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The Paid Media 15 x 20 - Claire Stanley-Manock - Paid Media Director, connective3

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With over 15 years of Digital Marketing Experience, Claire has an extensive background in navigating the often challenging paid media space. In her presentation she runs through 15 topics such as achieving incrementality, generating revenue from your display, supply chain management and more, all collated and reviewed with the objective of helping you get the most return from your Paid Media spend.

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The Paid Media 15 x 20 - Claire Stanley-Manock - Paid Media Director, connective3

  1. 1. Connected Expertise. Unprecedented Growth. connective3.com
  2. 2. 15 Paid Media Considerations in 20 minutes.
  3. 3. AUTO BUSINESS SERVICES FINANCE RETAIL FMCG TRAVEL PROPERTY EGAMING
  4. 4. Audiences 1
  5. 5. Audiences are one of the most talked about topics in paid media. But audience pools are becoming smaller and less accurate but many audience pools are often outdated. 1
  6. 6. 1 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% 0.16% Audience Contextual Remarketing Audience Contextual Remarketing CTR
  7. 7. Placement A Placement B 1
  8. 8. 2 Combine audiences for maximum impact.
  9. 9. 2
  10. 10. 3 Share audience and performance insights across teams
  11. 11. CRM Data PPC Paid Social DisplaySEO Outreach Keyword Performance Google audience insights Message Testing Lifestyle audience insights Message insights Image insights Multi audience insights Message & Image insights Domains insights Keyword performance Competitor market share Content performance Topic interest Sentiment Share of voice 3
  12. 12. 4 Premium environments are the number one factor for driving ad attention.
  13. 13. 4 (Source: IAB Rules of attention study July 2019)
  14. 14. 5 6 7 Location, location, location • 97% increase in attention for in read ads Clutter • Attention drops by 58% if the number of ads on screen is 3 or more. Targeting • Quality targeting boosts attention by 107% Fit for purpose • Ads optimised to desktop / mobile device boosted attention by 89% 8
  15. 15. 9 So you’ve got a great media plan, now what about the creative?
  16. 16. 9 Digital Media creative is often an after thought.
  17. 17. 70% of a campaigns performance is attributable to creative 9
  18. 18. MRI Scans how us when evaluating brands, consumers primarily use emotions rather than information 9 (Source: University of Doha: emeraldinsight.com/doi/abs/10.1108/JPBM-12-2014-0774)
  19. 19. 9
  20. 20. 9 CTR: 3.5% Benchmark: 0.1% CPC: lower than PPC
  21. 21. +266% CTR +196% Conv Rate 9
  22. 22. 10 Proving display campaigns are delivering performance can be tricky.
  23. 23. Consolidate your media data Optimise against viewability Buy media on a different metric e.g. CPIVI or CPIV Consider higher quality inventory 10
  24. 24. 11 Make more of your PPC campaigns through personalisation.
  25. 25. 11 Foreign Currency Exchange Personal account users Corporate account users Onsite Personal Pages Onsite Corporate Pages Personal account rate Corporate account rate Audience Targeting Message +150% CTR +125% Conv Rate Retargeting
  26. 26. Audi Q5 Boy Racers Expectant Mums Older generation Auto Enthusiasts In-market for strollers 60+ BHP and tech Safety + Reliability Safety and MPG Audience Targeting Message Prospecting 11
  27. 27. 12 Let Google’s DeepMind do the PPC heavy lifting
  28. 28. 12
  29. 29. 13 Get your data house in order.
  30. 30. 13 To see success you first need to know what success looks like..
  31. 31. 1. Multiple attribution models 2. 2 points of truth 13 3. Link your media and CRM 4. Track beyond the CPA
  32. 32. 14 Ensure any commercial agreement works for both you and the agency
  33. 33. 0% 20% 40% 60% 80% 100% 120% Supplier buys DSP Agency fee Agency Rebate Media 14
  34. 34. 14 Black Friday Searches
  35. 35. 15 Agencies often spend more time on campaign admin than they spend on strategy and insight
  36. 36. 15 2x increase in campaign planning productivity 29% faster media plan development 40% faster reporting & analytics 17% faster ad server management 83% faster financial reconciliation 60% reduction in errors
  37. 37. Claire Stanley– Paid Media Director 0333 4559300 claire@connective3.com connective3.com

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