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2023 Playbook
for Q4 and
Holiday Success
Session 1
10am PT | 1pm ET
Be Where Your Audience Is: Using
Conversion- Driven Channels to Move Up
the Funnel
Session 2
11am PT | 2pm ET
Leveraging Measurement for Effective
Audience Targeting and Optimization
Session 3
12pm PT | 3pm ET
Q4 Success Secrets: The Essential
Elements of Operations and Fulfillment
in the Holiday Rush
Session 4
10am PT | 1pm ET
Bridging the Gap Between Engagement
and Post-Click Conversions
Session 5
11am PT | 2pm ET
Conquering Amazon in Q4: Winning
Strategies for Maximizing Search,
Display, and Sponsored Products
Session 6
12pm PT | 3pm ET
Optimize Holiday Conversions by
Leveraging First-Party Data Across
the Funnel
Wednesday, August 16, 2023 Wednesday, August 23, 2023
P A R T 1 P A R T 2
Bridging the Gap
Between Engagement
and Post-Click
Conversions
Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
Katherine Bishop
Marketing Webinars Specialist
WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speakers
JON OBERLANDER
Executive Vice President,
Paid Social
VANSH TALWAR
Vice President, Growth
Agenda
● The Funnel and APM
● Finding Performance Wins for Starz
● Examples
● How to and Key Takeaways
● Q&A
8
What is your biggest concern going into
the holiday season?
● Economic conditions affecting consumer
spending
● Ensuring sufficient inventory
● Standing out in a crowded marketplace during
the holiday rush
● Ad campaign effectiveness
● Adapting to changing consumer behavior
POLL
What is your biggest challenge right now
related to post-click conversions?
● Effectively tracking and attributing conversions to specific
engagement sources.
● Choosing the right KPI to manage to and measure
● Creating landing pages that effectively guide engaged users
toward desired conversions.
● Precisely targeting the right audience to maximize
engagement and subsequent conversions.
POLL
Rethinking the Funnel
How relevant is the ad? Are we meeting a
prospective customer at their current level of intent?
AWARENESS
CONSIDERATION
CONVERSION
11
VIEWING AN AD AND LANDING PAGE AS A SINGULAR EXPERIENCE
Does the post-click experience match the promise
of the ad? Is the prospect having a consistent
experience?
Are there blockers to purchase that we can address?
How can we remove mental friction points?
Using APM
to measure
effectiveness
WHAT IS APM?
A metric of Yield - Conversions per Impression
FROM AD TO SITE
Getting more customers to your site might sound
like the right idea, but these are potential customers.
You need to activate them!
FROM SITE TO CONVERSION
● By owning the landing page, your creative
flexibility at the ad level expands
● The right funnel for an individual consumers
answers the questions “why now”
● Match funnel shape with consumer intent
12
Starz + Tinuiti
Summary
● Starz is a Premium Cable network producing first-run
original television series
● Starz launched a standalone OTT DTC application in
2016
13
Case Study
Partnership Evolution
● The partnership has spanned more than 5 years!
● In 2017, Ampush and Starz worked to scale the
OTT product and included full scope of branded
digital services, creative, LPs, & analytics
● Today, Tinuiti serves as innovation arm for Starz
with work on experimental creative and
differentiated landing page experiences
UNIFYING AD & NEXT STEP
Increased consistency for a
prospective customer
CAPITALIZE ON TENTPOLES
Make timely landing pages to capitalize
on big events or promotions
14
Categories to Consider
INTERACTIVE & OTHER VOICES
Build experiences that cater to the
“Browser” or “Explorer”
15
Standard Buy Flow
Traditionally, ads went to a
standard funnel
16
RESULTS
When combining ad and landing page content thematically, it
led to a 25% higher conversion than non-unified experiences
during the testing period.
HYPOTHESIS AND TAKEAWAYS
Unifying the initial ad users see and the landing page they
come to will help increase user intent.
Ad
Landing Page
Unified Thematic Experiences
Drives 25% Higher Conversion
17
RESULTS
During the Outlander Premiere weekend, having a show
specific page & creative pairing led to a 76% higher CR than
the evergreen non-show specific funnel.
HYPOTHESIS AND TAKEAWAYS
By creating a funnel branded towards and focused on major
tentpole events (such as a premiere or holiday season), we
can capitalize on seasonal intent and increase CR/APM.
Tentpole specific LPs capitalize
on timely intent for 76% lift
Premiere LP
18
RESULTS
Wheel of STARZ drove 60% higher conversion than control on
evergreen traffic. It was unsuccessful on higher urgency
offers.
HYPOTHESIS AND TAKEAWAYS
Differentiated & fun experiences, like spinning a wheel,
increase click-through rate and prospects on content
In the absence of promotions, highlighting breadth & quality
of content through interactive material, combats fatigue &
works
During promotional offers, breadth of content/interactive
funnels distract and add friction
Control Test
During slow periods, interactives
answer “why now”
19
RESULTS
HeresTheRoyalTea drove a 138% higher CR than a more
generic 2P handle on historic content.
HYPOTHESIS AND TAKEAWAYS
The look and feel of an overall website can help build trust
and increase CR for your target audience.
Micro-optimizing by building out different content handles
and websites for different audiences increases conversion
over generic.
This is an incremental lever to help scale media spend.
Generic HeresTheRoyalTea
Targeted 3rd Party Voices Can
Reach Incremental Audiences
20
So how do you make this happen?
INTEGRATED
MARKETING TEAM
BEGIN A CYCLE OF
EXPERIMENTATION
CRO & Landing Page Optimization
21
AUDIT
PRIORITIZATION
RESEARCH, BUILD
& TESTING
SPRINTS SCALE
REPEAT PROCESS
Iteration and
Optimization
Learning
1 2
3
22
Getting started: Prioritization
Assess Best Practices
Evaluate CTA placement, page
load speed, value props, and
user journey.
Competitor audit
Scour internet for direct
competitors and collect
learnings
User interviews
Conduct live interviews to
understand user’s perception of
product and pain points.
Audit Prioritization
Identify largest opportunity
areas
Get to work!
ICE Framework
Balance impact, confidence,
and ease to create a prioritized
backlog
Innovation
Turn opportunities into solutions
Brainstorm
Work collaboratively and draw
inspiration from other sources to
address opportunity areas.
23
Build
Design mocks on Figma and use
collaboration tools for feedback
Design Build
Landing pages
• In-house build React-based framework
for rapid delivery
• AWS S3 with CloudFront
• Conversion / Purchase Funnel
Integration
• Front end and server side personalized
experiences
Tinuiti engineering builds tests on a new
subdomain (e.g. hello.company.com) for
streamlined building and testing
Tracking
• Browser or Server Side Pixel Events
• Clickstream data pipeline
24
Qualitative and Quantitative Assessment
User recordings
What are users looking for? Where are
they getting the most frustrated?
Heatmaps
Where are users clicking? How far
down the page do they go?
Funnel Analysis
Where are users dropping off? Where
can we potentially address concerns?
Key Takeaways
1. More traffic doesn’t always mean more
sales
2. Consider the user journey from
impression to conversion as one
wholistic activity
3. Try landing pages that allow you to hook
a user differently in your ads and
compound wins
4. Build a growth loop around
experimentation
Schedule Your
Consultation
with a Paid Social
Expert
Q&A
JON OBERLANDER
Executive Vice President,
Paid Social
VANSH TALWAR
Vice President, Growth
The Q2 2023
Digital Ads
Benchmark
Report
VIEW TINUITI’S LATEST RESEARCH
Session 1
10am PT | 1pm ET
Be Where Your Audience Is: Using
Conversion- Driven Channels to Move Up
the Funnel
Session 2
11am PT | 2pm ET
Leveraging Measurement for Effective
Audience Targeting and Optimization
Session 3
12pm PT | 3pm ET
Q4 Success Secrets: The Essential
Elements of Operations and Fulfillment
in the Holiday Rush
Session 4
10am PT | 1pm ET
Bridging the Gap Between Engagement
and Post-Click Conversions
Session 5
11am PT | 2pm ET
Conquering Amazon in Q4: Winning
Strategies for Maximizing Search,
Display, and Sponsored Products
Session 6
12pm PT | 3pm ET
Optimize Holiday Conversions by
Leveraging First-Party Data Across
the Funnel
Wednesday, August 16, 2023 Wednesday, August 23, 2023
P A R T 1 P A R T 2
Thank you!

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Bridging the Gap Between Engagement and Post-Click Conversions

  • 1. 2023 Playbook for Q4 and Holiday Success
  • 2. Session 1 10am PT | 1pm ET Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the Funnel Session 2 11am PT | 2pm ET Leveraging Measurement for Effective Audience Targeting and Optimization Session 3 12pm PT | 3pm ET Q4 Success Secrets: The Essential Elements of Operations and Fulfillment in the Holiday Rush Session 4 10am PT | 1pm ET Bridging the Gap Between Engagement and Post-Click Conversions Session 5 11am PT | 2pm ET Conquering Amazon in Q4: Winning Strategies for Maximizing Search, Display, and Sponsored Products Session 6 12pm PT | 3pm ET Optimize Holiday Conversions by Leveraging First-Party Data Across the Funnel Wednesday, August 16, 2023 Wednesday, August 23, 2023 P A R T 1 P A R T 2
  • 3. Bridging the Gap Between Engagement and Post-Click Conversions
  • 4. Today’s Logistics Recording & slides will be in your inbox tomorrow Download relevant resources Join our chat and submit questions for live Q&A Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Webinars Specialist
  • 5. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 1000+
  • 6. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 7. Our Speakers JON OBERLANDER Executive Vice President, Paid Social VANSH TALWAR Vice President, Growth
  • 8. Agenda ● The Funnel and APM ● Finding Performance Wins for Starz ● Examples ● How to and Key Takeaways ● Q&A 8
  • 9. What is your biggest concern going into the holiday season? ● Economic conditions affecting consumer spending ● Ensuring sufficient inventory ● Standing out in a crowded marketplace during the holiday rush ● Ad campaign effectiveness ● Adapting to changing consumer behavior POLL
  • 10. What is your biggest challenge right now related to post-click conversions? ● Effectively tracking and attributing conversions to specific engagement sources. ● Choosing the right KPI to manage to and measure ● Creating landing pages that effectively guide engaged users toward desired conversions. ● Precisely targeting the right audience to maximize engagement and subsequent conversions. POLL
  • 11. Rethinking the Funnel How relevant is the ad? Are we meeting a prospective customer at their current level of intent? AWARENESS CONSIDERATION CONVERSION 11 VIEWING AN AD AND LANDING PAGE AS A SINGULAR EXPERIENCE Does the post-click experience match the promise of the ad? Is the prospect having a consistent experience? Are there blockers to purchase that we can address? How can we remove mental friction points?
  • 12. Using APM to measure effectiveness WHAT IS APM? A metric of Yield - Conversions per Impression FROM AD TO SITE Getting more customers to your site might sound like the right idea, but these are potential customers. You need to activate them! FROM SITE TO CONVERSION ● By owning the landing page, your creative flexibility at the ad level expands ● The right funnel for an individual consumers answers the questions “why now” ● Match funnel shape with consumer intent 12
  • 13. Starz + Tinuiti Summary ● Starz is a Premium Cable network producing first-run original television series ● Starz launched a standalone OTT DTC application in 2016 13 Case Study Partnership Evolution ● The partnership has spanned more than 5 years! ● In 2017, Ampush and Starz worked to scale the OTT product and included full scope of branded digital services, creative, LPs, & analytics ● Today, Tinuiti serves as innovation arm for Starz with work on experimental creative and differentiated landing page experiences
  • 14. UNIFYING AD & NEXT STEP Increased consistency for a prospective customer CAPITALIZE ON TENTPOLES Make timely landing pages to capitalize on big events or promotions 14 Categories to Consider INTERACTIVE & OTHER VOICES Build experiences that cater to the “Browser” or “Explorer”
  • 15. 15 Standard Buy Flow Traditionally, ads went to a standard funnel
  • 16. 16 RESULTS When combining ad and landing page content thematically, it led to a 25% higher conversion than non-unified experiences during the testing period. HYPOTHESIS AND TAKEAWAYS Unifying the initial ad users see and the landing page they come to will help increase user intent. Ad Landing Page Unified Thematic Experiences Drives 25% Higher Conversion
  • 17. 17 RESULTS During the Outlander Premiere weekend, having a show specific page & creative pairing led to a 76% higher CR than the evergreen non-show specific funnel. HYPOTHESIS AND TAKEAWAYS By creating a funnel branded towards and focused on major tentpole events (such as a premiere or holiday season), we can capitalize on seasonal intent and increase CR/APM. Tentpole specific LPs capitalize on timely intent for 76% lift Premiere LP
  • 18. 18 RESULTS Wheel of STARZ drove 60% higher conversion than control on evergreen traffic. It was unsuccessful on higher urgency offers. HYPOTHESIS AND TAKEAWAYS Differentiated & fun experiences, like spinning a wheel, increase click-through rate and prospects on content In the absence of promotions, highlighting breadth & quality of content through interactive material, combats fatigue & works During promotional offers, breadth of content/interactive funnels distract and add friction Control Test During slow periods, interactives answer “why now”
  • 19. 19 RESULTS HeresTheRoyalTea drove a 138% higher CR than a more generic 2P handle on historic content. HYPOTHESIS AND TAKEAWAYS The look and feel of an overall website can help build trust and increase CR for your target audience. Micro-optimizing by building out different content handles and websites for different audiences increases conversion over generic. This is an incremental lever to help scale media spend. Generic HeresTheRoyalTea Targeted 3rd Party Voices Can Reach Incremental Audiences
  • 20. 20 So how do you make this happen? INTEGRATED MARKETING TEAM BEGIN A CYCLE OF EXPERIMENTATION
  • 21. CRO & Landing Page Optimization 21 AUDIT PRIORITIZATION RESEARCH, BUILD & TESTING SPRINTS SCALE REPEAT PROCESS Iteration and Optimization Learning 1 2 3
  • 22. 22 Getting started: Prioritization Assess Best Practices Evaluate CTA placement, page load speed, value props, and user journey. Competitor audit Scour internet for direct competitors and collect learnings User interviews Conduct live interviews to understand user’s perception of product and pain points. Audit Prioritization Identify largest opportunity areas Get to work! ICE Framework Balance impact, confidence, and ease to create a prioritized backlog Innovation Turn opportunities into solutions Brainstorm Work collaboratively and draw inspiration from other sources to address opportunity areas.
  • 23. 23 Build Design mocks on Figma and use collaboration tools for feedback Design Build Landing pages • In-house build React-based framework for rapid delivery • AWS S3 with CloudFront • Conversion / Purchase Funnel Integration • Front end and server side personalized experiences Tinuiti engineering builds tests on a new subdomain (e.g. hello.company.com) for streamlined building and testing Tracking • Browser or Server Side Pixel Events • Clickstream data pipeline
  • 24. 24 Qualitative and Quantitative Assessment User recordings What are users looking for? Where are they getting the most frustrated? Heatmaps Where are users clicking? How far down the page do they go? Funnel Analysis Where are users dropping off? Where can we potentially address concerns?
  • 25. Key Takeaways 1. More traffic doesn’t always mean more sales 2. Consider the user journey from impression to conversion as one wholistic activity 3. Try landing pages that allow you to hook a user differently in your ads and compound wins 4. Build a growth loop around experimentation
  • 26. Schedule Your Consultation with a Paid Social Expert
  • 27. Q&A JON OBERLANDER Executive Vice President, Paid Social VANSH TALWAR Vice President, Growth
  • 28. The Q2 2023 Digital Ads Benchmark Report VIEW TINUITI’S LATEST RESEARCH
  • 29. Session 1 10am PT | 1pm ET Be Where Your Audience Is: Using Conversion- Driven Channels to Move Up the Funnel Session 2 11am PT | 2pm ET Leveraging Measurement for Effective Audience Targeting and Optimization Session 3 12pm PT | 3pm ET Q4 Success Secrets: The Essential Elements of Operations and Fulfillment in the Holiday Rush Session 4 10am PT | 1pm ET Bridging the Gap Between Engagement and Post-Click Conversions Session 5 11am PT | 2pm ET Conquering Amazon in Q4: Winning Strategies for Maximizing Search, Display, and Sponsored Products Session 6 12pm PT | 3pm ET Optimize Holiday Conversions by Leveraging First-Party Data Across the Funnel Wednesday, August 16, 2023 Wednesday, August 23, 2023 P A R T 1 P A R T 2