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The principle of test and reward in buying digital media

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A presentation delivered by Jon Clarke of Space and Time Media at 'Using Agile to create personalised digital experiences' at Manifesto Digital, November 2014.

This was an event aimed at digital and comms teams in charity and non-profit organisations. The evening explored how an iterative approach could be used in combination with personalisation techniques to improve the digital experiences created by such teams.

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The principle of test and reward in buying digital media

  1. 1. 70:20:10 Test Reward Success! Jon Clarke – Director of Innovation, spaceandtime.co.uk, @spacetimemedia © Space & Time Media Ltd 2014. All rights reserved WWW.SPACEANDTIME.CO.UK
  2. 2. Do you test?
  3. 3. Work to a goal!
  4. 4. Tracking: Pixels, Goal Tags, Cookies; it’s all changing
  5. 5. Measurable data
  6. 6. ITV / SHAZAM CTR 9.75% Engagement +38% ITV’s Ad Sync format engagement 38%
  7. 7. Creative • Video • Image • Text • Split test copy Platform • Offline • Online • Mobile • Other Adserving • Behavioural • Contextual • Retargeting • Keywords • Dayparting Audience • Profile • Customer DATA • Lookalike
  8. 8. Innovative Testing Approach Split budget: 70:20:10 70% goes on what you know – keep going 20% into test - Online Split audience: Age breaks, gender, location, device, dayparts, profiles Split format: Desktop, Mobile, Image, Video, Text Split copy: By gender, by product use, by offer, by language, telephone number, call to action 10% into new innovation - Offline Turn 2D into a digital opportunity – AR, QR, Barcode TV ad sync – adserve ads synced to your or your competitors TV ad schedule TV show ad sync – adserve your sponsored tweets synced to TV shows and their hashtags Twitter Lead gen Cards, Lead Gen Ad Networks, Native Advertising
  9. 9. Testing: A bit of science & a lot of interpretation
  10. 10. 70:20:10 Test Reward Success! Jon Clarke – Director of Innovation, spaceandtime.co.uk, @spacetimemedia © Space & Time Media Ltd 2014. All rights reserved WWW.SPACEANDTIME.CO.UK

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