How Trinity Mirrors "optimised" portfolio can help Air Transat deliver ROI

1. 2017
Campaign Optimisation

2. Agenda
Why Optimisation?
Delivering on Your Goals.
Summary.

3. What is Optimisation?
“Optimisation is the process of refining the positions to
which your ad serves to ensure that it reaches the most
relevant audiences.”

4. Why Optimisation?
Our Fully Managed Optimisation service provides a Low Cost, High
Impact strategy for your digital campaigns, freeing up your time to
focus on other areas and ensuring the highest response possible for
your client.
Impactful Display
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Optimised Performance
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In Depth Reporting
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5. Agenda
Why Optimisation?
Delivering on Your Goals.
Summary.

6. Your Campaign Goals & Brief
To promote Air Transat flights to Toronto & Canada. The campaign will
focus on flight tickets
The target audience are likely to be demographics AB, city travellers,
female bias aged 40’s - 60’s. Couples more than families. Perhaps, first
time to Canada.
Targeting Gatwick airport, Glasgow and Manchester greater region.
Audiences who are; Explorers, adventurous and perhaps interested I
shopping, music, food & cuisine, arts and entertainment, festivals.
Drive traffic to website, enquiries and sales of tickets.

7. Achieving Your Goals
Your dedicated Optimisation Specialist will hand-hold your campaign and ensure
that the campaign receives the highest possible response.
They will refine, monitor and enhance your campaign to ensure that only the most
suitable placements, devices and positions are targeted.
Through the use of advanced contextual, behavioural and geo targeting your
specialist will ascertain the optimum targeting mix.
You will receive a detailed end of campaign report, outlining targeting metrics used,
best performing audiences and content, summarised with recommendations for your
next campaign.

8. Roll out
Refine
Test
Audience segments
Locations
Messaging
Device
Time of day
Day of week
Platform
Creative
Harvesting data
How Optimisation Works?

9. 159localbrands
3 nationalbrands
Source: Comscore Jan-Jun 2016 Average Multi Platform
Excluding Scotland
26.8m monthlymulti-
platformaudience(UUs)
As an optimised campaign we have the flexibility to target your
audience across the network of Trinity Mirror sites at no additional
cost.
Trinity Mirror Publications

10. Optimisation: Key Publications
Manchester Evening News, Birmingham Mail,
Glasgow Live. However we will not restrict to
these titles only and will set across the Trinity
Mirror network and GEO targeted to the key
areas identified.
Your campaign will be placed on key Trinity
Mirror and Local World publications in and
around your desired catchment areas.
We have identified these as:

11. ‘Frequent travellers’
‘City Breaks’
‘What’s On’
‘Entertainment Music’
‘Food eating out’
‘Entertainment Films’
‘Summer’
‘Shopping’
Optimisation: Through Contextual Targeting
We will use channels such as:
These contains a number of key
words that can match your ad
with relevant articles.
We can use certain channels which can target your ad
alongside a relevant article. The Key is in the
words…Grapeshot searches and analyses keywords
and their relationship to each other in real time, so you
can match your advertisers’ messages to relevant
content instantly.

12. Optimisation: Example Contextual Targeting
Example contextual channel to be used:
‘bespoke city_ breaks’ channel
Here are just some of the keywords used in
the channel.
Red highlighted – Negative words which will
not be associated with the channel.
Grapeshot provides insight into what type of
content is delivering the best response for
you. This insight is then used to optimised to
your campaigns.
We will also run all channels to find out the obscure channels and make our very own channel
tailored to your products. We will create a bespoke ‘Virgin Balloon Flights’ contextual channel.

13. Adult
Animal Cruelty
Plane Crash/Missing Flights
Crime
Death and Injury
Travel Chaos
Drugs
environment
Hate Speech
Military
Obscenity
Supermarkets
Tobacco
Terrorism
Optimisation: Brand Safety
We will can exclude channels such as:
Please let us know if you have any bespoke
exclusion requests.
Contextual targeting also provides instant brand
protection from damaging content. We use machine
learning to automatically update the weights of words
and phrases, each of our segmentations are kept
current and precise.
We have created verified negative segments that we
can “exclude” from your campaign, any pages
matching these segments and keywords will be
automatically excluded from your campaign.

14. Optimisation: Engaging Audience
Grapeshot technology will provide insight into what type of content is delivering the best
response for you.
This insight will be used to optimised to your campaigns.

15. Optimisation: Audience Targeting
Audiences likely to be interacting with your
campaign:
We can target your campaign based on
demographic, lifestyle and psychographic data
profiles across the Trinity Mirror network of sites.
The audiences delivering the highest response to
your campaign will then be optimised to maximise
branding and response.

16. Optimisation: Example Audience Targeting
North America Holiday Fan
2,309,342 Unique’s on the Trinity Mirror
Network in the last 30 days.
55% Males 45% Female
Highest Index 45 to 54 years of age
Married
Other High Scoring Behaviours
Waitrose
M&S
Youtube
Volkswagon

17. Optimisation: Targeting and Metrics
Time of day targeting.
Day of the week targeting.
Frequency capping (amount of times the same
user sees the ad).
Section of the site targeting.
Device targeting (Tablet, Desktop and Mobile).
Browser targeting (i.e. ipad, windows 7).
Geo targeting.
Creative optimising.
Moat (interaction rate with the advert, hover rate).
Your campaign will be optimised using a blend of targeting methods to increase your
response and exposure:

18. Full Post Campaign Reporting
Awareness
Engagement
Response
✓ Impressions
✓ Clicks to client website
✓ Campaign interaction rate
✓ View ability
✓ Video views
✓ Audience insight
✓ Contextual Insight
✓ Location performance
✓ Heat Maps
✓ Creative Optimisation
Your detailed end of campaign report will
include a mixture of the above.

19. Benefits of optimisation service
On top of the bespoke audiences and channels that we are able to create,
you will also benefit from the range of services that come as standard from
the Optimisation product:

20. Summary
The Optimisation Service can deliver highly
targeted campaigns to a mass audiences in
brand safe environments.
Communicate your core value and key points
of difference through engaging content and
reach the right audience.
Drive response and ensure the maximum
impact for your campaign with a fully
managed optimised campaign.
In depth end of campaign report with
recommendations for future campaigns
Roll out
Refine
Test