Delivering an Efficient, Global, Best-in-Class
Performance Media Practice to Advertisers
MANAGEMENT SUMMARY
The global Resolution solution offers:
• An existing global model, working for advertisers
today
• An e...
CONTENTS
• Introduction to Resolution
• Resolution Service Offering
• Resolution Philosophy
• Summary
• The global performance media agency,
within Omnicom
• Roll-out of Resolution Media practices,
launched in 2003
• Made up...
Advertising AgenciesMedia Services
The Trading Desk
Resolution is part of the media services agencies, within the wider Om...
Content Planning
and
Development
We offer four core services:
Audience Insights
Data and
Analytics
Real-Time
Optimization
...
• Resolution is an active industry leader (SIS,
SES, SMX speakers, commentators in
MediaPost, AdAge, MediaWeek and
more)
•...
2012 ThinkLA Interactive Award: Winner For Best Use of
Search/Targeting for the Call of Duty: Modern Warfare 3
Campaign – ...
Key Levers for Delivering Global Performance Excellence to
Advertisers:
Structure
A centralized hub
to coordinate and
fund...
Global
NA APAC EMEA LATAM
• Global and regional leadership is set up to mirror client
structures
• Specific to client need...
MEXICO
UNITED STATES
VENEZUELA
COLOMBIA
ECUADOR
PERU
CHILE
BRAZIL
ARGENTINA
PORTUGAL SPAIN
IRELAND
UNITED
KINGDOM
FRANCE
G...
Local offices
Australia Malaysia
China New Zealand
Hong Kong Philippines
India Singapore
Indonesia Taiwan
Japan Thailand
K...
Resolution has 220+ specialists, across 27 markets, in EMEA
RESOLUTION IN EMEA
GERMANY
POLANDNETHERLANDS
DENMARK
UNITED
KI...
Resolution has 20+ specialists, across 3 markets, in LATAM
RESOLUTION IN LATAM
Major clients include:
The Resolution regio...
Local offices
US: Canada:
Chicago Montreal
Los Angeles Toronto
New York City
San Francisco
Resolution has 180+ specialists...
Media Planning
Part of the overall
communications mix
Campaign Execution
Aligned to wider a client’s
advertising activity
...
Planning
Media plans are informed by
the impact that the buys have
on search, social and
engagement
Execution
Track search...
FULL CIRCLE- WIDER MEDIA IMPACT ON
SEARCH
TV, ESPN, Commercial,
National, 6.30PM, 30
seconds
TV, ESPN, Commercial,
Nationa...
Technology
Key preferred features on Marin Software are:
Resolution utilizes a customized version of Marin:
• Access to Ma...
GLOBAL SEARCH
Campaign
Management
Typically, search and social campaigns are created from the ground up
for every market t...
THE RESOLUTION GLOBAL MODEL
Campaign
Management
A central team can create campaign assets and provide account
support func...
Architecture
•Site Hierarchy/URL
Optimization
•Duplicate Content Elimination
•Server Setting Refinement
•CMS & Redesign Co...
Digital Newsroom Owned
Paid
Earned
Audience
monitoring
Real-TimeListeningand
Analytics
Rapid response
strategy
Publishing ...
PAID SEARCH: A RIGOROUS PERFORMANCE
MANAGEMENT MODEL
Campaign
Management
SCOPE is our search
management process to
ensure ...
Discover
Goals
Plan
Strategy
Implement
Foundation
Optimize
Performance
Measure Insights
• Awareness, Engagement, DR Goals
...
Insights&Efficiencies
IN-SEARCH TRENDS & CORRELATIONS
Geo Analysis, Time of Day Analysis, Creative & Landing Page Analysis...
Key Levers for Delivering Global Performance Excellence to
Advertisers:
Structure
A centralized hub
to coordinate and
fund...
SUMMARY
The global Resolution solution offers:
• An existing global model, working for advertisers
today
• An efficient us...
The Resolution cross-market models are already in place, servicing
advertisers today:
THANK YOU
Model: 14 FTEs, across 3 o...
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Resolution Media PPT

  1. 1. Delivering an Efficient, Global, Best-in-Class Performance Media Practice to Advertisers
  2. 2. MANAGEMENT SUMMARY The global Resolution solution offers: • An existing global model, working for advertisers today • An efficient use of regional and local offices working cohesively • Able to plug into the wider advertising functions
  3. 3. CONTENTS • Introduction to Resolution • Resolution Service Offering • Resolution Philosophy • Summary
  4. 4. • The global performance media agency, within Omnicom • Roll-out of Resolution Media practices, launched in 2003 • Made up of 500+ people, across 60+ markets • Hubs in major US cities, London, Buenos Aires, Beijing, Singapore and Sydney • Managed $1.2B+ globally, for search and social media and management in 2012 • Google’s and Baidu’s highest spending global agency • Core services are Audience Insights, Content Planning and Development (SEO and Newsroom), Real-Time Optimization (Paid Search and Paid Social) and Analytics • To form a connected user experience
  5. 5. Advertising AgenciesMedia Services The Trading Desk Resolution is part of the media services agencies, within the wider Omnicom Group of companies: Diversified Marketing AGENCY ALIGNMENT
  6. 6. Content Planning and Development We offer four core services: Audience Insights Data and Analytics Real-Time Optimization • Digital demographics • Targeting opportunities • Social monitoring • Competitive analysis • SEO • Performance- based rapid content creation • Website publishing • Paid search • Paid social • Product listing feeds • Search retargeting • Programmatic buying • Global supertag and DMP • Path to conversion tracking • Cross-channel attribution • CRM in/ out data feeds RESOLUTION SERVICE OFFERING CURRENT
  7. 7. • Resolution is an active industry leader (SIS, SES, SMX speakers, commentators in MediaPost, AdAge, MediaWeek and more) • We write and distribute POVs to clients (then stored on: http://resolutionmedia.com/about- resolution-media) • Our blog is: http://resolutionmedia.com/digital- marketing-blog • Other blogs written by Resolution employees (outside of work) are: • www.BrysonMeunier.com • www.IntellectInteractive.com RESOLUTION THOUGHT-LEADERSHIP
  8. 8. 2012 ThinkLA Interactive Award: Winner For Best Use of Search/Targeting for the Call of Duty: Modern Warfare 3 Campaign – Activision Team 2012 ClickZ Connected Marketing Award: Honorable Mention for Best Use of Search Marketing for the Call of Duty: Modern Warfare 3 Campaign - Activision Team 2011 CIMA Star Award: Best Use of Search – Resolution Media 2010 PROMO’S Interactive Marketing Award: Silver for Clicks to Bricks Search Engine Marketing Campaign for – Pier 1 Team AWARD RECOGNITION
  9. 9. Key Levers for Delivering Global Performance Excellence to Advertisers: Structure A centralized hub to coordinate and fund local, on the ground, specialism Integration Capturing interest triggered by other marcoms, at all stages of the purchase path Technology The combination of people and technology to enable scale and sophistication Campaign Management Locally executed campaigns, delivered off globally consistent foundations RESOLUTION PHILOSOPHY
  10. 10. Global NA APAC EMEA LATAM • Global and regional leadership is set up to mirror client structures • Specific to client needs, Resolution has the flexibility to select on the ground resources, that speak the local languages and specialize in performance media particular to their markets StructureGLOBAL LEADERSHIP AND LOCAL SPECIALISM
  11. 11. MEXICO UNITED STATES VENEZUELA COLOMBIA ECUADOR PERU CHILE BRAZIL ARGENTINA PORTUGAL SPAIN IRELAND UNITED KINGDOM FRANCE GERMANY ITALY POLAND SWEDEN NORWAY HUNGARY FINLAND RUSSIA TURKEY CHINA INDIA Singapore INDONESIA PHILIPPINES TAIWAN JAPAN KOREA HONG KONG THAILAND VIETNAM AUSTRALIA NEW ZEALAND New York Buenos Aires London Beijing S.AFRICA UAE CANADA EMEA Regional HQ is located in London. Local offices Austria Ireland Slovakia Belgium Italy Spain Czech R Netherlands Sweden Denmark Norway Switzerland Finland Poland Turkey France Portugal UAE Germany Romania UK Greece Russia Ukraine Hungary S Africa LATAM Regional HQ is located in Buenos Aires Local offices Argentina Ecuador Brazil Mexico Chile Peru Colombia Venezuela APAC Regional HQs are located in Singapore, Beijing and Sydney Local offices Australia Malaysia China New Zealand Hong Kong Philippines India Singapore Indonesia Taiwan Japan Thailand Korea Vietnam N America Regional HQ is located in New York City Local offices US: Canada: Chicago Montreal Los Angeles Toronto New York City San Francisco From our 4 regional hubs or our 60+ local offices, Resolution can run activity across all markets Resolution has the global footprint to manage campaigns in all markets, around the world OUR GLOBAL PRESENCE Sydney Structure
  12. 12. Local offices Australia Malaysia China New Zealand Hong Kong Philippines India Singapore Indonesia Taiwan Japan Thailand Korea Vietnam Resolution has 70+ specialists, across 14 markets, in APAC RESOLUTION IN APAC Major clients include: Resolution regional hubs are located in Beijing, Singapore and Sydney. The Singapore office contains specialists from across all major APAC markets. Additionally, there are specialists in local Resolution offices too: AUSTRALIA NEW ZEALAND VIETNAM INDONESIA CHINA PHILIPPINES THAILAND JAPAN S KOREA INDIA MALAYSIA HONG KONG TAIWAN Sydney Beijing Singapore Structure
  13. 13. Resolution has 220+ specialists, across 27 markets, in EMEA RESOLUTION IN EMEA GERMANY POLANDNETHERLANDS DENMARK UNITED KINGDOM SPAIN PORTUGAL HUNGARY CZECH REPUBLIC TURKEY BELGIUM SWITZERLAND AUSTRIA ITALY FRANCE IRELAND NORWAY SWEDEN FINLAND RUSSIALocal offices Austria Ireland Slovakia Belgium Italy Spain Czech R Netherlands Sweden Denmark Norway Switzerland Finland Poland Turkey France Portugal UAE Germany Romania UK Greece Russia Ukraine Hungary S Africa LONDON GREECE ROMANIA SLOVAKIA UKRAINE Major clients include: The Resolution regional hub is located in London. The office contains specialists from across all major EMEA markets. Additionally, there are specialists in local Resolution offices too: Structure
  14. 14. Resolution has 20+ specialists, across 3 markets, in LATAM RESOLUTION IN LATAM Major clients include: The Resolution regional hub is located in Buenos Aires. The office contains specialists from across all major LATAM markets. Additionally, there are specialists in local Resolution offices too: ARGENTINA COLOMBIA MEXICO Buenos Aires Local offices Argentina Mexico Colombia Structure
  15. 15. Local offices US: Canada: Chicago Montreal Los Angeles Toronto New York City San Francisco Resolution has 180+ specialists, across the US and Canada RESOLUTION IN NORTH AMERICA Major clients include: The Resolution global HQ is located in Chicago. Additional Resolution offices are located in major US and Canadian cities: UNITED STATES New York CANADA Structure
  16. 16. Media Planning Part of the overall communications mix Campaign Execution Aligned to wider a client’s advertising activity Reporting Driving actionable brand/ communication insights The Model Reporting KPIs that indicate campaign and overall business impact. Also allowing correct attribution and cross-channel analysis/ modeling Search and social aligned to wider advertising messaging and flightings aligned to wider advertising investment How Resolution Fits… A media-wide planning mechanism to ensure that performance media is funded correctly Resolution strives to integrate performance media alongside other advertising vehicles. The below model details our approach: Integration ADVERTISING INTEGRATION
  17. 17. Planning Media plans are informed by the impact that the buys have on search, social and engagement Execution Track search behavior and social buzz to different media buys Reporting Validate the quality of media buys against search behavior, social buzz and engagement rates The Model FULL CIRCLE- SEARCH AND SOCIAL INFORMING WIDER MEDIA Past search impressions, social buzz and onsite engagement rates are considered when creating media plans Search impressions, social buzz and onsite engagement rates are plotted over time and then overlaid by media buys Media buys are assessed based on the impact they have on search impressions, social buzz and onsite engagement rates Integration As the model turns, performance media moves, from just capturing the interest generated by other advertising vehicles, to informing them:
  18. 18. FULL CIRCLE- WIDER MEDIA IMPACT ON SEARCH TV, ESPN, Commercial, National, 6.30PM, 30 seconds TV, ESPN, Commercial, National, 6.30PM, 30 seconds Press, WSJ, ½ Page, National, 12.00AM, 24 hours Aligning search performance with media buys creates intelligence: Integration
  19. 19. Technology Key preferred features on Marin Software are: Resolution utilizes a customized version of Marin: • Access to Marin’s product development, and alpha test opportunities • Seamless integration with Adobe SiteCatalyst conversion data (already applied to some Resolution SEM clients) • Preferred partner pricing Filtering. Functionality to rapidly identify and segment keywords for optimization Dimensions. Search engine accounts (across providers and markets) can be combined within the interface making navigation, optimization and reporting extremely efficient Customized Reporting. Customized online reporting templates and Web Query Reporting for different stakeholders- perfect for clients Bidding Folders. The ability to set auto-bid rules for various scenarios makes managing the tail extremely efficient RESOLUTION’S PREFERRED SEARCH MANAGEMENT TECHNOLOGY
  20. 20. GLOBAL SEARCH Campaign Management Typically, search and social campaigns are created from the ground up for every market that an advertiser wants to reach Origination (N America) • Paid search account structures • Search term and ad-copy generation • Paid search optimization • Website architecture • Content optimization • Link development • Paid social account set-up and targeting • Paid search optimization • Reporting data pulls • Reporting insights • Technology trafficking and QA • Ongoing coordination Origination (LATAM) • Paid search account structures • Search term and ad-copy generation • Paid search optimization • Website architecture • Content optimization • Link development • Paid social account set-up and targeting • Paid search optimization • Reporting data pulls • Reporting insights • Technology trafficking and QA • Ongoing coordination Origination (EMEA) • Paid search account structures • Search term and ad-copy generation • Paid search optimization • Website architecture • Content optimization • Link development • Paid social account set-up and targeting • Paid search optimization • Reporting data pulls • Reporting insights • Technology trafficking and QA • Ongoing coordination Origination (APAC) • Paid search account structures • Search term and ad-copy generation • Paid search optimization • Website architecture • Content optimization • Link development • Paid social account set-up and targeting • Paid search optimization • Reporting data pulls • Reporting insights • Technology trafficking and QA • Ongoing coordination
  21. 21. THE RESOLUTION GLOBAL MODEL Campaign Management A central team can create campaign assets and provide account support functions for all markets. Regional and/ or local teams can translate, transform and localize (TTL) campaign assets and execute in market. Origination (N America) • Paid search account structures • Search term and ad-copy generation • Paid search optimization • Website architecture • Content optimization • Link development • Paid social account set-up and targeting • Paid search optimization • Reporting data pulls • Reporting insights • Technology trafficking and QA • Ongoing coordination Adaptation (LATAM) • Paid search account structures • Search term and ad-copy generation TTL • Paid search optimization • Website architecture • Content optimization • Link development • Paid social account set-up and targeting • Paid search optimization • Reporting data pulls • Reporting insights • Technology trafficking and QA • Ongoing coordination Adaptation (EMEA) • Paid search account structures • Search term and ad-copy generation TTL • Paid search optimization • Website architecture • Content optimization • Link development • Paid social account set-up and targeting • Paid search optimization • Reporting data pulls • Reporting insights • Technology trafficking and QA • Ongoing coordination Adaptation (APAC) • Paid search account structures • Search term and ad-copy generation TTL • Paid search optimization • Website architecture • Content optimization • Link development • Paid social account set-up and targeting • Paid search optimization • Reporting data pulls • Reporting insights • Technology trafficking and QA • Ongoing coordination Through our global model, the quality of our campaigns is consistently high, but repeated tasks are removed
  22. 22. Architecture •Site Hierarchy/URL Optimization •Duplicate Content Elimination •Server Setting Refinement •CMS & Redesign Consultation Content •Priority Page Optimizations •New On-Site Content Development •Content Development for Off- Site Syndication Outreach •Current Inbound Link optimization •New inbound link cultivation •Bookmark/sharing facilitation •Social content utilizations • Keyword Selection: Review of tools, tactics and strategies for identifying, evaluating, refining, prioritizing and assigning keywords for search engine optimization • Architectural Optimization: Detailed overview of site development, coding, server configuration, and website organizational elements that impact SEO and tactics for optimizing these elements • Page-Level Optimization: SEO best practices, including SEO copywriting, for optimizing on- page attributes designed to improve an individual URL’s relevance to specific priority keywords • Inbound Link Development: Review of tools and tactics for effectively evaluating current inbound link network, identifying opportunities, and strengthening page authority Key Components: Campaign Management Consulting and recommendations around: SEO: CONTENT OPTIMIZATION SERVICES
  23. 23. Digital Newsroom Owned Paid Earned Audience monitoring Real-TimeListeningand Analytics Rapid response strategy Publishing and execution Intelligence gathering Campaign Management The digital newsroom rapidly creates trending online content, relevant to our advertisers, for seeding in paid, owned and earned spaces. NEWSROOM: RAPID CONTENT CREATION
  24. 24. PAID SEARCH: A RIGOROUS PERFORMANCE MANAGEMENT MODEL Campaign Management SCOPE is our search management process to ensure 150+ “performance levers” are understood and leveraged at right time and context to drive efficiency and scale.
  25. 25. Discover Goals Plan Strategy Implement Foundation Optimize Performance Measure Insights • Awareness, Engagement, DR Goals • KPIs, Benchmarks • Social Mix: Facebook, Twitter, YouTube, LinkedIn • Analyze historical data • Ad types, landing pages, creatives • Align to broader media plan/flights • Proven campaign structures • Creative versions/iterations • Tracking • Hyper-segmentation • A/B testing • Ad scheduling/rotation • Social bid-algorithms • Daily/intra-day management • Mine performance data • Insights to inform future strategies • Extend targeting criteria, refine • Correlation, attribution Campaign Management SOCIAL: PERFORMANCE MANAGEMENT IN PAID SOCIAL CHANNELS
  26. 26. Insights&Efficiencies IN-SEARCH TRENDS & CORRELATIONS Geo Analysis, Time of Day Analysis, Creative & Landing Page Analysis, Site/Page Engagement Analysis, Product/AOV Analysis, Latent Conversions CROSS-MEDIA CORRELATIONS TV, Print, Radio, Digital Display vs. Search. GRP’s, Flighting, Markets Display Placements/Creatives, Online to Offline (including phone tracking) ATTRIBUTION MODELING • In-Search (Keyword Trail) • Cross-Channel (Search, Display, Email, etc.) • Messaging and Offers BIDDING MODELS AND RULES • Bid Landscape Analysis • Max Bid/CPC Scale and Efficiency Analysis • Custom Bid Rule & Predictive Model Development • Active Bid Rule & Predictive Model Assessment and Adjustment CUSTOMER LIFETIME VALUE Purchase History, Product Preference, Keywords & Cross-Media Paths to Conversion REMARKETING AND CROSS-PROMOTIONS Search Query-based Remarketing (non-converters) and Cross-Promotions (converters) Output Limited Waste Smart In-Search Targeting Ex: 15% efficiency lift Buy Funnel Considered Leverage Awareness Ex: 10% efficiency lift Buy Funnel Known Adjust to Conversion Path Ex: 10% efficiency lift Behavior/Value Known Logical campaign focus Real-time Actions Smarter, efficient bidding Ex: 15% efficiency lift Drive Loyalty Merchandising thru search Ex: 10% efficiency list Campaign Management ANALYTICS: DATA MODELING AND TESTING DRIVES PERFORMANCE
  27. 27. Key Levers for Delivering Global Performance Excellence to Advertisers: Structure A centralized hub to coordinate and fund local, on the ground, specialism Integration Capturing interest triggered by other marcoms, at all stages of the purchase path Technology The combination of people and technology to enable scale and sophistication Campaign Management Locally executed campaigns, delivered off globally consistent foundations RESOLUTION PHILOSOPHY
  28. 28. SUMMARY The global Resolution solution offers: • An existing global model, working for advertisers today • An efficient use of regional and local offices working cohesively • Able to plug into the wider advertising functions
  29. 29. The Resolution cross-market models are already in place, servicing advertisers today: THANK YOU Model: 14 FTEs, across 3 offices, servicing 26 markets, in 22 languages. Stand-out results: Nissan has enjoyed a 1,200% increase in response rate, yet a 92% reduction in cost per lead, since becoming a client in 2010. Model: 34 FTEs, across 11 offices, servicing 160+ hotels. SEM, SEO and Social campaigns are in 22 languages. Stand-out results: Hyatt has enjoyed a 65% increase in ROAS (global average) since switching to Resolution, in Q4 2011. Model (Social media): 8 FTEs, servicing 14 markets, in 12 languages. Stand-out results: Intel has gained 50,000 additional Page Likes, at a 34% lower CPL. People Talking About That (PTAT) has steadily increased MoM. Cost per Download (website conversion) has decreased by 35%. All since launching in Q3 2012.

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