Short Changing Your Success?


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7 Things That Are Short changing Your Online Marketing Success

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Short Changing Your Success?

  1. 1. Shortchanging Your Success? <br />Common Strategic Slips In Digital Planning <br />Nick Talbert | Director, Communication Strategy<br />@nicktalbert | @mediamind<br />
  2. 2. MediaMind Context <br />Global Offices:41<br />Your Logo<br />Countries Served: 63<br />Advertisers:9000<br />I’m still concerned about my account <br />Monthly Impressions Served: 60 Billion<br />I’m not convinced <br />Little better<br />Unique Users: 750 Million<br />Ok, that’s big <br />Ok Ok…I get it, scale isn’t an issue <br />Server Request per Second:50 Thousand<br />Network Bandwidth: 16 Gigs per second<br />
  3. 3. DG’s Digital Armada<br />Neutral Technology Partner<br />Multi-Screen, Cross-Channel<br />Enhanced Service Level <br />(+ Eyewonder&Unicast)<br />
  4. 4. Agenda <br />
  5. 5. Disclaimer<br />The following are all real life examples… but some of the names have been changedto protect the innocent <br />
  7. 7. Campaign Results - CTR<br />* MM US Benchmarks per site, 2010<br />
  8. 8. Campaign had a high average frequency at 3.8<br />Publisher A placements had an average frequency of 22<br />Relatively low ratio of reach to frequency<br />R&F Can Create False Results <br />
  9. 9. Optimal Frequency <br />ROI by frequency<br />Optimal Frequency ROIis calculated by looking at the average conversion rate combined with the CPA goal and average cost of media. <br />The break even point is at 100% ROI. This is when costs and revenue are equal. <br />Scenario C<br />Campaign Goal: <br />$20 CPA<br />Avg. Media Cost:<br />$2 CPM<br />Scenario A<br />Campaign Goal: <br />$40 CPA<br />Avg. Media Cost:<br />$10 CPM<br />Scenario B <br />Campaign Goal: <br />$40 CPA<br />Avg. Media Cost:<br />$5 CPM<br />
  10. 10. Correlation To Frequency And CTR <br />After frequency of 5, CTR dropped considerably <br />Frequency levels over 5 accounted for 39% of impressions, but only accounted for 3.7 % of the clicks<br />Over 3,000,000 impressions were served to frequency levels above 30<br />
  11. 11. WASTING RE-TARGETING<br />Opportunities?<br />
  12. 12. the worst mistake<br />businesses can make in<br />modernmarketing<br />is allowing customers <br />to slip off the radar<br />
  13. 13. Basic Retargeting Yields Basic Results<br />General Retargeting Ad<br />Out of the total Display conversions, this is the % of conversions that contained one or more Search ads<br />General Retargeting Ad<br />General retargeting yields slightly above average CTR<br />© 2011 MediaMind | A division of DG | All rights reserved<br />
  14. 14. Smarter Retargeting Yields Record CTR<br />Huge CTR<br />Increase!<br />1.5%<br />0.18%<br />Basic Retargeting <br />Advanced Retargeting <br />© 2011 MediaMind | A division of DG | All rights reserved<br />
  16. 16. Understanding Available Data for Segmentation<br />Available From Publisher Or 3rd Party<br />Available Through Ad Server <br />Geography <br />Retargeting<br />Demographic<br />Keyword Or Intent Data<br />$$<br />$$$$<br />55+<br />18-24<br />
  17. 17. Geo-Targeting Increased KPIs by up to 69%<br />69%<br />27.4%<br />27.4%<br />increased dwell time (sec.)<br />Frankfurt - Marseille<br />Kiel - Innsbruck<br />Aachen - Marseille<br />Using Smart Versioning, copy/images were dynamically updated, via an IP lookup, to include user’s current location.<br />Geo-targeted banners promoted driving to their "sister metropolitan" area without having tore-fuel<br />Dwell time went through the roof jumping 27.4% over benchmarks at a lower production cost<br />S.V.<br />S.V.<br />Benchmark*<br />Benchmark*<br />Avg. Dwell Time (sec.)<br />Avg. Dwell Rate<br />* European Auto Benchmarks<br />Smart Versioning<br />© 2011 MediaMind | A division of DG | All rights reserved<br />
  18. 18. Segmentation of Digital Audiences <br />media plan<br />interacted with marketing<br /> not interacted with marketing<br />engaged with an ad<br />not responded to previous offer<br />visited the website<br />has never seen an offer<br />
  19. 19. Using Segmentation <br />Version A<br />Version B<br />never seen offer<br />seen a previous offer<br />visited the web<br />engaged with ads<br />Version C<br />Version D<br />
  20. 20. Segment Retargeting<br />Site Visitors<br />Browsed for Products<br />Placed Item/s in Cart<br />Completed a Purchase<br />$1<br />$5<br />Do Not Retarget<br />
  21. 21. Category Retargeting<br />Site Visitors<br />Browsed Product Category A<br />Browsed Product Category B<br />Browsed Product Category C<br />$10<br />$5<br />$20<br />
  22. 22. User Retargeting<br />Site Visitors<br />Browsed Products A,B,C<br />Browsed Product B<br />Browsed Product C<br />$1<br />$1<br />$1<br />Highest Value Product*<br />Product B<br />Product C<br />* MM stores up to last 5 products<br />
  23. 23. CROSS-PROMOTION<br />AND UP-SELLING?<br />
  24. 24. Group Product Around Consumers<br />Credit Cards<br />Home Loans<br />Investment Services<br />Checking Account<br />
  25. 25. Synch Multiple Products Across All Channels<br />Credit Cards<br />Home Loans<br />Investment Services<br />Checking Account<br />Products<br />Channels<br />Acquisition<br />Activation<br />Services<br />Retention<br />Credit Cards<br />Home Loans<br />Invt. Services<br />CK Accounts<br />Search<br />Display<br />Rich Media<br />Email<br />a<br />B<br />C<br />D<br />
  26. 26. Creative<br />B<br />Creative<br />A<br />Creative<br />C<br />A / B Testing?<br />
  27. 27. Good Testing And The Waste Of Time…<br />Prices in the copy increased CTR by 67% over campaign average<br />The CTA ‘Shop Now’ was more effective at driving clicks by 61%<br />The 300x250 was nearly 70% more effective than campaign average<br />Adding 2 CTAs increased the CTR by 85 %<br />Messages with1-2 lines per headline, generally did well compared to the campaign average , by nearly 40% <br />The One Perfect Ad<br />
  28. 28. Case Study: Optimization<br />Tourism Australia utilized six unique banners highlighting different vacation activities:<br />447%<br />improvement in CTR<br />0.82%<br />90% Rotation<br />90% Rotation<br />90% Rotation<br />90% Rotation<br />Weeks 1 – 2<br />All Creative Running<br />Week 3<br />Week 4<br />Week 5<br />Week 6<br />10% Rotation<br />10% Rotation<br />10% Rotation<br />10% Rotation<br />0.15%<br />Before Smart Versioning<br />Smart Versioning<br />© 2011 MediaMind | A division of DG | All rights reserved<br />
  29. 29. Awareness as anObjectivein Digital?<br />
  30. 30. Blind Awareness<br />
  31. 31. Creating A Doomed Funnel?<br />© 2011 MediaMind | A division of DG | All rights reserved<br />
  32. 32. The Ideal Funnel<br />Visited website, and interacted with ads<br />Never interacted, new customer<br />Some interaction, no conversion<br />Change of direction<br />End of the Funnel<br />Group A<br />Group B<br />Group C<br />Group D<br />Consumer Purchase Cycle - Automotive <br />
  33. 33. Emphasis Placed On One Or The Other<br />Awareness<br />Conversion<br />
  34. 34. The Effects Of Branding On DR <br />In April 2011, IPSOS and Sensory Logic did a study the effects of DR metrics when ‘branding’ style creative objectives/tactics were added to the campaign <br />Campaigns were from aggregated and then creative was isolated into categories 40 different heavy online advertisers within 10 different verticals <br />
  35. 35. Relating Brand Metrics to Desired Action<br />Dwell is a brand metric, measuring time spent ‘interacting with ad’<br />Study shows correlation with campaigns with high dwell (Avg. 43 sec) and the increase in desired consumer actions <br />Study was a combined effort between MediaMind and Comscore<br />
  36. 36. Control Consumer Creative Experiences <br />Apply ad settings across campaign apply to audience cookies, not placements<br />Ex. Sequencing across publishers <br />1<br />2<br />3<br />Ad Settings<br />Sequencing <br />Frequency Capping <br />Geo-Targeting <br />Retargeting <br />Keyword Targeting<br />Demo Targeting<br />Ex. Frequency capping across publishers <br />Rich<br />Rich<br />Standard<br />
  37. 37. Summary <br />
  38. 38. Online Marketing Suite<br />Developer<br />Tools<br />Tracking& Analytics<br />Demand<br />Side<br />Platform<br />Ad<br />Serving<br />Planning& Buying<br />Dynamic<br />Creative<br />Rich Media<br />MediaMindBlocks<br />MediaMindAnalytics<br />Smart Trading<br />Smart Planning<br />Smart Versioning<br />Standard Serving<br />MediaMind Workshop<br />Channel Connect<br />In-stream Video<br />MediaMindMobile<br />
  39. 39. For additional questions: @nicktalbert| @mediamind<br />Thank You<br />