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Aaron Goldman
BIA/Kelsey Keynote | March, 2015
2© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Agenda
• Landscape
• Key Trends
• Mobile
• Programmatic
• C...
3© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Evolving Landscape Brings New Challenges
“Online in 60 Seco...
4© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Key Trends
5© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Mobile
6© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Mobile Trends
Mobile local search ad spend is
expected to b...
7© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Baseline Execution
• Create mobile responsive site
• Opt in...
8© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Sophisticated MarketerApproach
• Deploy mobile bid
adjustme...
9© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Programmatic
10© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Programmatic Trends
Mobile display
is driving
programmatic...
11© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Baseline Execution
Real-time bidding to reach new prospect...
12© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Sophisticated MarketerApproach
Intent-driven audiences con...
13© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Channel Fluidity
14© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Channel FluidityTrends
Marketers prioritize cross-channel ...
15© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Baseline Execution
Consistent and updated information acro...
16
Sophisticated MarketerApproach
64%
of Kenshoo clients
see planning &
forecasting as the
most important
capabilities in ...
17© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Audience Signals
18© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
AudienceTargeting Trends
of marketers cite improving
segme...
19© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Baseline Execution
Create audience segments by:
• Geograph...
20© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Sophisticated MarketerApproach
21© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Measurement
22© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Measurement Trends
27% of marketers include “measurement o...
23© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Baseline Execution
Attribute keywords to calls directly fr...
24© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Sophisticated MarketerApproach
Predict and optimize full l...
25© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
National/Local Success
26© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Going the Distance
• Ensure consistent and up-to-date stor...
27© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
28© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
29© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
30© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
31© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Imperatives
32© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Keys to Success
Data Management Technology Automation Cros...
33© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
Thank You!
@AaronGoldman
@Kenshoo
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BIA Kelsey NATIONAL: Key Trends in National/Local Marketing

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Keynote presentation by Aaron Goldman, CMO, Kenshoo at the BIA Kelsey NATIONAL event on February 26, 2015.

Published in: Marketing
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BIA Kelsey NATIONAL: Key Trends in National/Local Marketing

  1. 1. Aaron Goldman BIA/Kelsey Keynote | March, 2015
  2. 2. 2© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Agenda • Landscape • Key Trends • Mobile • Programmatic • Channel Fluidity • Audience Signals • Measurement • National/Local Success Story • Imperatives
  3. 3. 3© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Evolving Landscape Brings New Challenges “Online in 60 Seconds” (Source: Qmee)
  4. 4. 4© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Key Trends
  5. 5. 5© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Mobile
  6. 6. 6© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Mobile Trends Mobile local search ad spend is expected to be nearly $4B in 2015 And double to nearly $8B by 2018 70% of mobile searchers call a business directly from search results (Source: Google)
  7. 7. 7© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Baseline Execution • Create mobile responsive site • Opt in to search & social mobile ads
  8. 8. 8© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Sophisticated MarketerApproach • Deploy mobile bid adjustments • Focus on targeted calls to action (click-to-call) • Explore in-app ads • Leverage mobile display ads
  9. 9. 9© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Programmatic
  10. 10. 10© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Programmatic Trends Mobile display is driving programmatic growth Display and Mobile top programmatic channels $8+ billion in 2015 mobile programmatic ad spend in U.S.
  11. 11. 11© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Baseline Execution Real-time bidding to reach new prospects and retarget consumers who’ve visited your site Users arrive on advertiser’s site Users visit pages on site, and leave without converting Users visit site, and see a retargeted ad for the specific brand 1 2 3
  12. 12. 12© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Sophisticated MarketerApproach Intent-driven audiences convert at 30% lower cost per acquisition Leverage search intent to pick and choose the impressions you buy BMW 3 Series (Source: Kenshoo)
  13. 13. 13© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Channel Fluidity
  14. 14. 14© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Channel FluidityTrends Marketers prioritize cross-channel coordination in theory but not necessarily in execution
  15. 15. 15© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Baseline Execution Consistent and updated information across all platforms: • Name, Address, Phone • Stores and Hours• Website and Online Profile
  16. 16. 16 Sophisticated MarketerApproach 64% of Kenshoo clients see planning & forecasting as the most important capabilities in their marketing Budget allocation based on performance and inventory availability Transparency: Enhanced visibility to multiple goals monitoring, trend chart, forecasting Optimization: Algorithms designed to meet small budget objectives Automation with Control: Define pacing preference, off days, edit rollover, prorate Intuitive Grouping: Manage campaigns with shared budget and objectives.
  17. 17. 17© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Audience Signals
  18. 18. 18© 2015 Kenshoo, Ltd. Confidential and Proprietary Information AudienceTargeting Trends of marketers cite improving segmentation and targeting among their leading priorities -eMarketer of marketers leverage technology in support of data-driven marketing and advertising for audience management analytics and in support of segmentation and targeting -IAB 1/3 83%
  19. 19. 19© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Baseline Execution Create audience segments by: • Geography • Demographics • Content • Third party data • Correlated extensions (i.e. location)
  20. 20. 20© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Sophisticated MarketerApproach
  21. 21. 21© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Measurement
  22. 22. 22© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Measurement Trends 27% of marketers include “measurement of marketing ROI” as top area of investment next year Nearly 40% of B2B and B2C marketers don’t have an attribution model in place to measure return on investment (Source: The Economist)
  23. 23. 23© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Baseline Execution Attribute keywords to calls directly from search ad and landing pages Go beyond the click to measure: • Phone calls • Aggregate cost-per-lead • Sales
  24. 24. 24© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Sophisticated MarketerApproach Predict and optimize full lifetime value across devices and channels
  25. 25. 25© 2015 Kenshoo, Ltd. Confidential and Proprietary Information National/Local Success
  26. 26. 26© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Going the Distance • Ensure consistent and up-to-date store location information • Sync inventory via feeds for greater accuracy in product representation • Expand keywords to cover long tail • Categorize campaigns by product lines • Set portfolio optimization goals to maximize profitability • Implement tracking to capture offline and online customer interactions 1.5M Keywords added 16% YoY SEM Revenue Overall Efficiency
  27. 27. 27© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
  28. 28. 28© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
  29. 29. 29© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
  30. 30. 30© 2015 Kenshoo, Ltd. Confidential and Proprietary Information
  31. 31. 31© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Imperatives
  32. 32. 32© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Keys to Success Data Management Technology Automation Cross-Channel Attribution People & Strategy
  33. 33. 33© 2015 Kenshoo, Ltd. Confidential and Proprietary Information Thank You! @AaronGoldman @Kenshoo

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