6. Finding the right audience
Advertiser Website
Social Plugin:
- Demographic
- Interest
Recommendation
Engine:
- Cross-sell
Display/Video:
- Browser
- Geographic
- Time
- OS
- Frequency
Me want it!
Needs to be cookied Registration Data
24. Engagement Hierarchy Actions
Action type Examples
View Lightbox view
Interact
Photo/content gallery, video plays, tab interactions, clicks
to site
Respond Rate, vote, comment, answer questions, polls
Request Request additional information, ask questions
Share Share the brand content via social media/email
Create
Upload content/photo/video, participate in brand-
related assignments/ contest
Extend
Sign up to newsletter, sign up for an offer/promotion,
express a purchase interest, download a widget, like
brand FB page
26. The result:
Engagement scoring is an
integrated approach that helps-
1.Assess user behaviour aligned
to the brand objectives and
their place in the purchase
funnel
2.Understand the magnetism of
various types of content and
optimize for better conversions
1. Brand advertising is getting complicated. Due to multiple reasons. Eg. Various targeting. Multi channels, multi platforms. Scattered data. 2. 60% of the people can't remember the last as they saw. Why? Irrelevant. Un-engaging.
We talk a lot about technology convergence, but it is still disparate and synergizing this is still tricky.
[4:36:36 PM] Denise Tan: With the range of online resources available, the digital path to purchase is more complex than ever as each customer takes a different path while evaluating buying options.
The New rules. The old idea - programmatic buying used for direct response. The new idea- brands use programmatic platforms to buy media to achieve brand objectives.
Begin by getting the right audience. - collecting( social plugins, 1st/3rd party), compiling, organising data. - making sense of data - segmenting, creating personas, etc. - with the power of data you can - Rtb. DSP. SSP. Exchanges. Retargeting. Recommendation retargeting etc.
Right audience is good for performance but a bit trickier in the context of branding.
Because we talk about things like car, consideration and favorability is the key (brand experience is the key)
Right audience is a lot about paid media.
What we want to do is extend to owned and earned and transcend this seamlessly.
Edward: thus transforming your audience into your main media.
You can use the original
Then introduce our own
Premium
Network
Network continue
RTB
Part where Verbal case study is used to reinforce the theory. Phrase this better or something, But this is only half
Transition to Engage+
The landscape has changed today and consumers are also part of the media process
Measuring engagement. The traditional: ctr, cpc, cpm. Etc. The revolutionary: the 7 levels of engagement. Macau example again
Because when we run a campaign, we are restricted by the confines of CPM, CPC, CPA still.
How about when they share? How about when they participate?
For want of a better metric.
The result: seamlessly integrating, extending and measuring campaigns across poem.
