/Impact/Reach Brand Response Targeted/Communities│Page 100
  98. 98. Avatar • Multi platform partnership unlocking super-users│Page 101
  99. 99. Three screen approach • MEDIA FIRST: Largest multi-market three-screen takeover ever, including custom built MSN homepage ‘Gilder’ format ad in 16 markets, as well as multiple markets running MSN Mobile and Xbox LIVE roadblocks MSN Global Takeovers Display activity Mobile Xbox Editorial coverage│Page 102
  100. 100. Objectives • Avatar – the No. 1 grossing box office movie of all time Objectives • Create a partnerships that could: – Communicate different content from the movie to the widest possible audience – Be innovative – Deliver value against budget│Page 103
  101. 101. MSN homepage takeovers • Global activity across 16 markets • Generated an interaction rate of 1.31% on average│Page 104
  102. 102. MSN homepage editorial • Negotiated huge added- value editorial as part of the media deal • Engagement hub delivered nearly 1m streamed videos│Page 105
  103. 103. MSN additional activity • Channel and Messenger targeting • Messenger – delivered an amazing CTR of 0.58%│Page 106
  104. 104. MSN mobile • Mobile banner ads used to provide engagement to users ‘on-the-go’ • Delivered a CTR of 0.74%│Page 107
  105. 105. Xbox LIVE • Gaming platform to help deliver cut-through to the movie’s core audience • Offered the users the opportunity to engage with view AV, download themes and Gamer pics • Average CTR of 3.48%!│Page 108
  106. 106. Engaging super-users • Unlocked access to super- users through media partnership • Identify, inspire and reward│Page 109
  107. 107. Focus on Targeting via Social Networks│Page 110
  108. 108. Enthusiasts targeting via social networks│Page 111
  109. 109. Target specific audiences Country Age Workplace School Interests Music Celebrities Sports Movies Gender City Books College TV Shows Relationship Town│Page 112
  110. 110. Sequential messaging on Facebook First 2 impressions 3rd impression 4th & 5th impressions Cobra beer used multiple ads to engage with users. Frequency capped to five per user│Page 113
  111. 111. Facebook “learned targeting” 1 Reach block This allows Facebook to find out who has SOCIAL BRANDING engaged with your brand 2 Learned targeting cluster Facebook builds a cluster of people who have a DIRECT similar profile to the users who have engaged RESPONSE CONNECTIONS with the initial social branding activity 3 Standard ads Ads are targeted to high affinity Facebook users, increasing the overall performance of the ad CONVERSIO N│Page 114
  112. 112. Facebook ‘bulk-upload tool’ 18 19 20 Traditional buy 21 22 23 24 25 26 27 28 29 30 • Limited targeting and segmentation opportunities with • Ability to micro target and identify niche segments a traditional buy • Drives down the price of media through optimisation • Limited opportunity to optimise for performance • More cost-effective media • Limited by the volume of creative messages to test • Better conversion rates than generic ASUs • Impossible to recreate micro campaign segmentation • Allows you to buy, manage and optimise big campaigns • Manual bid changes and no ability to set rules • Gives full control over all aspects of the campaign • No control over scheduling /day parting • Gain detailed reporting based on response│Page 115
  113. 113. Copy testing example- Tesco.com Where they were • Minimal variation • No image rotation • Not promoting USPs, special offers, time sensitive deals • Passive ad text│Page 116
  114. 114. Copy testing example- Tesco.com where they are now • Facebook look and feel • Relevant content • Wide variety of images • Images draw user in • Text explains why they should click on the ad • Promoting benefits and using CTAs│Page 117
  115. 115. Case study 4 Scale/Impact/Reach Brand Response Targeted/Communities│Page 118
  116. 116. adidas originals • Building a community on Facebook│Page 119
  117. 117. Overview • To support the 2008 adidas campaign Carat developed a dedicated Originals page on Facebook Objectives: • Invite people to celebrate Originality and share their love of the Originals brand • Connect like-minded people and bring them together with Originals at the heart • Drive social interactions and brand engagement • Give people the means to express themselves via tools and content – let them have fun!│Page 120
  118. 118. Highlights • Constant communication to use the group to engage users in their FW08 campaign • In the recent ‘House Party’ campaign, there was a dedicated section on the global website (adidas.com/originals) driving users through to the community. We estimate this will significantly increase the fan-base • To support ‘House Party’, they used the Facebook group as a platform to host a competition with MTV, driving 1,500 entries and increasing sign up to the Originals group│Page 121
  119. 119. Results • With a small level of media support, over a concentrated burst, the Originals page grew into a community of approx 500,000 members in just three months! • Fans were able to download widgets and video content to embed into their profile pages • Attracting fans from all over the world, not just the US, the community has since almost tripled in size and now has 1.4m active members • There has been no media support driving to the group. Growth has been purely organic…│Page 122
  120. 120. Capitalising on the success • The overall success of the Originals community has since initiated a wider Beta partnership between Facebook and adidas. • Plans include rolling out Football, miCoach and miadidas communities to enable adidas to drive brand status within the social media landscape│Page 123

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