Performance Marketing from First Impression to Last Click - Andrew Buckman. Tradedoubler


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Performance Marketing from First Impression to Last Click - Andrew Buckman. Tradedoubler

  1. 1. 1 Performance Marketing from first impression to last click Tradedoubler Insight Unit Andrew Buckman, Chief Operations Officer, Tradedoubler A4U Expo 2 July 2013 International results
  2. 2. 2 Company Founded in 1999 Listed 2005 500 Employees 30+ markets Across the globe Network 2011 & 2012 Voted Network of Choice 140,000 Publishers Performance 11 million Leads per month 170 million Unique visitors per month 20 billion Impressions per month 2000 advertisers All major verticals Tradedoubler – an introduction
  3. 3. 3 Award winning “Performance marketing: from first impression to last click” research programme “The quality and quantity of the entries clearly demonstrates the contribution that innovative research projects can make to the development of the industry. The awards help to promote and share best practice across Europe.” Alison Fennah, VP Research & Marketing, IAB Europe
  4. 4. 4 Performance marketing plays a significant role at every stage of the purchase journey, influencing product research at the start of the journey, rather than simply securing the best price at the end. The various Performance Marketing business models offer exposure for advertisers during research – exposure that is free and highly likely to convert to sales. Performance marketing: from first impression to last click
  5. 5. 5 2,500 online shoppers with smartphones 8 countries representing 89% of Europe retail e- commerce Online and mobile research and purchase behaviour Set against a backdrop of continued growth, our research looked at how and where performance marketing presents opportunities in the online customer journey.
  6. 6. 6 The online purchase journey
  7. 7. 7 0% 10% 20% 30% 40% 50% 60% 70% Online research is hugely popular across many different product categories Research & purchase on PC or laptop. RESEARCH PURCHASE
  8. 8. 8 Tablet figures based on tablet owners. 12 3FREQUENCY AVERAGE MONTHLY SPEND €18€38 €75 Monthly online purchase behaviour: PC is still the winner, but mobile and tablet are catching up
  9. 9. 9 Performance marketing is embedded throughout the purchase journey, so for advertisers, a presence on these channels is vital to secure a place in the consideration set
  10. 10. 10 Performance marketing channels drive purchase decisions... Types of site used to make purchases (very often / sometimes). 83% 71% 60% 50% 49% 46% 43% 37% 34%
  11. 11. 11 ... but performance marketing also drives the start of the process at the research stage Types of sites used in purchase research (very often / sometimes). 91% 87% 83% 73% 65% 63% 57% 54% 47% 44% 38%
  12. 12. 12 Performance marketing channels are more likely to be used for research than purchase 87% 83% 73% 65% 57% 54% 47% 44% 38% 83% 71% 60% 46% 50% 49% 43% 34% 37% Research Purchase
  13. 13. 13 The growing importance of mobile throughout the shopping process
  14. 14. 14 Mobile is the default option for internet browsing almost everywhere, making the desk at home or work the last refuge for PC browsing. Mobile is becoming central to purchase behaviour too. Mobile use on the high street provides significant opportunities for performance marketing. Mobile has become the anytime, anywhere digital shopping assistant
  15. 15. 15 Mobile beats PC for browsing everywhere except the desk 48% 23% 5% 96% 2% 4% 43% 53% 54% 57% 59% 63% Work Hotel Travelling Home Shopping Eating out Locations where users browse the internet on a mobile & PC/laptop CONVENIENCE OUTWEIGHS SCREEN SIZE PC/laptop Mobile
  16. 16. 16 Widespread second screening underlines the need for a multi-platform marketing strategy use mobiles to find out more information after seeing an ad on TV used mobiles to buy something after seeing an ad on TV 48% 25% second screen using mobiles 47%
  17. 17. 17 55% 60% 70% 75% Buy online after researching more on mobile Purchase on mobile Buy in another store Check for better price Look up information 44% Footfall doesn’t guarantee a sale Mobile use in store disrupts the purchase journey, so defensive and offensive mobile strategies are required. How people use their mobile when they are out shopping How often do you do the following when out shopping? Very often / sometimes Based on all who use their mobile while out shopping
  18. 18. 18 Mobile performance marketing strategies ensure retailers secure the sale search for voucher or discount on something seen in a store use vouchers received on mobile download voucher 38% 51% 44% How people use their mobile when they are out shopping (very often / sometimes)
  19. 19. 19 Performance marketing provides opportunities throughout the purchase journey
  20. 20. 20 Performance marketing: not just the last click • Influences product selection at the start of the purchase journey • Integral to shopping behaviour across many vertical sectors • Remains highly likely to convert while other channels become less important at the point of purchase • Is more relevant than ever given the continued growth of e-commerce and m-commerce • Offers advertisers valuable exposure to online shoppers via different business models – many of them mobile • Is free until exposure converts to purchase
  22. 22. 22 Thank you for listening Andrew Buckman, COO @andrew_in_paris