Performance marketing seppe frooninckx 210513

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Presentation for IAB Atelier Advanced (minimum level of marketing experience of 3 years) about Performance Marketing online.

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Performance marketing seppe frooninckx 210513

  1. 1. Performance MarketingIAB Atelier Advanced21 May 2013Seppe Frooninckx@seppefr+32 497 88.46.34
  2. 2. € 3.000.000€ 3.200.000€ 3.400.000€ 3.600.000€ 3.800.000€ 4.000.0002008 2009 2010 2011 2012Belgian advertising investments (In 1.000 Euro’s)Evolution of advertisingSource: MediaXim
  3. 3. 3,6 billion market
  4. 4. Role of Display
  5. 5. Google says…
  6. 6. Google says…
  7. 7. Google says…
  8. 8. Online display advertising:changes
  9. 9. Online display: how?
  10. 10. Online display: how?
  11. 11. Online display: how?
  12. 12. BELGIANOPPORTUNITIESOnline display: how?
  13. 13. Change the DNADISPLAYADVERTISING- Reach- Price- RelevanceDISPLAY ENGINEMARKETING- Data- Analysis- Optimization knowledge- Transparency
  14. 14. Programmatic buying: benefits
  15. 15. Constant optimization
  16. 16. More data
  17. 17. NO TARGET SOCIO-DEMO TIMING CRMX XReal-Time Bidding
  18. 18. CASE: online purchase moments
  19. 19. CASE: online purchase moments050100150200250300Maandag Dinsdag Woensdag Donderdag Vrijdag Zaterdag zondagFinance & InsuranceTotaal aankopenTIMINGS06:00 - 09:0009:00 - 11:3011:30 - 13:3013:30 - 16:3016:30 - 19:0019:00 - 23:0023:00 - 02:0002:00 - 06:00
  20. 20. CASE: online purchase moments050100150200250300Maandag Dinsdag Woensdag Donderdag Vrijdag Zaterdag zondagTelecomTotaal aankopenTIMINGS06:00 - 09:0009:00 - 11:3011:30 - 13:3013:30 - 16:3016:30 - 19:0019:00 - 23:0023:00 - 02:0002:00 - 06:00
  21. 21. Manual + programmatic buying:holistic view
  22. 22. Programmatic?Cheap UnsoldNon-transparentSPAM
  23. 23. Programmatic?Cheap UnsoldNon-transparentSPAMSource: article on iMedia Connection (10/01/13)
  24. 24. “Programmatic buying is more efficient,more effective and more transparent thanthe traditional digital media buying model.”Source: article on Search Engine Land (13/02/13)Bob Arnold – Associate Director of Digital Strategy (Kellogg)
  25. 25. Manual?
  26. 26. Real-Time BrandingSource: article on Search Engine Land (13/02/13)
  27. 27. Real-Time BrandingSource: article on Search Engine Land (13/02/13)
  28. 28. Real-Time BrandingSource: article on Search Engine Land (13/02/13)1771- 7,8 km/h- unknown- steam2013- 408,84 km/h- 1.001 PK- 8.0L
  29. 29. Improved ROI?Source: article on Search Engine Land (13/02/13)
  30. 30. AWARENESSCONSIDERATIONCONVERSIONLOYALTYADVOCACYThe holistic view
  31. 31. The holistic view
  32. 32. The holistic view
  33. 33. CASE: Top 3 TELECOMCampaign 1Online branding: 3 Homepagetakeovers- GOAL: branding- Period: 6,5 weeks- No historical data- Banner type: HPtakeoversCampaign 2Started 1,5 month aftercampaign 1, no HP takeovers- GOAL: branding- Period: 6,5 weeks- Historical data ofcampaign 1 available- Banner type: standardbanners with brandingobjectivesSource: Pervorm campaign
  34. 34. CASE: Top 3 TELECOMCampaign 3Structural continuous sales campaign- GOAL: sales- Period: continuous- Banner type: standard bannerswith sales objectivesSales campaign 3 = The structural sales campaign during the first branding campaignSales campaign 3 = The structural sales campaign during the second branding campaignSource: Pervorm campaign
  35. 35. Acquisition objectives helpdefine the creative
  36. 36. CASE: multivariate testing
  37. 37. AnimatedCASE: multivariate testing
  38. 38. CASE: multivariate testing
  39. 39. CASE: multivariate testing
  40. 40. The extra mile
  41. 41. CASE: creative evolution
  42. 42. CASE: creative evolution
  43. 43. CASE: creative evolution
  44. 44. CASE: creative evolution
  45. 45. CASE: creative evolution
  46. 46. ++=CASE: creative evolution
  47. 47. Understand the metrics toevaluate and do it continuously
  48. 48. Evolution.
  49. 49. - Viewers vs journalists- Consumers vs marketersEvolution.
  50. 50. Who to trustSource: David Cooperstein from Forrester research
  51. 51. Adaptive marketingRetailMobileCustomerServiceCRMOffline mediaeCommerceInteractiveMediaSocial initiativesSource: David Cooperstein from Forrester research
  52. 52. Metrics in theory
  53. 53. Metrics in real life: EnergyBackground:1. Top 5 Energyadvertiser2. Period of 34weeksObjectives:1. Increase #conversions2. Decrease CPAMetrics:1. CTR2. Bounce rate3. CCR4. AB-testingResults:1. Decrease CPAwith 40%Source: Pervorm campaign
  54. 54. Metrics in real life: The Sedin twinsSource: Vancouver Canucks
  55. 55. Metrics in real life: The Sedin twinsSource: Vancouver Canucks
  56. 56. Metrics in real life: The Sedin twinsSource: Vancouver Canucks
  57. 57. Metrics in real life: The Sedin twinsSource: Vancouver Canucks
  58. 58. - Focus on swing voters- Remember your ground game- Adaptive marketing is rising- Long-form content can persuadeMetrics in real life: American electionsSource: Brand Media Strategy
  59. 59. People.
  60. 60. Seppe Frooninckx@seppefr+32 497 88.46.34

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