Greenlight's Magazine: Buying Cycle Edition


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Read the latest edition of Greenlight's Magazine which is themed on the Buying Cycle process. Following on from the success of the Google and Greenlight Conference in March of this year, this latest edition focuses on the different stages involved in the buying cycle process and features insightful articles from both our in house experts and guest writers from Google.

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Greenlight's Magazine: Buying Cycle Edition

  1. 1. June2012|Issue04TheBuyingCycleEditionTHEBUYINGCYCLETHEBUYINGCYCLEfrom first to last clickfrom first to last click
  2. 2. of the Web, usually on the ebband flow of our marketing pushesto a space where the consumer is‘always on’.Today, the Web has becomethe centre of the Internet,interacting through differentmediums and multiple devices.Internet users don’t just want totalk to brands, they want brandsto talk to them. They want to talkto each other, share ideas, passcontent on…pass judgment! Andevery day we see brands andcompanies trying to catch upon this very thing, trying to workout where and how they need topresent themselves and how tospeak and act, in order to find,engage and interact with theircustomers.Now, let’s take the changes inthe consumer and add fuel to theBack in 1999, as a juniorad exec, I sat with aclient on a “Future ofMedia” presentation given byrepresentatives from Sky, Carlton,RAB and kin. They came to tellus about interactive television(iTV), advertising and the shapeof things to come over the nextdecade. The stand out momentof the day was Sky and Carltonreally pushing the “Red Button”(no pun intended). Apparently itwas going to totally reshape theadvertising landscape, the buyingcycle and customer relationships.More than a decade later, andthey’re still waiting. Interestingly,I recall that there was no “Manfrom the Internet” present onthat day. Had there been, I’m surehe or she would have had somevery harsh words for people on allsides of the table – agency, clientand the media owners, about thechange coming. That day stays with me andserves as a reminder of how longit can take for well-establishedthings to get pretty muchnowhere, and how short a time itcan take for things that are barelyconceived, to reach completeubiquity and change what weknow about our customers;making past techniques,approaches, measurementsand even beliefs, fundamentallyredundant.And that pace of changecontinues, even with the Web wealready know and understand.It has evolved from the holdingplace where businesses set upsites and stores, and consumerscome and go, logging in and outfire in the form of a huge increasein online competition – one couldsay that it starts to feel slightlycluttered out there. A clutteredWeb, a disproportionatelysmall number of brands doing asuperior job of soaking up digitalsales, and a rapidly evolvingusers don’t just wantto talk to brands,they want brands totalk to them. Theywant to talk to eachother, share ideas,pass content on…passjudgment!June 2012contents ForewordGreenlight CEO, WarrenCowan gives us hisinsight on the BuyingCycle3 Marketing andManagementalignmentWhy they need to be aligned5 Success in ProjectAttributionThe tools don’t have it all6 Why Google IsLooking Beyond TheLast ClickGuest contributor GabrielHughes from Goolgeexplains7 DERIVINGOPTIMISATIONHow to get the most outof the Buying Cycle9 UnderstandingHow online influencesoffline10 Demand SidePLATFORMSGoogle’s Biren Kalariaexplains the basics12 Top Tipsfor mobile sitesmulti-screen, multi-modal,ROPO’ing (research onlinepurchase offline) consumer, allstand to make the Web a toughplace to differentiate and dobusiness, unless marketers canup the pace.I remember insuring my firstcar and sitting down with theyellow pages to call through everyone of the 30 insurers listed, toget a quote for my banged upFiesta. Now I’m sitting watchingad breaks on TV, speculatingbleakly about whether the worldreally needs a fifth insurancecomparison site.And despite the upsurge inonline commerce, 91% of salesstill happen offline, with almosthalf the purchasers havingresearched the goods online first,(often at the expense of anotherForewordby Warren CowanEDITORAlicia LevyMarketing & ProductionBecky Hayward, Krishna Rao& Ashley BurgessCoverDiogo FreitasLayout & DesignAdam Richings & Julie VaccalluzzoForewordWarren CowanContributorsPaul ByrneMark NewtonGabriel HughesRuth ZohrerDavid LiversidgeBiren KalariaShane Cassellspublished by GreenlightLevel 14, The Broadgate TowerPrimrose StreetLondon, EC2A 2EWt: +44 (0)20 7253 7000e-mail:© Greenlight 2012 – all rights reservedIn a world where theweb is in a continuousflux of change, digitalmarketers are goingto need more than acrystal ball to be on top!1 the MAGAZINE - Greenlight 2
  3. 3. PaulByrneDigital AccountDirectorcompany’s marketing budget),before going to one of a handfulof retailers who are engineered toretail and almost fulfil perfection.That leaves only a small pieceof online commerce to go round.And, once again, we have manyplayers but just a handful standout as well engineered retailers,ready to engage and facilitateyour transaction with a touch sosmooth you’d barely realise you’dbought it, until it shows up at yourdoor.So where does that leaveonline retailers? Should they packup and go home or stand andfight? I have no doubt that we willsee a lot of both this year but, atthis rate, I see the gulf wideningbetween the ‘haves’ and ‘havenots’ in the market shares stakes.What I am sure of is, that onlythe most differentiated, engaging,visible and agile of brands willhave what it to takes to find, peak,and maintain the customers’interest all the way to the till.So, if retailers are to standa fighting chance of gaining oreven just retaining their marketshare, we need to up the anteon online visibility, engagement,and analytics, and be able to do itacross all available screens.Of course these things aren’teasy either. It’s going to take somebrave, ambitious and talentedmarketers to take the plunge,partner with the right people, andstay the course long enough tocement the change required tocompete into the future.I, for one, hope you arecommitted to that challenge. nAttribution and the BuyingCycle seem to be thehot topic of the momentand are changing marketer’sapproaches to online marketing.However, in the lead up toimplementation, it is importantto ensure you have a clear planand, in tandem, have the abilityand agility to change or react tothe insights a good attributionprovider/tool can bring. Moreover,senior management need tohave bought into the idea of thebenefits and efficiencies thatattribution can bring.Many businesses are tryingto understand how they can useattribution to improve their onlineperformance and move forward ina rapidly expanding digital space.Several questions which are oftenasked include: “What are the bestways to attribute?” “How do wetrack and attribute across differentplatforms?” “What attributionmodel should we use?” “Howcan we determine which provideroffers the best tools?”Answers to these questionsmay provide digital marketers withenough insight to start planningwhat approach their marketingstrategies are going to take.However, before rushing to workwith one of the many providers inthe market place, marketers mustget their own house in order first,evaluating whether they havethe required structures in placeinternally. Without them, themarketing team will be unable tofully implement and exploit thedata they are left with.For an organisation to getthe most out of an attributionmodel, all digital marketingfunctions (ideally including offlinetoo) need to be aligned. To getthe best usage from a trackingtool, marketers need to ensureall channels are tagged up andtracked in a weighted model, andthat the model used is createdfairly and routinely tested.Once all marketing channelsare aligned, the business needs tobe able to deal with the results ofthe implementation of the chosenattribution model.For instance, the resultsof the test attribution modelshow that generic keywordexposure and interaction startssearch conversations. Theseconversations prove to be aprofitable addition to sales insearch and work well with SEO(Search Engine Optimisation) andDirect to Site traffic.Based on this information,a Search Marketing Managerwould argue that more moneywould need to be spent onPPC campaigns. However, inmost organisations there is alimited budget assigned to eachdepartment at the beginning ofeach financial year/ quarter, whichmeans that budgets will have tobe re-allocated. This, in itself, canprove to be a challenge.However, what do you do ifyour marketing department andbudget is segmented into differentchannels? How do you re-alignbudgets across departments whenyou have marketers who are siloedin their approach and focused ontheir channels’ goals and targets?These questions highlighthow essential it is to have a wellstructured and aligned marketingteam, that is single in its digitalvision to drive the overall digitalbottom line. So, for those of youwho plan on bulldozing ahead,please note that, unless you havean aligned marketing team and thesupport of the board and seniormanagement, your dreams ofcreating a successful attributionmodel will quickly fade away. nMany businesses are trying to understand howthey can use attribution to improve their onlineperformance and move forward in a rapidlyexpanding digital space.3 the MAGAZINE - Greenlight 4
  4. 4. Most digital marketersaccept that analysingthe user buying cycle isan extremely useful, yet arduousand complex process. Whilsttoday’s analytics tools are waymore sophisticated, making iteasier for marketers to compileand interpret attribution data,often, incorporating the resultsinto marketing strategy plansproves a stumbling point. And justas attribution projects might failto get off the ground due to dataand technology limitations, theplanning phase is just as importantin the overall equation of success.Multi-touch reporting toolsdrill down into the nitty grittyand give the inside data storyabout which online marketingchannels, such as websites andadverts, have been touched by abuyer before making the decisionto buy from a respective e-tailer.For digital marketers, they offera quicker, efficient and morestreamlined way of obtaininginsights into the consumer journeyand to respond tactically.However, digital marketersoften make the mistake of rushingin without making a consideredassessment of what they want toget out of these tools and what todo with the results and intelligenceprovided.Know what you want to testMarketers should begin theprocess by knowing what theywant to test and what they wantSuccess in Project AttributionThe tools don’t have it allto do with the result. Realistically,the result is only likely to be one ofthree outcomes. Either a positiveoutcome, a negative outcome orthe evidence was inconclusive.Knowing what impact any of theseeventualities have on a marketingstrategy makes it a worthwhileassignment.Know what questions you wantansweredDifferent stakeholders will havedifferent agendas. For example,a Channel Manager or AgencyAccount Manager might ask, “Dogeneric search queries contributeto the sales revenue typicallyattributed to brand search anddirect traffic in the last click winsmodel?”, and “Does my displayadvertising contribute to thesales revenue and what is thetypical lead time to impact?” Onthe other hand an E-commerceManager or an Agency AccountDirector could ask, “How muchof my budget do I spend in eachchannel to maximise return oninvestment (ROI)?”, “Should Icontinue to pay affiliates on a lastclick win basis?”, and “Wherein the buying cycle does SocialMedia have the most impact onsales revenue?” And a MarketingDirector might ask, “Where canI inject more budget to increasesales revenue at a cost effectiveROI?”,“Where can I reduce budgetand still maintain sales revenue?”and, “What impact is my onlinemarketing channel having on myoffline sales revenue?” Thesetypes of questions are the startingpoint needed to define the scope,data and tools required to answerthem. Poor planning at the start isa key component to the success orotherwise of attribution projects.Data and technologicalbarriers are the main reasons whyattribution projects so often fail toget off the ground. However, thesame is just as often the result ofthe planning undertaken at thestart of the project.What are the questions thatthe attribution analysis projectshould answer?Here are five simple but importantfactors that should be consideredbefore undergoing an attributionanalysis project.Am I the right person to ask any orall of these questions or do I needto buy-in from elsewhere?„„ What tools, data and resourcewill I require in order to answerthese questions?„„ What are the most likelypossible outcomes?„„ How will each of theseoutcomes impact my strategygoing forward?By considering these, digitalmarketers will have a far sounderbasis to start their attributionproject and thereby curtail thechances of failure. nMarkNewtonDigital AccountDirectorIn recent years, Google hasinvested heavily in buildingattribution functionality forsearch across our platforms, mostrecently launching the AttributionModelling tool for GoogleAnalytics Premium. This focus onattribution might seem odd givenGoogle’s traditional strength indirect performance marketing. Sowhy have we done it?The answer lies in our desireto help advertisers unlock thehidden value in those earlierclicks. Back in 2010, shortly afterlaunching Search Funnels — atool that helps advertisers tounderstand the entire searchpath leading up to a conversion,including search ad clicks andimpressions - a team of analystsat Google conducted a largemulti-advertiser study looking atadvertisers who increased spendon generic search terms from onequarter to the next. The studyfound that subsequent growthin brand search, and not genericsearch, accounted for the greaterproportion of new conversions.So where did this growth comefrom? It turned out that almostall of these new brand searchconversions had beenduring the search process, andtherefore you need to ensure thatyour search advertising is effectivebefore they have made thesechoices and not afterwards.We are not saying that lastclick is always wrong. Quitesimply there is no right or wrongmarketing attribution model.However, some models aremore likely to be relevant to yourbusiness than others.If your marketing aim isto defend market share byretaining existing customers,then optimising to last click maybe a good strategy for you. Foradvertisers who want to growtheir business by influencingcustomers who are new to theirbrand or product, and who areshopping around, then it mightmake more sense to value theearlier clicks and click assistswhich generate leads.We also believe thatattribution modelling cannotultimately solve the problemof exactly how your ad spendcauses sales to grow. Attributionis one way to develop hypothesesabout growth, but testing thesehypotheses is a whole differentproblem. It requires a systematicapproach that accounts for thelimitations of attribution andwhich measures in aggregatehow new marketingstrategies candrive new sales.Simple controlWhy Google Is Looking Beyond The Last ClickGuest contributor Gabriel Hughes from Goolge explains‘assisted’ by generic clicks earlierin the search process. Brand termconversions which were precededby generic clicks grew at a ratewhich was many times greaterthan that of brand only terms.Furthermore we found thatthis effect grew over time - earliergeneric searches later led tobrand-related queries, and newcustomers were acquired wholater became repeat customers.This analysis shows the criticalimportance of looking beyond thelast click. Customers may makepurchase choices at varying pointsCustomers may makepurchase choicesat varying pointsduring the searchprocess, and thereforeyou need to ensurethat your searchadvertising is effectivebefore they have madethese choices and notafterwards.5 the MAGAZINE - Greenlight 6
  5. 5. DERIVING OPTIMISATIONopportunities from the buying cycleGabrielHughes PhDHead of AttributionGoogle Northern andCentral Europeor treatment testing plans are agood way to determine the trueincremental impact of your spend.Huge challenges remain forattribution. A key issue is thatadvertisers cannot see the roleof earlier clicks if they are notinvesting in them. When budgetsfor generic search are tightlycapped, advertisers should not besurprised if their data shows lotsof single-click brand conversions.The early clicks being missed outand won by competitors remaininvisible to the advertiser.Another major challengefor attribution, lies around thegrowing phenomenon of multipledevices and sessions. In addition,many advertisers do not factorin the hidden value of search forcustomers who research onlineand then purchase offline.It’s hard to determinethe precise effect of thesemeasurement challenges on eachadvertiser, but we do know thedirection of the bias: they all workto make user conversion journeyslook shorter and less complexthan they really are. Once againit’s those long-undervalued earlierclicks that are most likely to beleft out of an ROI analysis. So fornow, our message to advertisersis simple: make sure you are notfalling into this trap and ensurethat you find ways to measure allof your digital marketing activitiesbeyond the last click. nMarketing campaignsdirected towardsimproving customeracquisition or increasing existingconversion rates often benefitfrom incorporating insights fromthe customer journey. This briefarticle covers why it is importantto consider the potential nuancesin the buying cycle in optimisationefforts and shares three areaswhere these insights could helprefine tactical implementation.Why is it important toconsider the buying cycle insearch optimisation efforts?The buying cycle is complex.Purchase paths are rarely linear,seldom involve a single channel,and often differ for everycustomer.In an ideal world, for searchmarketing alone, every digitalmarketer would want to havea consistent, positive presenceacross natural and paid searchfor every potential keywordpermutation related to theirproducts to increase brandawareness and from there improvecustomer acquisition.In reality, however, mostmarketers are working with limitedresources (limited budget, limitedtime, limited human resources)that – added to competitor activity– act as barriers to developing thisconsistent presence.Hence, the challenge for themarketer is to choose the besttactical balance across natural andpaid search to deliver predefinedstrategic goals within a budgetthat generates the best return oninvestment (ROI).In order to do thissuccessfully, however, it isparamount to evaluate searchsuccess as an integrated strategyand identify brand equity andunique selling points (USPs) thatresonate/do not resonate withthe target audience; behaviouralor language nuances within thetarget audience(s) and how thesemay/may not affect paths to clicksand conversions; threats posed bycompetitors and whether theseare easy or difficult to overcomeand potential areas wherecannibalisation of efforts acrossnatural and paid is/could becomea risk to success.Because of the reasonscited above, it is important tounderstand how optimisationtactics may differ from one stageof the buying cycle to anotherto ensure the most effectivepresence for the allocated spend.Once it is possible to identifythe answers to the pointsabove, we can then move on toimplementing some of the tacticsthat will yield better ROI based onthe insights provided by buyingcycle nuances within targetaudiences.As ‘food for thought’ , we willbriefly cover three main areas ,in essence, offer three tips worthconsidering when beginning toincorporate insights from thebuying cycle into campaigns.Planning copyWhen planning copy foreither landing pages, contentto be circulated on the webor generating advertisingcampaigns, it is worth investingtime identifying the stage in thebuying cycle that these piecesmost naturally fit into and applyingthe language that customers areactively using to find productsor services. For example, a “bestcurrent accounts” article couldtarget a potential customer duringthe research stage but this couldpotentially be better if we used“best bank accounts” as this is theterm that most customers will useto find this information.Understanding the channel mixin an integrated mannerUnderstanding the tacticalvalue that each channel bringsto the table is difficult: mostmarketers simply don’t havethe bandwidth to cope with theanalysis of multiple data sets,let alone the aggregation of allthis data. Nevertheless, it isan exercise worth undertakingbecause it can provide insightsinto cannibalisation or wastageacross campaigns targeting thesame audience at the same pointin the buying cycle. In someinstances, it may be worth splittingthat presence across channelsto reinforce the brand presenceacross different stages in thepurchasing funnel.Identifying positive and negativepaths to conversionFinally, identify patterns thatlead to conversion and thosethat lead to non-conversion.The principle is simple, do moreof what works and less of whatdoesn’t. The practice, however,can at times be perplexing. Itis an iterative exercise: mostappropriate content to the rightprospect through the best-suitedchannel at the right time. Thenmeasure results and improve onthe areas that require attention.To conclude, identify whatthe buying cycle looks like foryour business/your industry; getto know the language nuancesacross the different stages; andcater to the nuances in targetdemographics where these willtranslate into refined messagingfor marketing communicationsleading to improved clientacquisition.And when it comes toimplementation, always analysethis data in the broader contextof performance: If attribution isavailable, move away from lastclick; in the absence of attribution,understand your customerdemographic and infer theirintent from language; and mostimportantly, constantly reviewthe effectiveness of your strategybeginning at the most basic levelto prevent falling into campaigninertia that results in wastage ofbudget and resources. nRuthZohrerSenior SolutionsConsultant, Hydra7 the MAGAZINE - Greenlight 8
  6. 6. Everybody knows thateCommerce is big business– it’s now estimated to beworth a staggering £5 trillion ayear globally. But that’s only partof the story. Sales through offlinestores, branches and call centresstill account for over 90% (Source:Forrester 2011) of all retail turnoverin most European markets,making traditional channels theprimary sales channel for manyorganisations. But online researchhas changed consumer behaviourbeyond all recognition - the“prosumer” has arrived.Today’s consumer is a verydifferent proposition to sell to thanthe consumer of 20 years ago.Thanks to the Internet, today’sshopper has access to moreinformation than ever before aboutsuppliers, products and services.And, consequently, the modernconsumer is often highly informedabout which brand or product tobuy before they make the journeyto a store. Over 40% (Source:Consumer Commerce Barometer,2012) of UK retail consumersperform online research beforegoing to store, and in somecategories this figure is evenhigher - particularly where thepurchase is a highly consideredone. And these multi-channelconsumers are potentially a highlyattractive proposition to retailingorganisations. Studies showthat they are willing to spendmore than their “mono-channel”peers, for example in the UK arecent study by Deloitte showedthat multi-channel consumersaccounted for 28% of non-foodtransactions by volume but 39%by value. Engaging with multi-channel customers on their onlinepath to an offline purchase is a keydriver of value for multi-channelorganisations today.Understanding how toharness the potential of multi-channel consumers leadsto several key questions formarketers. These include:„„ What role does my websiteplay in driving offline sales?„„ What proportion of my offlinesales are already influenced byonline?„„ Could online advertising help toincrease my offline sales?„„ Would multi-channelconsumers offer greater returnthan mono-channel consumers?To answer these questions,Google has conducted around 75studies in America and Europe tounderstand these issues better.The studies done in Europe showthat:„„ Over 10% of offline salesare influenced by visits to aretailer’s website (Source: GoogleOnline2Store studies withAuchan, Carrefour, PC City)„„ Up to 1/4 of media-influencedstore sales are driven byPaid Search (Source: GoogleOnline2Store study with IKEA)„„ Consumers who perform ROPO(research online, purchase offline)spend up to twice as much pertrip compared to their online peers(Source: Google Online2Storestudies with FNAC, Goertz)„„ Online advertising can driveincremental “lift” - up to 2% ata national store level (Source:Google Online2Store studies withVodafone, SFR)There are a number of waysin which the online-to-offlineeffect can be measured - namelythrough modeling, consumerpanels, tracking studies orexperiments. Some of these aremore scalable than others in termsof being “replicable” whilst alsobeing statistically robust. All ofthese approaches can, however,provide powerful insights into thebehaviour of the multi-channelconsumer and the role playedby online media in driving offlinesales. In addition to deliveringadvertising products which linkon- and offline - Call Metrics,Offer Ads, Nearby Shoppingand eCirculars to name a few -Google is also actively workingon a range of tools and platformswhich will help clients and theirmedia agencies to answer thesequestions. Our aim is to providetools which augment what alreadyexists in the market, and our focusis to isolate the role played bydigital media in the path to offlinepurchase. The first of these toolswill start to roll out this year - wewelcome your input and feedbackon how these should work for yourbusinesses to add most value. nDavidLiversidgeHead ofOnline2StoreGoogleUnderstandinghow onlineinfluencesofflineContact the Hydra team on:T:+44(0)20 3326 1888 or E: | www.onehydra.comCan you see success at one glance?Whereistheopportunity?Wherearethequickwins?HowamIdoing?The One PlatformfromDrilling downinto the detailallows usersto view theareas thatoffer thequick wins.Success isdeterminedby colour.poorgoodAreas can easily becapitalised on withquick winsKeywords aregenerally doing wellas is easily seen withthe - goodcolouring on theright half of the tagmap visualisation.- areas denote roomfor improvement.9
  7. 7. and receiving conversions - robustreporting can show you how thecampaign is working at everystage. Having access to all of thelearnings is critical for the ongoingeffectiveness of your buying andcreating differentiation in whatyou do.4. What growth have you seenin the space? Geographically,sector and device.Well, the US is of course ahuge market with a lot of budgetsgoing into programmatic buying.We see clients in the US movingquickly into video, mobile andsignificant numbers of privatedeals being transacted throughInvite now. Outside of the US,EMEA is quickly becoming asignificant region in this space,with the UK leading the wayand markets such as Germany,France, Spain, Italy and even Dubaicoming through very quickly.In terms of advertisers, wesee a good mix of clients fromAuto through to Entertainment.Right now the most commonactivity we see deployed onour platform are performancecampaigns but that is changingas video, mobile and privateexchanges bring differentinventory to the ecosystem.5. How does a DSP differ from anetwork?As described earlier, a DSPconnects you directly to theinventory yourself rather thangoing via a network. So for thoseagencies and clients who wishto pull the levers and push thebuttons themselves a DSP allowsyou to do this.6. What will Invite Media bringto the table?A lot we hope! We bringa wealth of experience in theprogrammatic buying space aswell as technology solutions thatare backed by Google. We havesome great people who are all onhand to help agencies and clientstake the step into programmaticbuying and start to evolve the wayin which they buy media.7. Who owns this space rightnow? i.e. Media Agencies,Specialists etcI don’t think anyone “owns”the space as such. There are afew people that have been inthe space for a while but giventhe rapid pace of developmentof technology, inventory anddata there is room for everyoneto get involved without feelingbehind the market. At Google,we believe that the onlinedisplay-advertising market couldtop $200 billion over the nextseveral years which representsan enormous opportunity to allof the companies in the displayecosystem.8. What does the future hold forDSPs? What does that mean forInvite Media?DSP technology itself is notthat mature so expect to seesome really exciting features andintegrations that allow you todeliver even better performance.Also we expect to see more andmore publishers making theirinventory available via exchangesand different types too. We’realready seeing video and mobilecoming through so who knows,any media that is accessible via anIP address should be addressablevia a DSP. For Invite Media andGoogle that will mean constantlydeveloping our product to meetthe needs of our customers in anindustry that is moving rapidly -something that we have invested alot of time and people to do.9. Why should an advertiserbe thinking of including aDSP strategy into their digitalstrategy?For all of the reasons above!When done well, programmaticbuying will deliver phenomenalresults for you. By using the righttechnology and having fantasticpeople you really have thepotential to deliver better mediabuying efficiency, performanceand differentiation. nWe see clients in theUS moving quicklyinto video, mobile andsignificant numbersof private deals beingtransacted throughInvite now. Outsideof the US, EMEA isquickly becoming asignificant region inthis space, with theUK leading the way1. What is a Demand SidePlatform (DSP)?A demand-side platform(DSP) is a technology platformthat allows buyers to use dynamicbidding and optimisation to scalemedia buying across the variousad exchanges that are out there.DSPs offer a single user-interface to access billions ofad-impressions across a numberof ad-exchanges in real-time. TheDSP provides the decisioningengine that generates the rightbid for the right impression atthe right time - this bid price isbased on the perceived value orperformance of that impression.You can also manage yourremarketing lists and link to 3rdparty data providers via the DSPso it really is a very sophisticatedpiece of kit.The DSP is part of the widermedia buying “stack” whichincludes ad-serving, rich media,dynamic creative, social & searchbid management and analyticstechnologies that agencies andclients need to be thinking aboutnow. We believe that there will behuge performance and efficiencygains to be had from systemssuch as those mentioned abovewhen they can operate seamlesslytogether.2. How does it work?It is pretty straight-forwardand not too dissimilar to searchadvertising. The DSP gives youthe connections to all of theexchanges that you need aswell as the ability to manageyour remarketing, 3rd party datapurchasing and private inventorydeals. Based on your campaignobjectives and audience, youwould log in to the DSP and setupyour campaign. The key bucketsto consider are targeting, bids/budgets and creative. Once youhave got your initial setup, you’reready to go and can launch yourcampaign. Everything is verytransparent and you can see thestats coming back very quickly -up to every 10 minutes. Of course,that is not to say you need tooptimise every 10 minutes but itshows you that the data comesback in very quickly so that youcan make buying and optimisingdecisions on the fly.3. Why has the industry movedover to DSPs? What are thebenefits?All the stars have aligned.A combination of the availabilityof technology, data and liquidityof inventory via exchanges hasmeant that the process of buyingdisplay has been completelydemocratised. Anyone with thewill to buy their own display,mobile and video can do it today.The benefits are really aroundefficiency, performance anddifferentiation. The DSP gives youthe ability to connect directly withthe inventory you want to buy,evaluate it all on an impression-by-impression basis and manageall of this activity via one userinterface. You can also centraliseand control all of your retargetingefforts in one place at huge scale.If you are a performanceadvertiser and using ad-networks,a lot of what you are doing todaycan be bought via a DSP. Thismeans more efficient buying,optimisation and reporting. Itis easy to setup and optimisecampaigns and then push budgetsin to the areas that deliverperformance within a few clicksvia a user interface.Finally, you can get a lot ofinsight into what you do whenyou work with a DSP. No longerare you just spending a budget60 Seconds withBiren KalariaBirenKalariaHead of invite media UK, Google11 the MAGAZINE - Greenlight 12
  8. 8. Top Tipsfor Good Mobile Websiteslooking at your analytics data andlooking at what your competitorsare doing or even other websites indifferent verticals. Build anythingyou think could be helpful to youruser experience – but do testeverything before implementing. nAt the joint Google/Greenlight Buying Cycleevent I referred to thefast-growing demand for high-end mobile devices with fullweb capabilities (i.e. phones, nottablets), and some of the thingswebsite owners can do to improvethe user experience of their site onsuch devices.5Considerations whenprioritising content:„„ Mobile Users are Task Oriented„„ Mobile users seek SpeedyAnswers„„ Mobile Users are Likely toSearch„„ Mobile Users Scroll ThroughContent„„ Mobile Users are Online &Offline4Points to keep in mind whencreating a layout for yoursite„„ Mobile Sites Should not beCluttered„„ Remove Unnecessary Elementswhich take up Space and Data„„ Use Bullet Points instead ofParagraphs for Text„„ Have a light background whichcontrasts with content7Considerations whendesigning buttons„„ Buttons should be Big„„ Buttons should be Isolated„„ Buttons should be ReachableShaneCassellsOnline ConversionExpert, Google„„ Smaller Buttons should bePadded„„ Buttons should Look likeButtons„„ Buttons should be Prioritised„„ Buttons should use DescriptiveText10Tips for easierconversions„„ Have a Single CustomerExperience across Channels„„ Allow Saved Searches„„ Have Clear Calls to Action„„ Allow Saved Baskets„„ Keep Forms Short„„ Use Top Aligned Labels„„ Use HTML5 in Form Fields„„ Use Check Boxes, Lists & ScrollMenus„„ Implement Click-To-Call„„ Use Geo-Technology for OfflineConversionsRemember also to take alook at your own analytics reportsbecause your users will already begiving you plenty of clues aboutwhat they want to do on yoursite when they visit it on a mobiledevice. Just create a segment foryour traffic to isolate mobile trafficand see how mobile users traverseyour site differently to desktopusers.If you already have amobile site remember that thework doesn’t stop there. Justas with desktop, mobile users’expectations are changing all ofthe time. You really should beMore tips forbetter conversions fromShane, can be foundat . Searchfor ‘mobile’ for his fourpart series on MobileWebsite Optimisation.To learn moreabout how your own sitelooks on mobile or togenerate a report of whatyou should think aboutmost when building amobile site with your ownconversion objectives inmind, head towww.howtogetmo.comGreenlight’s Online Search & Social Interaction Platform (GOSSIP)The GOSSIP platform:Is a managed solution designed to allow global organisations to respond to the search and socialdemands of modern online business.Provides a home for all your media assets – press releases, videos, Twitter and blog posts, guides,surveys, forums, polls, widgets, graphics, podcasts, promotions, voucher codes, and much more.empowers marketers to engage more effectively with journalists, social networks, and consumers bygiving them direct, rapid publishing power for the first time.Responds directly to the very real danger that big brands will be left behind due to their relativeinability to be dynamic in the online search and social spheres.Essentially, brands are often great at being corporations, but need GOSSIP to build leadership in thefast-paced world of real time search and social media.Greenlight’s solutions are used by many of the world’s best known brands to enhance their performancewhy don’t you join them?13
  9. 9. Greenlight,Level 1, The Broadgate Tower,Primrose Street,London, EC2A