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Aaron Goldman
BIA/Kelsey Keynote | March, 2015

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Agenda
• Landscape
• Key Trends
• Mobile
• Programmatic
• Channel Fluidity
• Audience Signals
• Measurement
• National/Local Success Story
• Imperatives

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Evolving Landscape Brings New Challenges
“Online in 60 Seconds”
(Source: Qmee)

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Key Trends

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Mobile

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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)

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Baseline Execution
• Create mobile responsive site
• Opt in to search & social mobile
ads

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Sophisticated MarketerApproach
• Deploy mobile bid
adjustments
• Focus on targeted calls to
action (click-to-call)
• Explore in-app ads
• Leverage mobile display ads

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Programmatic

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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.

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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

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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)

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Channel Fluidity

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Channel FluidityTrends
Marketers prioritize cross-channel coordination in theory but not necessarily in execution

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Baseline Execution
Consistent and updated information across all platforms:
• Name, Address, Phone • Stores and Hours• Website and Online Profile

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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.

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Audience Signals

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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%

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Baseline Execution
Create audience segments by:
• Geography
• Demographics
• Content
• Third party data
• Correlated extensions (i.e. location)

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Sophisticated MarketerApproach

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Measurement

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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)

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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

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Sophisticated MarketerApproach
Predict and optimize full lifetime value across devices and channels

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National/Local Success

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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

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Imperatives

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Keys to Success
Data Management Technology Automation Cross-Channel
Attribution
People & Strategy

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Thank You!
@AaronGoldman
@Kenshoo