Display | New Customer Acquisition Series

9:30 - 9:45 am PT
TINUITI PRESENTS:
MEASURING TOP FUNNEL
11 - 11:45 am PT
TINUITI PRESENTS:
TOP OF FUNNEL SEARCH STRATEGIES
Today’s Timeline
TINUITI PRESENTS:
FULL FUNNEL DISPLAY
TINUITI PRESENTS:
SHOPPING FOR NEW USERS
10 - 10:45 am PT
1 - 1:45 pm PT12 - 12:45 pm PT
TINUITI PRESENTS:
IMPORTANCE OF AN
INTEGRATED MEDIA STRATEGY

Today’s Logistics
● Session recording and slides will be sent
● Log back in anytime with same link
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator

leading independent performance marketing agency

Today’s Speakers
Geoff Litwer
VP of Display Media +
Programmatic

Are you currently activating media
programmatically?
● Yes
● No
● Not Sure

A full-funnel display approach uses
data to reach, message and measure
each of these audiences individually in
a personalized manner.

ADVERTISERS HAVE
BECOME REALLY GOOD
AT OPTIMIZING
BOTTOM FUNNEL
Ignoring the rest of the funnel leads to failed prospecting
strategies and makes it diﬃcult to acquire new customers

Full-Funnel Display Advertising
Target audience who are
in-market with personalized
messaging
KPI: CPA
3
Conversion
High-frequency, aggressive
bids, personalized messaging
to drive performance
KPI: ROI
4
Awareness
High-reach, cost eﬃcient,
low frequency tactics
targeting a broad audience
KPI: vCPM, Viewable Completions,
Unique Reach
1
Interest
Target qualiﬁed audience
based on intent signals
(travel habits, location
patterns, occupation)
KPI: Cost Per Site Visit, Cost Per
Video View, Cost Per Engagement
2
2

Awareness
High-reach, cost eﬃcient,
low frequency tactics
targeting a broad audience
KPI: vCPM, Viewable Completions,
Unique Reach
1

Retailer Drives Oﬄine Store Visits with CTV
CASE STUDY
28%
37%
A retail brand wanted to use a full-funnel strategy to promote its new product line to a highly
targeted audience.
Approach
• Ran high-impact ads with premium CTV content
• Retargeted existing customers and incorporated new audience
discovery strategies
• Optimized campaign performance using in-store visit conversions

Interest
Target qualiﬁed audience
based on intent signals
(travel habits, location
patterns, occupation)
KPI: Cost Per Site Visit, Cost Per
Video View, Cost Per Engagement
2
2

Upper Funnel Display Drives Incremental
E-Comm Revenue
CASE STUDY
11%
18%
A retail brand wanted to focus prospecting efforts on a brand-aware audience currently
in-market for specific products
Approach
• Built custom audience models using Google first-party data to
achieve scale while maintaining precision
• Personalize messaging with specific products

Target audience who are
in-market with personalized
messaging
KPI: CPA
3

Conversion
High-frequency, aggressive
bids, personalized messaging
to drive performance
KPI: ROI
4

Programmatic is the automation of how
digital media is bought and sold.

The Tinuiti Approach
Brand Safety & Fraud Protection
Resources & Technology
Fusion of Media & Creative
Embedded Programmatic Talent
100% Transparency

Full-Funnel @ Scale Programmatically
Display + Video OTT Streaming
Audio
Digital OOH

Ensuring Brand Safety + Human Audience
Pre-Bid Technology Inventory Post-Bid Blocking Reporting + Analytics

Planning for Full-Funnel Campaign
Research
Audience
+
User
Journey
Forecasting
+
Channel
Planning
Tactical
Planning
Platform
Strategy
Measurement
+
Insights

Research

Audience
+
User
Journey

Leveraging First-Party Data
Lookalike Modeling
Use existing customers as the
seed for a lookalike model to
ﬁnd audiences that are
“similar”
Suppression
Exclude existing customers
from new customer
acquisition campaigns
Segmentation +
Personalization
Segment audiences based on
past purchases, personas and
customize messaging
Audience
+
User
Journey

Forecasting
+
Channel
Planning

Tactical
Planning

Platform
Strategy

Copyright 2017 - Q4 Amazon Virtual Summit
Measurement
Path-to-
conversion
Attribution
LocationIncrementality
Brand Lift

Clients leveraging multi-touch attribution
Customers
Number of
touchpoints 1-2 3-10 >10
Brand Factor
Marketing Driven
Conversion
Touchpoint
18% of users
converted in 1-2
touchpoints
75% of users
converted in 3-10
touchpoints
7% of users
converted in >10
touchpoints

Brand Lift
Brand Lift:
● Measured across TrueView & Bumper
ads
● Minimum spend of $15k for 1.5M
impressions
● Max frequency 3 /day
● Minimum of 10 days length
● Measured through surveys
Brand Interest
● Min 1.5M impressions
● New campaigns
● Measured through Organic Search
Activity (on Google and YouTube)

Measuring Incrementality
Added to a holdout
group, never sees a
retargeting ad
Conversion Rate: 10%
Conversion Rate: 12%
Clicks on a banner ad
Visits Site, Views
Product Info… then
leaves
Both are now part of
the same retargeting
audience
Returns to Site and
Becomes a Lead
Incremental Lift = +2%

Multi-Touch Attribution
Customers
Number of
Brand Factor
Marketing Driven
Conversion
Touchpoint
18% of users
converted in 1-2
touchpoints
75% of users
converted in 3-10
touchpoints
7% of users
converted in >10
touchpoints

Key Takeaways
● Focusing solely on bottom funnel tactics will drive short-term gain at
the expense of long-term business growth
● Leveraging the addressability of programmatic is key to a full-funnel
display execution
● Data-driven planning process is crucial to executing and measuring a
successful campaign
● Deﬁne KPIs and measurement methodology upfront

Q & A
Geoff Litwer
VP of Display Media +
Programmatic

We have clients leveraging multi-touch attribution:
Customers
Number of
Brand Factor
Marketing Driven
Conversion
Touchpoint
18% of users
converted in 1-2
touchpoints
75% of users
converted in 3-10
touchpoints
7% of users
converted in >10
touchpoints

What is Full-Funnel Display Advertising?
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Description
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What is Programmatic?
We define programmatic advertising as an automated, technology-driven method of buying, selling or fulfilling digital display ad placements.
Real-time bidding (RTB): Auction-based approach used to buy or sell impression-level inventory. Auctions can either be public or private.
Programmatic direct: Nonauction-based approach to buying or selling ad inventory, not at the impression level. Programmatic direct deals can be orchestrated via pre-existing RTB
technology, through publisher-owned application programming interfaces (APIs) such as on social sites or via self-service user interface or deal discovery tools. Programmatic direct
deals specify a fixed price and may or may not guarantee fixed inventory amounts.
Open exchange: Public RTB auction open to all buyers and sellers; also called an open auction, open exchange or open markets.
Private marketplace (PMP): Auction owned by a single publisher or a small group of publishers and open to only an invited select number of buyers; also called a private exchange,
private auction or PMP. These are typically executed via normal RTB technology and may include a deal ID—a tag that notifies the auction that a specific buyer has some sort of
preferential treatment, whether in price or priority.
Programmatic guaranteed: Upfront commitment to both CPM price and inventory amount secured via programmatic pipes between one buyer and one seller; also called
programmatic reserved, forward market or just “upfronts.”
Preferred deal: Upfront commitment to inventory price but not inventory amount between one buyer and one seller; also called private access or first right of refusal.

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