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DIGITAL MARKETING FOR FINANCE INDUSTRY IN
CEE
Marta Klepka, Digital and
Innovation Director
Central and Eastern Europe
CEE DIGITAL
LANDSCAPE
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Confident e-shopers
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.Source: gemiusAdHoc studies on E-com...
Digital adspends in CEE are growth catalysers
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Source: Z...
Digital takes approx 1/5th of total media budgets
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
53%
5...
To compare CEE to other European markets
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.Source: IAB Eur...
Finance sector amidst the regional leaders in digital
advertising
© 2014. All rights reserved. VivaKi. Proprietary and Con...
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
KEY DIGITAL
TRENDS COMING
TO CEE
Programmatic
trading
Addresing
consumer
mobility
Search
importance
Cross-channel
integration
Key digital trends coming to ...
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
PROGRAMMATIC
TRADING
WHY MEDIA TRADING GETS AUTOMATED?
Source: Rubicon Project
© 2014. All rights reserved. VivaKi. Proprietary and Confidentia...
PROGRAMMATIC INVOLVES THE TRADING
OF MEDIA THROUGH INTEGRATED
TECHNOLOGY PLATFORMS
© 2014. All rights reserved. VivaKi. Pr...
NO FIXED CPM IN RTB MODEL
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
RTB what happens in 100 milliseconds?
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
PROGRAMMATIC > RTB
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Private Marketplace = when your direct deal gets
automated
© 2014. All rights reserved. VivaKi. Proprietary and Confidenti...
Pairing inventory with publisher data
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Demographics
Life...
Programmatic is more than just RTB
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Reservation
type
Pri...
Programmatic trading starts in CEE
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Source: Magna Global...
5% 5%
12%
0%
2%
4%
6%
8%
10%
12%
14%
Poland Czech Republic Russia
Share of RTB adspends in digital
2012 2013 2014
RTB grow...
Publicis Groupe trading desk brings efficiencies
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
 Goal
Performance campaign
generating max leads for cash
loan (Polish bank)
 Strategy
Usage of remarketing lists of
pote...
BUYERS
WHY TO GO PROGRAMMATIC?
 Monetise the data on
visitors and content/ context
 Stand out from the clutter
 Earn mo...
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
ADDRESSING
CONSUMER
MOBILITY
Source: Poland :Internet in everyday life, Google,
2014, Russia: Nielsen Mobile Consumer Report. 2013
Smartphones with int...
Video SocialSearch
Video, search and social go mobile
By 2016 2/3rd of
world’s mobile data
traffic will be video
(Cisco)
4...
Source: gemiusTraffic, gemiusRanking
Shareofpageviews
Visit their favourite sites via mobile or tablet
© 2014. All rights ...
 In Russia 40% of
online shoppers
declared to
purchase via
mobile
 In Poland every
3rd user bought via
smartphone
Source...
Mobile bankers
are…
Feeling more
„in control”
Moving to mobile, more flexible banking
 Young (25-34
yr old) and
wealthy
...
1st mobile campaign for m-bank app
Educate customers and reach max downloads
Message focused on the accessibility of the
b...
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
SEARCH
IMPORTANCE
Search ≠ traditional
engines
Search on-the-go requires
different approach to
search marketing
Social and video networks
ar...
In Ukraine 31% research online before deciding on
personal loan
http://www.consumerbarometer2013.com
Search is #1 informat...
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
SEARCH INTEGRATION WITH OTHER
MEDIA EG. TV
Significantly increase the sales of
household insurance via search campaign
for Aviva Poland
Consumer research led to choi...
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
CROSS-CHANNEL
INTEGRATION
Interactive attribution and cross-channel monitoring
Display Video Search Social Mobile
DIGITAL
MARKETING
PLATFORMS
© 2014. All rights reserved. VivaKi. Proprietary and Confidential.
• Benchtools is used by over
1300 major brands worldwide
• Benchtools collects paid and
natural search results from 7
engi...
How community manager
posts impact engagement
rate
Common fans between
different pages
Demographic profile Editorial strat...
Thank You
CONTACT INFO
Publicis Groupe CEE Digital and
Innovation Director |
VivaKi Regional Lead
Marta Klepka
marta.klepk...
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Digital Marketing for Finance Industry in Central and Eastern Europe

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What are the main digital marketing trends that are coming to Central and Eastern Europe? Why internet marketing is a chance for the financial sector, is it different to others in terms of digital opportunities?
Find out more in this presentation and Q&A with Marta Klepka, Digital Director of Publicis Groupe agencies in CEE http://emea.blog.performics.com/2014/07/03/digital-trends-insights-cee-region-qa-marta-klepka/

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Digital Marketing for Finance Industry in Central and Eastern Europe

  1. 1. DIGITAL MARKETING FOR FINANCE INDUSTRY IN CEE Marta Klepka, Digital and Innovation Director Central and Eastern Europe
  2. 2. CEE DIGITAL LANDSCAPE © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  3. 3. Confident e-shopers © 2014. All rights reserved. VivaKi. Proprietary and Confidential.Source: gemiusAdHoc studies on E-commerce, 2014  In Poland 22% of internet users buys insurance online  83% of Poles and approx half of Czech, Slovaks and Hungarians visits e- commerce sites  In Belarus 75% of internet users declared to buy online at least once
  4. 4. Digital adspends in CEE are growth catalysers © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: ZenithOptimedia, Advertising Expenditure Forecasts, CEE 5,049 5,918 6,933 - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 Television Radio Cinema Outdoor Internet Press (Magaiznes and Newspapers) CEE Advertising Expenditure in US$ million 2013 2014 2015 2016 Yoy increase will be 17-18%, while TV budget is estimated to grow 6-7%
  5. 5. Digital takes approx 1/5th of total media budgets © 2014. All rights reserved. VivaKi. Proprietary and Confidential. 53% 5% 9% 19% 13% CEE share of media budgets (2014) Television Radio Cinema Outdoor Internet Press (Magazines and Newspapers) Highest digital spends share in CEE: 1. Czech Republic 27% 2. Russia 22,5% 3. Hungary 21% 4. Poland 20,3% 5. Estonia 17,3% 6. Latvia 15,3% 7. Belarus 14,3% 8. Slovakia 11,5% 9. Lithuania 11,3% 10. Romania 11,1% Source: ZenithOptimedia, Advertising Expenditure Forecasts, CEE 2014
  6. 6. To compare CEE to other European markets © 2014. All rights reserved. VivaKi. Proprietary and Confidential.Source: IAB Europe Adex, 2014
  7. 7. Finance sector amidst the regional leaders in digital advertising © 2014. All rights reserved. VivaKi. Proprietary and Confidential.Source: gemiusAdMonitor, 08.2013 – 01.2014
  8. 8. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. KEY DIGITAL TRENDS COMING TO CEE
  9. 9. Programmatic trading Addresing consumer mobility Search importance Cross-channel integration Key digital trends coming to CEE  Consumer becomes Participant  Agyle, sharable, cross-screen experience  Ads, content and search  Starting from display ads  Promising for mobile marketers  Hidden treasure for video  Applicable for digital TV, radio, ….  Information always accessible on mobile  Relevant at any point of consumer journey  Works for branding and direct response  Technology driven change  Starting from interactive attribution  Close cooperation with the Client (access to data, tracking enabled) © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  10. 10. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. PROGRAMMATIC TRADING
  11. 11. WHY MEDIA TRADING GETS AUTOMATED? Source: Rubicon Project © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  12. 12. PROGRAMMATIC INVOLVES THE TRADING OF MEDIA THROUGH INTEGRATED TECHNOLOGY PLATFORMS © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  13. 13. NO FIXED CPM IN RTB MODEL © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  14. 14. RTB what happens in 100 milliseconds? © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  15. 15. PROGRAMMATIC > RTB © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  16. 16. Private Marketplace = when your direct deal gets automated © 2014. All rights reserved. VivaKi. Proprietary and Confidential.  First look access  Lower floor prices  High impact creative sizes  Restricted auctions  Specific placements on a site  Coupled with publisher data
  17. 17. Pairing inventory with publisher data © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Demographics Lifestyle Category shoppers In-market Brand Real time first party publisher data Gender Families, Dad’s Technology shoppers (dozens of top level retail categories) In-market for laptop, tablet… (hundreds of in-market audiences) In-market for Acer… (thousands of brands)
  18. 18. Programmatic is more than just RTB © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Reservation type Pricing Participation Terminology Reserved Unreserved Unreserved Unreserved Fixed Fixed RTB RTB One buyer One buyer All buyers Select buyers Programmatic guaranteed Programmatic premium Programmatic direct Programmatic reserved Private marketplace Preferred deals Private access First look Open exchange Open marketplace Private marketplace Private auction Closed auction Private access Automated guaranteed Unreserved fixed rate Open auction Invitation only auction Buy type
  19. 19. Programmatic trading starts in CEE © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: Magna Global forecast 2014
  20. 20. 5% 5% 12% 0% 2% 4% 6% 8% 10% 12% 14% Poland Czech Republic Russia Share of RTB adspends in digital 2012 2013 2014 RTB growth rates oscillating around 100% y-o-y © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: Publicis Groupe agencies local estimation
  21. 21. Publicis Groupe trading desk brings efficiencies © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  22. 22.  Goal Performance campaign generating max leads for cash loan (Polish bank)  Strategy Usage of remarketing lists of potential clients who seen the form, but didn’t fill it in, also ads were targeted to those who have seen branding campaign © 2014. All rights reserved. VivaKi. Proprietary and Confidential.  Results AOD campaign had 61% lower leads costs that in other CPM activations Case study
  23. 23. BUYERS WHY TO GO PROGRAMMATIC?  Monetise the data on visitors and content/ context  Stand out from the clutter  Earn more via enhanced RTB and more sophisticated premium offer  Cut down admin costs  Build stronger relationships /w advertisers  Target across sites  Buy targeted impressions and drive results for advertisers  Apply advanced remarketing scenarios  Optimise campaigns in real-time  Use data from advertiser, media, data providers © 2014. All rights reserved. VivaKi. Proprietary and Confidential. SELLERS
  24. 24. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. ADDRESSING CONSUMER MOBILITY
  25. 25. Source: Poland :Internet in everyday life, Google, 2014, Russia: Nielsen Mobile Consumer Report. 2013 Smartphones with internet access become the commodity?  2/3rd of internet users in Poland has a smartphone or other web-enabled phone and every 4th owns a tablet  Amidst Russian mobile owners, over 40% has a smartphone © 2014. All rights reserved. VivaKi. Proprietary and Confidential. 68% 64% 59% 55% 36% How Russians use smartphones Browsing sites Using apps Social networking E-mailing Watching video/mobile TV 31% smartphone app users access banking/ finance apps regularly!
  26. 26. Video SocialSearch Video, search and social go mobile By 2016 2/3rd of world’s mobile data traffic will be video (Cisco) 40%of YouTube's global watch time is mobile 4 December 2014 – Google mobile queries will reach 50% Yandex’s search &other services are location-based and available in mobile versions Eg. in Poland 40%of Facebook users access service on mobile devices © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  27. 27. Source: gemiusTraffic, gemiusRanking Shareofpageviews Visit their favourite sites via mobile or tablet © 2014. All rights reserved. VivaKi. Proprietary and Confidential. 23.90% 12.43% 19.49% 15.00% 0% 5% 10% 15% 20% 25% II.2010 III.2010 IV.2010 I.2011 II.2011 III.2011 IV.2011 I.2012 II.2012 III.2012 IV.2012 I.2013 II.2013 III.2013 IV.2013 I.2014 II.2014 Non- PC generated traffic in CEE Poland Czech Republic Slovakia Hungary Ukraine Croatia Romania Serbia Facebook, Google, YouTube, plus other social networking and news sites are the favs for mobile users
  28. 28.  In Russia 40% of online shoppers declared to purchase via mobile  In Poland every 3rd user bought via smartphone Source: „Achieving Total Retail: Consumer Expectations Driving the Next Retail Business Model”, PwC Russia, 2014; gemiusAdhoc, 2014 Purchase on mobile at any time, any place © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  29. 29. Mobile bankers are… Feeling more „in control” Moving to mobile, more flexible banking  Young (25-34 yr old) and wealthy  Twice as likely to read financial blogs and forums  4 on10 buys on impulse  25%never miss their payments  Checking account more frequently  Paying bills on time  Being less overdrawn  Connect on many different platforms © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: ING international survey, Financial Empowerement in the Digital Age, May 2014 17% 34% 48% 0 10 20 30 40 50 60 Romania France Germany Czech Republic UK Austria Poland Netherlands Turkey European consumer % of internet users declaring mobile banking 2013 2014
  30. 30. 1st mobile campaign for m-bank app Educate customers and reach max downloads Message focused on the accessibility of the banking services via mobile (Android &iOS) 1st usage of slider banner in mobile environment Campaign reached 62% of internet population in Bulgaria (incl. display ads) Over 45k clicks 0.83% CTR (average CTR is 0.42%) Challenge Results Actions YOUR PHONE IS YOUR BANK Source: ZenithOptimedia Bulgaria 2014 Case study © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  31. 31. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. SEARCH IMPORTANCE
  32. 32. Search ≠ traditional engines Search on-the-go requires different approach to search marketing Social and video networks are competing with search engines 91% finds the information they are seeking 73% says information is accurate and trustworthy 66% thinks search engines are a fair and unbiased source of information Search has been redefined Source: Paw Internet Research, Search Engine Use, US, 2012 © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  33. 33. In Ukraine 31% research online before deciding on personal loan http://www.consumerbarometer2013.com Search is #1 informational source And can be very relevant © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  34. 34. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. SEARCH INTEGRATION WITH OTHER MEDIA EG. TV
  35. 35. Significantly increase the sales of household insurance via search campaign for Aviva Poland Consumer research led to choice of timing and formats Campaign optimised for mobile Include click-to-call Click-to-call CTR 13,5% higher than standard 76% increase in no. of contact forms Challenge Results Actions According to Google study 70%of mobile searchers have used „the call button” Case study © 2014. All rights reserved. VivaKi. Proprietary and Confidential. Source: The Role of Click to Call In the Path to Purchase September 2013; ZenithOptimedia and Performics Poland 2013 The number of driven calls = no of completed forms!
  36. 36. © 2014. All rights reserved. VivaKi. Proprietary and Confidential. CROSS-CHANNEL INTEGRATION
  37. 37. Interactive attribution and cross-channel monitoring Display Video Search Social Mobile DIGITAL MARKETING PLATFORMS
  38. 38. © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
  39. 39. • Benchtools is used by over 1300 major brands worldwide • Benchtools collects paid and natural search results from 7 engines across desktop, mobile and tablet devices and shows the coverage, position and content strategies of all brands present Benchtools – search& strategic insights on a global scale
  40. 40. How community manager posts impact engagement rate Common fans between different pages Demographic profile Editorial strategy analysis : Most used formats of posts (Link, Photo, Video …) Socialtools - benchmark the brand presence on social platforms 21,000+ BRAND PAGES 3,300+ BRAND ACCOUNTS 3,100+ BRAND CHANNELS
  41. 41. Thank You CONTACT INFO Publicis Groupe CEE Digital and Innovation Director | VivaKi Regional Lead Marta Klepka marta.klepka@vivaki.com

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