Digiday Marketing Summit. Monique Pintarelli. Viant
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Kia Motors used Viant's people-based platform to attribute actual vehicle sales to specific TV and digital ads. Viant matched 1.2 billion registered users across 700 million devices to link online and offline consumer profiles and behaviors. As a result, Kia was able to attribute 885 vehicle sales worth $22.1 million to their "Summer's On Us" sales event marketing campaign through Viant, gaining insights about who purchased vehicles and the impact of different media.
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Digiday Marketing Summit. Monique Pintarelli. Viant
- 1. 11
- 2. 22 KIA Motors Takes Control and Gains Transparency by Stepping Outside the Walled Gardens
- 3. 33 MEASUREPLAN EXECUTE Viant’s People-Based Platform
- 4. 44 The Power of Direct Consumer Relationships
- 5. 55 Direct Consumer consent from Opt-In Subscribers Third-party verification of privacy policies CONSENT Data Refreshed Daily with consumer interaction Monthly with Experian Device Linkage via interactions with: Owned & operated brands Publisher data network ACCURACY 1.2 Billion Registered Users 250 Million US Registered Users 700 Million Devices 10 Billion Behavioral Data Points Monthly SCALE Components of a People-Based Platform
- 6. 66 Proxies, Panels and Cookies COOKIES PROXIES PANELS DEVICE ID DEVICE ID
- 7. 77 iPhone 6s iPad Mini Lenovo Laptop Panasonic 50” TV 32 years old Female Chicago, IL 60614 kaxxx@email.com People-Based Links Device to Consumers
- 8. 88 ` Online Registration Data 32 years old Female Chicago, IL 60614 kaxxx@email.com iPhone 6s iPad Mini Lenovo Laptop Panasonic 50” TV In-Market Auto In-Market Travel In-Market Retail Advertiser Site Age: Gender: Geography: Email: Devices: Online Behavior: Offline Consumer Data 32 years old Female Chicago, IL 60614 kaxxx@email.com Email subscriber Tropicana OJ Chex Cereal 2012 Subaru Outback Walgreens Engineer Light TV Viewer Today Show Viewer Age: Gender: Geography: Email: CRM Lists: Purchase Behavior: Profession: TV Viewing Behavior: Linking the Online and Offline Worlds DIRECT MATCH
- 9. 99 Kate Anderson Female 32 years old Married 2 Children Chicago, IL, 60614 iPhone 6S Samsung Tablet Lenovo Laptop Panasonic 50” TV People Health Game of Thrones HGTV Whole Foods Macy’s Tropicana OJ Advil Kia Optima Demographics: Devices: What She Reads: What She Watches: Where She Shops: What She Buys: What She Drives: Meet Kate Anderson
- 10. 1010 Only a Few True People-Based Players
- 11. 1111 Only a Few True People-Based Players
- 12. 1212 Add KIA and Viant logos as transition slide
- 13. 1313 Kia as Challenger Brand BE DISRUPTIVE Be a disruptive force in the automotive industry by maximizing partnerships and innovating new model launches like the AI chat bot for Niro and NYFW for Stinger CONQUEST Embrace new and emerging ways to conquest new customers and innovate the customer journey along the way DRIVE ROI Leverage highest performing media partners committed to digital analytics and driving actual new vehicle car sales OUR GOAL 5.0% MARKET SHARE BY 2020
- 14. 1414 Data Partnerships Means Smarter Planning TV: Light TV Viewer, Today Show and Entertainment Tonight FINANCE: $95,000 Average Household Income DINER: Frequent Diner RETAIL: Bloomingdales, Target AUTO: Kia Optima
- 15. 1515 Covering 99.7% of all automotive sales, Urban Science has the most complete set of sales data in the industry Urban Science has the largest automotive database in the industry Every major global automotive manufacturer Integrated into over 20,000 dealership management systems Delivered directly from dealerships on a daily basis, Urban Science data captures buyer and vehicle information such as: Buyer name, address, and email Vehicle make, model, trim, engine size, and dealership location Who is Urban Science?
- 16. 1616 MEASUREPLAN EXECUTE Drive offline sales for Kia’s “Summer’s On Us Sales Event” Attribute each offline sale to the consumer's pathway to purchase Did TV affect a user’s online behavior, and ultimately, offline purchase? Utilize ACR technology for household TV ad viewership Identify in-market auto shoppers on a 1:1 level using Urban Science and other partners Serve Kia creative across connected devices on an identity level Attribute actual vehicle sales to TV and digital media Gain deterministic insights about Kia purchasers And more… Kia’s Approach with Viant
- 17. 1717 885 actual vehicles sold directly attributed to TV, Website, and Viant Media, accounting for $22.1 million in actual sales Kia purchasers skew female, and average around 40 years of age Only 27% of purchasers visited Kia websites, and 50% of visitors utilized a different screen than the screen they were exposed on Purchasers exposed on tablet drove ~10% higher average purchase value than desktop or mobile, and ~15% higher than TV Results
- 18. 1818 885 actual vehicles sold directly attributed to TV, Website, and Viant Media, accounting for $22.1 million in actual sales Kia purchasers skew female, and average around 40 years of age Only 27% of purchasers visited Kia websites, and 50% of visitors utilized a different screen than the screen they were exposed on Purchasers exposed on tablet drove ~10% higher average purchase value than desktop or mobile, and ~15% higher than TV Results
Editor's Notes
- Introduce myself Amber introduces herself Hi everyone – great to be here today in the beautiful Bahamas. My name is Monique Pintarelli, I am the Vice President of Sales at Viant for the Western Region. Amber and I escaped the harsh Southern California winter to be here in the Bahamas today! Say something funny!
- Amber Frame the partnership; Kia’s main challenge (frame the business problem) Looking for the right partner to help solve
- We are going to talk to you today about the Summers On Us Sales Event campaign that we developed alongside Kia. Before we dive into the details of the program – I want to take a few minutes to explain who we are and why we were the right partner to achieve Kia’s goals. Our platform is made up of 3 components IMP MEP DAP Imagine identity as the thread that ties them all together. Allowing marketers to better understand who their customer is, engage with them in a more powerful way and understand how your media investment is driving real business results. Intro full platform – with identity as the thread that ties it together
- We are going to talk to you today about the Summers On Us Sales Event campaign that we developed alongside Kia. Before we dive into the details of the program – I want to take a few minutes to explain who we are and why we were the right partner to achieve Kia’s goals. Viant has an end to end people based platform that is rooted in the direct consumer relationships. We have across our owned and operated sites. Viant provided Kia with a people-based platform that could help them identify the right audiences, target them at the right point in the purchase funnel and ultimately provide insight into how these audiences and their media investment impacted real business results. For Kia, we are of course talking about vehicle sales Viant’s platform is powered by our ability to have direct consumer relationships, rooted in the registered user data base of our owned and operated sites.
- Marketplace nose: Many people in the marketplace today claiming to be people-based. The truth is it’s difficult to achieve. There are 3 critical components of a true people based platform: Scale – in order to identify and target on a 1:1 basis; within our platform we have 1.2B registered users Accuracy Accurate & current data Data refreshed through daily consumer interactions (website or app logins or e-mail opens) Monthly cleanse with Experian Scaled data isn’t effective without addressability; our deterministic device graph on over 250M registered users that links devices through our owned and operated brands as well as an expansive publisher data network Consent Privacy is becoming increasingly important We have direct consumer consent from opt-in subscribers As well as third party verification of our privacy policies
- This type of data & our direct consumer relationship allows us to… This direct consumer relationship allows us to move beyond proxies, panels & cookies Link devices back to actual people Tremendous amount of benefits: from r/f management, to the ability to track the consumer journey all the way through to conversion, including off-line sales
- Identity at the core, link devices to consumers True benefit of a people based platform
- This slide is to explain the ability to link on-line and off-line data; how identity data is the only way to do this; how this is relevant for Kia and other advertisers Second key component of people-based platform is it’s ability to link online and offline world Offline world always rooted in identity With unique Direct Match capabilities can link these worlds together and provide a holistic view of your consumer **Add garage data
- Holistic view of your consumer Moving beyond anonymous cookies and device ID’s We know this is Kate Anderson and we know a lot about her Demographic data Devices Purchase behavior TV viewership Garage data – **add specific year of kia
- We know the power of people based advertising; most marketers are utilizing it but often times only within the walled gardens FB – masters at social Google – dominates search Reality is that people, your customers are spending time online outside of these walled gardens – consuming content they love Viant allows you to employ people based tactics across the independent web A lot of talk about the dupoly of FB & Google FB = social Google = search Consumers spending their times consuming content and brands across the independent web Marketers need to connect with the people, these audiences outside of the walled gardens in a deterministic 1:1 way Leverage deter custom audiences outside walled gardens Be where your consumers are delivering a message that matters to them
- Amber Speaker Notes: I have been with Kia in our Retail Marketing group now for almost three years. Prior to my time at Kia, I was at Toyota and Lexus for 10 years. One of the biggest differentiators, and what attracted me the most when moving to Kia, is because at Kia we have to think and operate smarter. And what I mean by that is when I was at Toyota and Lexus, we were responsible for $200 million worth of media decisions for new product launches and sales events. There were a lot of moving pieces and a lot of players. If we were working with a specific media partner whose performance wasn’t necessarily as strong, the results they produced weren’t as crucial to the overall plan. At Toyota and Lexus, we could afford to work with players that weren’t the best performers because we had so many dollars behind specific campaigns. What’s different now for me at Kia is that every single media partner that we work with has to bring their A game and they have to perform. We’re not #1 in the industry…yet, but we’re committed to making a name for ourselves in this industry and working with players like Viant are getting us that much closer to our goal.
- Amber Speaker Notes: Kia has some lofty ambitions and our biggest goal is to hit 5.0% market share by 2020. Last year, we sold 643K cars and 5.0% means roughly 900K car sales. To reach that goal, our marketing team is focusing on a few objectives. First, to capture those incremental sales, we’re going to have to conquest new customers. We have to amplify our voice to reach those customers that may not have even thought about Kia, or not even know who we are, by innovating the customer journey and the whole process of buying a car. So as we build that media plan, our second focus is going to be about partnering with media players that deliver results. And what we mean by results in Retail Marketing is not “Are our impressions up? Are our clicks up?”, but rather “Did we actually sell a car?” And that’s why Viant has been such a huge success for Kia. Because specific in our industry, Viant has unique partnerships that help us actually answer the question: “Did we sell a car?” And everything that Kia does, because we’re new and a bit different, we want to be disruptive. For example, we launched the Kia Niro last year and we are the first automotive brand to have an artificial intelligence chat bot help customers learn more about the new Niro. And just a few months ago at NYFW—which have been notoriously owned by Lexus—we were a bit bold, took the stage, and grabbed a ton of attention. We had a few well-known models, celebrities, athletes, and social influencers race the Kia Stinger. And stay tuned, we’re just getting started and we’ve got a ton more planned for 2018. (Spoiler Alert: the Super Bowl ad will be awesome).
- When we get started with a marketer – we first want to understand their goals This will allow us to tap into the right data sets and develop custom strategies and measurement solutions For example – we can utilize Rentrak or ACR data to understand your customers viewing behaviors or experian and credit card data for purchase level data *ADD SMART TV DATA *ADD CREDIT CARD DATA on 2nd Neustar image In the case of Kia we tapped into our powerful integration with Urban Science
- For years we have been working toward a solution for closed loop automotive measurement. The challenges has always been time lag. Marketers need near-real time data to be able to analyze, adjust & optimize toward the right tactics. For the last year we have partnered with Urban Science to ingest nightly sales data which has unlocked incredible tools for our automotive clients. Amber to jump in on value of Urban Science data set Direction from Monique: Position Viant’s people-based platform + Urban Science as the key that unlocked this for Kia & the automotive vertical (unique differentiator for Viant, made it easy for Kia to push through our partnership) Tease out other data sets that can have similar approach for other categories (CPG, Retail, Entertainment, etc.) Level set on who is Urban Science Kia POV – valuable data set, tool & partner Why Urban Science so compelling to us & highlight the way Viant partners w/ Urban Science (AMBER VOICEOVER) Amber Speaker Notes: Every automotive company works with Urban Science. Their data is the most trusted in the industry, there’s no other partner in this space that can deliver the same attribution that they can. When our team saw that Urban Science and Viant have an exclusive partnership to help prove out actual car sales from different marketing campaigns, it automatically made sense to our Retail Marketing team.
- Monique to say: So how did we pull this all together to develop a customized and effective campaign for Kia? Amber, as we began to plan for this campaign…what were the goals of Kia? And what mattered most as we developed our execution strategy? Measurement was the critical element for us here...what did you as the client want to see?? PLAN: For this campaign, our goal was to drive offline sales for Kia during the “Summer’s On Us Sales Event” and be able to attribute each offline sale to an individual user’s pathway to purchase in order to get a deeper understanding of what truly drives an actual purchase. Additionally, we wanted to see how linear TV affected a user’s online behavior, and ultimately, offline purchase. Finally, we wanted to see how wide a net some of the largest data sources in the industry actually cast. EXECUTE: To start, we ingested all of Kia’s “Summer’s On Us Sales Event” TV creative and fingerprinted the creative. From here, we were able to use our ACR technology to get notified every time a household viewed the spot. Next, we utilized a mix of Urban Science, Experian, and Neustar in-market data to identify users on a 1:1 level who were in-market for a Kia or one of their competitors. We served a mix of display and video units across users’ connected devices and monitored frequency on an identity level. MEASURE: From this campaign, we were able to t ver 885 actual vehicles which were attributed to TV, Website, and Viant media, totaling over $22.1M in actual sales. We were also able to provide deterministic audience insights about Kia purchasers. Over 30% of purchasers were exposed to more than one data provider, showing that only using one data provider leaves quite a large audience untapped. And most interestingly, online KPIs did not strongly correlate with actual offline vehicle sales. Story: When you combine Viant + Urban Science for KIA as a client, we saw XXX… Showcase the learnings/findings in the format of the plan, execute, measure set up to tie it back to our ad cloud set up. The Plan was this We Executed it this way with a dynamic partnership between Viant KIA and Urban Science We Measured the results Edits: Build title, get info from Monique on the copy for the Plan, Execute, Measure set up Direction from Monique: Highlight measurement component – need to move beyond traditional online KPI’s to business results; the right kind of ROI Why this matters for Kia, the importance within the Retail portion of their business – splashy advertising is good, but at the end of the day, they are charged with selling cars Why this matters in the industry today Tie in 3 stages of ad cloud; this is what we did at each stage – leads into the results
- Now (drum roll please) the results…. They were powerful and informative – Kia could for the first time get a real look into how their media investment drove vehicle sales. Some interesting stats to highlight: Amber – read stat on actual sales Big moment, tapping into our massively scaled registered user data base to provide measurement again off-line sales, moving beyond traditional on-line KPI’s Amber – read stat on audience Deterministic data set offers deep understanding of your consumers, we can pass insights back to marketers that can be used for future campaigns Amber – read stat on cross-device Highlights importance of deterministic cross-device and understanding the customer journey; auto advertisers traditionally rely heavily on site re-targeting. That tactic only impacted 27% of purchasers. Amber – read stat on tablet info Kia now knows the importance of advertising on tablets to drive higher purchase price and can utilize these customer insights to inform future planning decisions The more you know about your customer and how you drove actual purchases the more effective your advertising will be. Story: Here are the stats/outcome of our partnership… the measurement Edits: Info needed from Monique/KIA Direction from Monique: Share key stats on success of Viant/Kia partnership Examples (I can work with the team to find the best results to show) Highlight the fact that pushing boundaries & status quo led to these great results Additional Stats from KIA.com/KiaDealers.com Insights: Buyers who only visited the website and did not see any Viant ads converted in 9.19 days Buyers who see both a Viant ad and make a website action convert in 16.47 days (faster than Viant Only) Buyers who saw a TV ad and visited the website converted in 19.98 days (faster than TV Only) ~27% of Viant attributed buyers visited the site ~52% of these website visitors visited the website on a different screen as where they were served the ad Website visitors made an average of ~16 actions on the site
- Thrilled with our partnership and how we are growing it in the future. Thank you for your time Any questions?