The document discusses the limitations of traditional click-through metrics in measuring digital marketing engagement, highlighting the need for a broader understanding that includes rich media and social connections. It outlines various strategies for utilizing personalized and dynamic advertising to enhance customer interactions and drive sales, offering multiple case studies to illustrate successful implementations. The emphasis is on integrating measurement and optimizing connections across channels to create meaningful consumer relationships.

1. #DigNC | September 24, 2010
Clicks Aren’t (the only) Connections

2. Twitter Elevator Speech
Clickthroughs can’t measure engagement alone.
Rich Media, social & mobile data are part of the
picture. (via @PointRoll @empowermm) #DigNC

3. Empower & PointRoll
@EmpowerMM @PointRoll
Full-Service Media Create, Deliver &
Consumer Insights Measure Digital
Full-Service Digital Marketing Campaigns:
• Rich Media Display
Search & Analytics
• Online Video
Mobile
• Mobile
Word of Mouth
• Social
Marketing
Ripple6
Social Media
ShopLocal

4. Clicks Aren’t (the only) Connections
Connections Defined
Rich Media Connections
Social Media Connections
Measuring Connections
Future Connections

5. Steps on the Engagement Ladder
Connection Defined

6. The Evolution of the “Click”
Clicks Aren’t The
Whole Picture
8% Internet Users =
85% of Clicks
(eMarketer)
It’s an impression
not a transfer

7. Connection Defined
Engagement 2.0 Ladder
Mobile Content Creation, from posting
images to Geo-Location tips and to dos
Mobile Critique via Geo-Location, Pandora
Geo-Location Check In;
Facebook/Twitter/LinkedIn Status
Twitter Follow, Facebook Like
Click Through A Banner
None of these Activities

8. Connection Defined
Sample Attribution for CPG Brand

9. Relevant Content Captures Attention
Rich Media Connections

10. Anatomy of a Rich Media Ad
GAMING STANDARD VIDEO
1. Banner automatically displays on publisher
site (1 impression)
2. Upon rollover, panel expands (1 interaction)
3. Panels can contain any combination of rich PRICE COMPARISON
media features
4. User can click-through to site to continue
experience (1 click-through)
INTERACTIVE VIDEO PHOTO GALLERY
Banner Web-site
Panel
Click on image in slide show mode to view demo

11. Moving Consumers Down the Funnel
Full screen video &
interactive photo galleries
on the site
Rich media display with
Interactive
360 Tours and more
Watch video, Interact with community
members
Find local stores,
dealers, locations
Your Brand Here

12. Engagement in Action
Ford Mustang Customizer – Branding
CVS – Direct Response
Bosch – Branded Response

13. Personalization Drives Engagement

14. Personalized Connections:
Drive Connections on a Deeper Level
Banners and expandable panels are
Create Multiple Versions across all Formats by
adjusted on the fly!
Swapping in Elements Including:
6 x 3 x 5 x 30 x 4 x 8 = 86,400 versions that
you don’t have to create or traffic!
Backgrounds, Offers, Terms & Conditions, Logos,
Copy Points, Calls to Action, Videos, Click Through
3 Calls to 5 rich media
URLs 6 videos
Action features
Rich Media Features such as polling, send to a
friend and data collection 30 locations 4 backgrounds 8 price points

15. Results with Dynamic Ad Generation
Ford targeted dealer information to specific geographic regions, delivering a
customized, relevant message by location, which lifted interaction rate
performance by 104%.
Interaction Rate
Ford Benchmark Ford Dynamic

16. Connection Case Study
Hoover Holiday

18. Case Study: Showcase of Reviews
Above average interaction rates
60+% increase in web traffic YOY
25+% increase in online sales YOY
Visits to Hoover.com
2009 2008
25,000
20,000
15,000
10,000
5,000
0

19. Video & Product Simulation
Modern Masters

21. Case Study: Video/Simulation
Average engagement nearly 30 seconds
Interaction rate double industry standard
Tripled web traffic during campaign
Google organic traffic #2 behind HGTV

22. Syndicating the Circular
Meijer

24. Like, Follow, Comment, Share
Social Media Connections

25. Social Media Connections
Social Media = Engagement Tool
Social Activity Represents a Big Opportunity for
Measuring Engagement

26. Social Media Connections
How Much is a Fan Worth?
• Zero without engaging content
• Brands/Fans are not created equal
• Organic vs. Paid Acquisition
• Fan = Email Database. They’re worth nothing
unless marketed against.

27. Social Media Connections
Users are more receptive to brands
on Twitter than on Facebook.
eMarketer – 9.16.10

28. Social Media Connections
Building Facebook Fan Base
• Goal to quickly increase Likes
by 30,000 to jumpstart “creative therapy”
• Paid media fuels Facebook acquisition
• Owned media creates engagement/loyalty

29. Facebook Connections
Engage shoppers and drive sales through this comprehensive set of dynamic and
highly interactive tools for retailers
Facebook products:
• Specialized “Fan Page” Product Deals tab
• Hyper-targeted Facebook ads
Benefits
• Locally relevant, time sensitive offers and deals
• Turn-key API for easy integration
Click for a Live Demo

30. Social Connections Extend Your Brand
Extend your brand message and add social functionality to existing campaigns
Reach into the social sphere with Twitter and Facebook buttons, enable users to post comments,
chat with the brand and more
Measure activity within the ad unit or implement site event view through reporting to track
activity on the site driven from ad activity
Facebook Social Toolbar / Polite Twitter
Posting/Blogging Real Time Messaging Customer Posts/ Feedback

31. Results, Not Numbers
Measuring Connections

32. Measuring Connections
It’s Not Just About A Single Connection
It’s Understanding the Relationship Between
Multiple Connections
Display Can Influence Search = Latent Activity

33. Attribution Modeling

34. Measuring Connections
Display + Search = Deeper Connections
• A consumer saw a display ad, then search on
Google or Yahoo, then booked an appointment
• 33% of total display media view-through
conversions generated a search conversion

35. Measure Activity, Individual Ad
Performance – Beyond the Click
Over 125 metrics can
be tracked including
activity and click
details, video
completion rates, and
Interaction rate
view through to the
captured on
landing site
rollover or
initial action
Brand time tracks the number of seconds
on average a user spends within the ad
unit
Number of individual activities and
clicks captured and labeled for ease of
reporting

36. Success for Every Campaign Objective
Branding Direct Response Drive Sales
Improve brand awareness and response Drive email registrations and follow up Improve in-store sales via
with more relevant targeting of feature via re-targeting geo/demo/behavioral delivery of
messaging relevant product offers
Different ads delivered based on Relevant ads with specific offers Online circular constructed
creative and geo profiles constructed and re-targeted on-the-fly on the fly to be relevant to individual
visitors with national/local buy
Optimized on chosen metric Result: Result:
• Interaction rate • Ad delivered based on user • Increase sale of circular
• Brand interaction time interaction merchandise
• Click through • Retargeted across sites with • Increase average basket size
• Activity rate personalized ad • Decrease production costs and
• Site events increased response versus print
circular

37. When applying industry performance benchmarks, running 1,000 rich media impressions, and 1,000
flash impressions yields the following…
Flash Conversion Rich Media Conversion
Opportunities Opportunities
Start with 1,000 Impressions
THETotal ConversionGAME
NUMBERS
Average RateRate
Action Brand
Interaction
CTR 15 minutes
Opportunities that
Interactionusers per Flash
(Percentage ofof Time
(Percentage users that Brand Time
Calculating Media ROI Lift Over
1,000 time spentad) prompts
complete additional
interact with the website)
click impressions
(Average through to in-ad unit per
in ad-unit) Rich Media AR = =
Rich Media ABIT
interaction)
Flash AR= =
FlashIR = =
FlashABIT
CTR Rich seconds CTR =
5.0% Media IR =
15 Media
Rich Media
Rich
Flash Opportunities Opportunities
N/A
N/A
0.05% X 6.0%
X60 interactions
60 interactions
0.20%
0.5 = 0.5 People
X 1,000
6515 minutesPeople
=3 1,000 = 260 People
= 1,000
X People=
X
Standard flash formats
Standard flash formats
0.5 people out of 1,000 Now apply these 3Total Brandout 60for
2people out of of 1,000
60 people time
people out of 1,000
do not trackon the ad
do notthru interactions
click trackactionstime
brand take additionalthead
60 interactions adds
interact on action
click thruwiththe ad
numbers to a typical up to 15 minutes
campaign…

38. Engagement Drives Sales – CPG Client
Display advertising impact on CPG POS sales
200,000 panelists over 3 months
Compared to IRI “Advertising Works” TV study
TV
Internet
+8% +9%
+9%

39. Device-Driven Potential
Future Connections

40. Starts and Ends with the User –
Rich is more than Display
Search/
Mobile Social Landing Pages Digital
Dynamic Vibrant
Display Ads OOH
Optimize
Optimize
PROMOTIONS/
AUDIENCE CREATIVE MESSAGING
Elements, Features,
Open, Agnostic, Products, Offers,
Functionality
Targeted Inventory

41. New Device Connections: Mobile & Tablet
Fully interactive rich media and video
Tap to expand video to full screen
Click-to-call
Coupon downloads
Geo /mapping
In-ad purchase
Surveys
Integrated performance tracking
Browser Native App
iPad

42. New Device Connections
Mobile: From Online to In-Store
• QR Codes, Geo-Caching, Geo-Location

43. New Device Connections
Content Syndication
iPad
Online Circular Facebook
Mobile Application Mobile Enabled Site
Display Ads

44. New Device Connections:
Digital Out of Home (OOH)
In-Store Kiosks
Digital billboards
Elevators – captivate
Gyms/coffee shops
Gas stations
Features:
Geo-Targeted
Local store weekly ad promotions
Extension of online, mobile and traditional activities

45. Call to Connect
Take advantage of the endless opportunities
to create rich and engaging creative
Keep measurement in mind from the start,
including the creative process
Determine which connections are of most
value; plan accordingly

46. Make Connections That Add Up
Connect the dots across channels for
a better way to find, target and
measure customer connections.

47. More Connections
Questions?
Get the Slides:
slidesha.re/ConnectDigNC
Visit: www.crapads.org
blog.pointroll.com
Twitter: @empowermm
@PointRoll